Application
This unit describes the skills and knowledge required to create graphic designs for branding and identity that convey key messages about organisations or brands and their underpinning philosophies.
It applies to individuals who work in a range of industry contexts that include design consultancy, commercial printing, advertising, publishing, television or marketing. Graphic designers also frequently offer their services on a freelance basis.
No licensing, legislative or certification conditions apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Interpret creative briefs | 1.1 Analyse creative briefs in terms of branding or identity objectives 1.2 Evaluate the broader context for the design work 1.3 Develop shared understandings of the scope and nature of branding or identity work with relevant people 1.4 Negotiate and confirm practical considerations, including schedule and budgetary requirements |
2. Evaluate potential approaches to branding and identity | 2.1 Consider current trends and ideas about branding and identity and their effect on the project 2.2 Analyse the client’s current approach to identity and brand strategy in the context of the work project 2.3 Identify the particular production factors that impact on branding and identity work 2.4 Assess and respond to legal considerations for branding and identity design |
3. Generate and assess ideas | 3.1 Identify and source references for branding and identity work 3.2 Explore the key questions that underpin branding and identity design 3.3 Experiment with different techniques and media as an integral part of ideas generation 3.4 Generate design ideas that support key client objectives 3.5 Maximise contributions of others through collaboration on ideas as required 3.6 Reflect on ideas for technical, creative and budgetary implications 3.7 Refine and select approaches that best balance the overall needs of the brief |
4. Develop designs to support branding and identity | 4.1 Develop designs from initial concepts ensuring that all production and design factors are taken into account 4.2 Combine conceptual and technical expertise in creation of design solutions 4.3 Engage in ongoing testing, creative collaboration and refinement during the design process 4.4 Engage with other experts on relevant technical, legal and business requirements |
5. Finalise designs | 5.1 Negotiate and agree to modifications and amend designs as required 5.2 Develop documentation required for the production process 5.3 Present final designs and documentation to relevant personnel |
6. Evaluate design work and process | 6.1 Evaluate completed design in terms of its success in meeting branding or identity objectives 6.2 Assess the work against other creative, technical and business considerations 6.3 Analyse and evaluate feedback from client and others 6.4 Reflect on own role in design process and note areas for future improvement 6.5 Develop strategies for further development of own skills |
Evidence of Performance
Evidence of the ability to:
interpret objectives and requirements of design briefs
conceive and create professional graphic design solutions for branding and identity that fulfil creative, technical, intellectual property and budgetary requirements
communicate and collaborate effectively with creative team in:
concept development
design production and refinement
presentation and review
review final work for success in meeting creative, technical and client objectives
identify opportunities to further develop own skills.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
Evidence of Knowledge
To complete the unit requirements safely and effectively, the individual must:
discuss current trends and ideas in branding and identity
identify key people involved in branding and identity design and their typical roles, responsibilities and relationships with the graphic designer
outline different types of branding and identity design projects and the particular considerations that apply to them
describe ways in which consumers respond to branding and identity for different types of products and services
explain production factors that may impact on designs
describe ways visual impact is achieved in branding and identity designs
explain how critical and creative thinking techniques can be used as part of the design process
explain the intellectual property issues relevant to branding and identity designs.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in creative arts industry environments. The assessment environment must include access to:
opportunities for collaboration with others
graphic design technologies.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational educational and training legislation, frameworks and/or standards.
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Learning | 6.4, 6.5 | Uses personal reflection to analyse own performance and determine effective strategies for skill enhancement |
Reading | 1.1, 2.4, 3.1, 6.3 | Interprets and evaluates complex textual and visual information from various sources to identify content relevant to own work production |
Writing | 1.3, 1.4, 5.2 | Distils information from a wide variety of sources to develop accurate documentation using industry specific terminology, vocabulary and structure appropriate for audience and purpose |
Oral Communication | 1.3, 1.4, 3.5, 4.3, 4.4, 5.1, 5.3 | Participates in exchanges of complex ideas and information with others using questioning techniques and careful listening to clarify and confirm understanding Presents detailed information using language, tone and pace appropriate to audience and purpose |
Numeracy | 1.4, 3.6 | Interprets numerical information and applies calculations to accommodate work within budgetary considerations |
Navigate the world of work | 2.4, 4.4 | Considers the implications of legislative and regulatory requirements when negotiating, planning and undertaking work |
Interact with others | 1.3, 1.4, 3.5, 4.3, 4.4, 5.1, 5.3 | Selects and uses appropriate communication methods and practices to participate in discussions, seek advice and negotiate shared outcomes and agreement with others Demonstrates sophisticated control over oral and/or written formats to present information |
Get the work done | 1.2, 2.1-2.3, 3.1-3.4, 3.6, 3.7, 4.1-4.3, 5.1, 5.3, 6.1-6.3 | Takes responsibility for own workload and negotiates some key aspects with others Critically analyses all information relevant to design and production requirements Explores new and innovative ideas using experimentation, analysis and critical thinking to develop new approaches to design challenges Makes a range of analytical decisions in relatively complex situations, balancing the relationship between design purpose and appearance, client requirements and other constraints, to determine which concept best meets the requirements of the brief Uses formal and informal processes to evaluate development and realisation of branding solutions Uses advanced features of digital tools and applications to conceive, present and evaluate solutions |
Sectors
Visual communication – graphic design