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Evidence Guide: CUVGRD607A - Develop graphic designs for branding and identify

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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CUVGRD607A - Develop graphic designs for branding and identify

What evidence can you provide to prove your understanding of each of the following citeria?

Interpret creative briefs

  1. Analyse creative briefs in terms of branding or identity objectives
  2. Develop an understanding of the broader context for the design work
  3. Develop shared understandings of the scope and nature of branding or identity work with relevant people
  4. Negotiate and confirm practical considerations, including schedule and budgetary requirements
Analyse creative briefs in terms of branding or identity objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop an understanding of the broader context for the design work

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop shared understandings of the scope and nature of branding or identity work with relevant people

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Negotiate and confirm practical considerations, including schedule and budgetary requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate potential approaches to branding and identity

  1. Consider current and emerging trends and ideas about branding and identity and their impact on the project
  2. Analyse the client’s current approach to identity and brand strategy in the context of the work project
  3. Identify the particular production factors that impact on branding and identity work
  4. Assess and respond to legal considerations for branding and identity design
Consider current and emerging trends and ideas about branding and identity and their impact on the project

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse the client’s current approach to identity and brand strategy in the context of the work project

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify the particular production factors that impact on branding and identity work

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess and respond to legal considerations for branding and identity design

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Generate and assess ideas

  1. Identify and source references for branding and identity work
  2. Explore the key questions that underpin branding and identity design
  3. Experiment with different techniques and media as an integral part of ideas generation
  4. Generate design ideas that support key client objectives
  5. Maximise contributions of others through collaboration on ideas as required
  6. Reflect on ideas for technical, creative and budgetary implications
  7. Refine and select approaches that best balance the overall needs of the brief
Identify and source references for branding and identity work

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Explore the key questions that underpin branding and identity design

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Experiment with different techniques and media as an integral part of ideas generation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Generate design ideas that support key client objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Maximise contributions of others through collaboration on ideas as required

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Reflect on ideas for technical, creative and budgetary implications

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Refine and select approaches that best balance the overall needs of the brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop designs to support branding and identity

  1. Develop designs from initial concepts ensuring that all production and design factors are taken into account
  2. Realise designs from initial ideas by working confidently with the elements and principles of design and taking account of production factors
  3. Combine conceptual and technical expertise in creation of design solutions
  4. Engage in an ongoing process of testing, creative collaboration and refinement during the design process
  5. Engage with other experts on relevant technical, legal and business requirements
Develop designs from initial concepts ensuring that all production and design factors are taken into account

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Realise designs from initial ideas by working confidently with the elements and principles of design and taking account of production factors

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Combine conceptual and technical expertise in creation of design solutions

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Engage in an ongoing process of testing, creative collaboration and refinement during the design process

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Engage with other experts on relevant technical, legal and business requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Finalise designs

  1. Negotiate and agree to modifications and amend designs as required
  2. Develop accurate and comprehensive documentation to support the production process
  3. Present final designs and documentation to relevant personnel and confirm
Negotiate and agree to modifications and amend designs as required

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop accurate and comprehensive documentation to support the production process

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Present final designs and documentation to relevant personnel and confirm

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate design work and process

  1. Evaluate completed design in terms of its success in meeting objectives
  2. Assess the work against other creative, technical and business considerations
  3. Analyse and evaluate feedback from client and others
  4. Reflect on own role in design process and note areas for future improvement
  5. Develop strategies for further development of own skills
Evaluate completed design in terms of its success in meeting objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess the work against other creative, technical and business considerations

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse and evaluate feedback from client and others

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Reflect on own role in design process and note areas for future improvement

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop strategies for further development of own skills

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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.

Required Skills and Knowledge

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.

Range Statement

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.