Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

CUVGRD607A Mapping and Delivery Guide
Develop graphic designs for branding and identify

Version 1.0
Issue Date: April 2024


Qualification -
Unit of Competency CUVGRD607A - Develop graphic designs for branding and identify
Description This unit describes the performance outcomes, skills and knowledge required to create graphic designs for branding and identity by combining creative and technical design expertise with a sound understanding of the particular factors that apply.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application Graphic designers work in many different industry contexts. They may be employed in graphic design studios, commercial printing companies, advertising agencies, book and magazine publishers, television stations or in the marketing division of any business. Graphic designers also frequently offer their services on a freelance basis.Designers often work with organisations to develop corporate or brand identity. These designs impart key messages about organisations or brands and their underpinning philosophies.Although designers at this level work with a high degree of autonomy, they are still likely to be members of a collaborative creative team.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites Not applicable.
Competency Field
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Interpret creative briefs
  • Analyse creative briefs in terms of branding or identity objectives
  • Develop an understanding of the broader context for the design work
  • Develop shared understandings of the scope and nature of branding or identity work with relevant people
  • Negotiate and confirm practical considerations, including schedule and budgetary requirements
       
Element: Evaluate potential approaches to branding and identity
  • Consider current and emerging trends and ideas about branding and identity and their impact on the project
  • Analyse the client’s current approach to identity and brand strategy in the context of the work project
  • Identify the particular production factors that impact on branding and identity work
  • Assess and respond to legal considerations for branding and identity design
       
Element: Generate and assess ideas
  • Identify and source references for branding and identity work
  • Explore the key questions that underpin branding and identity design
  • Experiment with different techniques and media as an integral part of ideas generation
  • Generate design ideas that support key client objectives
  • Maximise contributions of others through collaboration on ideas as required
  • Reflect on ideas for technical, creative and budgetary implications
  • Refine and select approaches that best balance the overall needs of the brief
       
Element: Develop designs to support branding and identity
  • Develop designs from initial concepts ensuring that all production and design factors are taken into account
  • Realise designs from initial ideas by working confidently with the elements and principles of design and taking account of production factors
  • Combine conceptual and technical expertise in creation of design solutions
  • Engage in an ongoing process of testing, creative collaboration and refinement during the design process
  • Engage with other experts on relevant technical, legal and business requirements
       
Element: Finalise designs
  • Negotiate and agree to modifications and amend designs as required
  • Develop accurate and comprehensive documentation to support the production process
  • Present final designs and documentation to relevant personnel and confirm
       
Element: Evaluate design work and process
  • Evaluate completed design in terms of its success in meeting objectives
  • Assess the work against other creative, technical and business considerations
  • Analyse and evaluate feedback from client and others
  • Reflect on own role in design process and note areas for future improvement
  • Develop strategies for further development of own skills
       


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to:

independently conceive and create professional graphic design solutions for branding and identity

work confidently with the elements and principles of design across multiple branding and identity projects

collaborate effectively on creative, technical and organisational issues.

Context of and specific resources for assessment

Assessment must ensure:

access to industry-current graphic design technologies

collaboration with others to reflect the design process.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

evaluation by industry professionals of design solutions developed by the candidate

evaluation of presentations made by the candidate about work developed

evaluation of processes used by the candidate to conceive, plan and realise the work

evaluation of the effectiveness of project management evidenced through completion of work on time and on budget

evaluation of a candidate’s visual diary or other forms of documentation showing the development of the designs

questioning and discussion about candidate’s intentions and the work outcome

review of portfolios of evidence

review of third-party reports from experienced practitioners.

Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. people with disabilities, and people who may have literacy or numeracy difficulties, such as speakers of languages other than English, remote communities and those with interrupted schooling).

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

Required skills

communication skills to:

interpret and clarify written proposals and creative briefs

work collaboratively on complex ideas and projects

present ideas for discussion and feedback

produce accurate and detailed design documentation

critical thinking and analytical skills to:

evaluate branding and identity needs and develop sophisticated design solutions

distil key ideas and approaches from complex and varying information and ideas

initiative and enterprise skills to see opportunities for new and creative approaches to design challenges

literacy skills to engage with potentially complex information at an advanced level

self-management and organisational skills to:

take responsibility for the design challenge

meet responsibilities within a collaborative project

problem-solving skills to take ownership of complex technical and conceptual challenges and develop creative solutions in response

numeracy skills to interpret and work within project budgets

technology skills to:

use the advanced features of current graphic design software programs

use the internet as a research tool.

Required knowledge

current and emerging trends and ideas in the area of branding and identity

key people involved in branding and identity design work, and their typical roles, responsibilities and interrelationships – particularly in relation to the graphic designer

different types of branding and identity design projects and the particular considerations that apply

ways in which consumers respond to branding and identity for different types of products and services

production factors for different types of designs across the broad range of print and digital media

sources of ideas about branding and identity design

formal principles and elements of design

collaborative processes used in graphic design

critical and creative thinking techniques that can be used as part of the design process

intellectual property issues and legislation in relation to designs for branding and identity

sustainability considerations for branding and identity design.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Branding or identity objectives may relate to:

corporate identity

corporate branding

product branding.

Broader contextmay relate to:

broader marketing objectives

client preferences and perceptions

cost constraints

current approaches to corporate branding and identity within the organisation

current place of the product or organisation in the marketplace

industry trends

key relationships for the project

overall direction or philosophy of the organisation

where the role of the designer begins and ends.

Scope and nature of branding or identity workmay include:

design of corporate materials, such as:

branding and identity standards and manuals

stationery

digital design:

intranet

mobile phone

personal digital assistant (PDA)

web

games design

logo design

signage design

specific product branding.

Relevant people may include:

art directors

clients

creative directors

employers

image experts

IT experts

marketers

mentors

other artists and designers

potential customers

public relations advisors

supervisors.

Trends and ideas about branding and identity may relate to:

changing consumer behaviour

changing social mores

consumer sophistication

demographic patterns

impact of technology (e.g. viral branding)

relationships between brand, identity and other aspects of business

types of imagery.

Brand strategymay relate to:

brand:

architecture

community

culture

equity

essence

extension

co-branding

corporate brand versus product brand

viral branding.

Production factors may relate to:

printing requirements

use of work in multiple media.

Legal considerations may relate to:

competitor activity

intellectual property

moral rights.

References may include:

digital images

film and video

internet

models

marketing data

own experience

product information

photographs

previous work

reference books, journals and texts

scripts

technical data

work of other designers

writings.

Questionsmay include:

how can the design reflect the organisation’s values and philosophy?

how can the design show what the organisation is interested in?

how can the design stand out from the crowd?

what is the client really trying to achieve?

what practical considerations do I need to think about?

what relationships is the design seeking to build?

who is the design talking to and how does that group interact with images and words?

Elements and principles of design relate to:

alignment

balance

coherence

colour

composition

contrast

direction

dominance

emphasis

form

line

movement

pattern

positive and negative space

proportion

proximity

repetition

rhythm

shape

simplicity or complexity

subordination

texture

unity.

Creative collaboration and refinementmay involve:

client consultation

informal conversations with peers

modelling

technical discussions

workshopping of ideas.

Other expertsmay be professionals in the areas of:

advertising

image

information technology

marketing

public relations

research

writing.

Documentationmay include:

creative rationale

finished art

instructions for printers

production specifications

technical data.

Successmay be measured by:

client feedback

cost effectiveness

customer comments

sales achieved.

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Analyse creative briefs in terms of branding or identity objectives 
Develop an understanding of the broader context for the design work 
Develop shared understandings of the scope and nature of branding or identity work with relevant people 
Negotiate and confirm practical considerations, including schedule and budgetary requirements 
Consider current and emerging trends and ideas about branding and identity and their impact on the project 
Analyse the client’s current approach to identity and brand strategy in the context of the work project 
Identify the particular production factors that impact on branding and identity work 
Assess and respond to legal considerations for branding and identity design 
Identify and source references for branding and identity work 
Explore the key questions that underpin branding and identity design 
Experiment with different techniques and media as an integral part of ideas generation 
Generate design ideas that support key client objectives 
Maximise contributions of others through collaboration on ideas as required 
Reflect on ideas for technical, creative and budgetary implications 
Refine and select approaches that best balance the overall needs of the brief 
Develop designs from initial concepts ensuring that all production and design factors are taken into account 
Realise designs from initial ideas by working confidently with the elements and principles of design and taking account of production factors 
Combine conceptual and technical expertise in creation of design solutions 
Engage in an ongoing process of testing, creative collaboration and refinement during the design process 
Engage with other experts on relevant technical, legal and business requirements 
Negotiate and agree to modifications and amend designs as required 
Develop accurate and comprehensive documentation to support the production process 
Present final designs and documentation to relevant personnel and confirm 
Evaluate completed design in terms of its success in meeting objectives 
Assess the work against other creative, technical and business considerations 
Analyse and evaluate feedback from client and others 
Reflect on own role in design process and note areas for future improvement 
Develop strategies for further development of own skills 

Forms

Assessment Cover Sheet

CUVGRD607A - Develop graphic designs for branding and identify
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I declare that the assessment tasks submitted for this unit are my own work.

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Assessment Record Sheet

CUVGRD607A - Develop graphic designs for branding and identify

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Assessment task 1: [title] Result: Competent Not yet competent

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Overall assessment result: Competent Not yet competent

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