Diploma in Graphic Design in Art Direction

Purpose

The purpose of the programme is to give students who have passed matric, and have the talent and desire to enter a career in creative communications in the advertising and design industry, the means to do so. Over a period of three years our aim is to turn creative potential into achievement by focusing on two tasks simultaneously - to solve business problems creatively, but with professional discipline; and at the same time to train the student how to fully exploit and master the craft of an art director or designer. They will learn the craft of typography, rendering, DTP, graphic design and art direction. Working with copywriters, they will learn how to formulate, write and work to a creative strategy, and will conceptualise print ads, television commercials, radio spots and promotional campaigns.

The course culminates with each student producing a portfolio of work demonstrating the talent they have, and the skills acquired, and that they will be able to make an immediate contribution in the workplace.

Rationale

The Red and Yellow School has evolved from an in-house training department within a major advertising agency to the fully fledged communications training facility that it is today. The School has developed an enviable reputation in the communications and advertising industry for producing people who are work-ready and effective from the day they enter the business.

Whereas other institutions provide academic training in the field of communications, the Red and Yellow School is unique in that it is the only school in the country - and perhaps the world - which is rooted in the communications business itself and where the students are coached by people who have proven records of success in the business and who are able to imbue this ability into young people.

The Diploma in Graphic Design and Art Direction comprises the one of the main creative sides of communications, as opposed to the management side. Its main competencies are conceptualisation, creative processes, writing skills, working in a team with a copywriter and with management types.

Graduates should be able to move seamlessly into the role of art director or designer in an advertising agency or design studio.

It is assumed that potential programme participants will have developed a passion for creative expression and have demonstrated the ability to express themselves creatively, particularly in the visual form. This could be demonstrated by an affinity for art, drawing and design.

Recognition of Prior Learning

This qualification may be achieved in part through the recognition of relevant prior learning and through experience as a practitioner in the fields of marketing and communications management. Providers are required to assess individual candidates against the exit levels of the qualification on a case-by-case basis.

Competencies relating to Fundamental Learning

1.1 Demonstrate competence in reading, writing and speaking the language of instruction in ways that facilitate their own academic learning and learning in groups or in classrooms.

1.2 Demonstrate competence in interpreting and using verbal and non-verbal elements to facilitate their own academic learning.

1.3 Demonstrate competence in basic drawing, illustration and rendering skills.

Competencies relating to Core Learning

2.1 Demonstrate knowledge of how an ad. agency/design company works.

2.2 Demonstrate competence in sourcing and applying creative ideas in visual communication.

2.3 Demonstrate competence in developing creative solutions for electronic advertising mediums.

2.4 Demonstrate competence in developing and presenting integrated marketing communication (IMC) solutions.

2.5 Demonstrate competence in working in a creative team.

2.6 Demonstrate competence in understanding advertising production.

2.7 Demonstrate competence in understanding the advertising research process.

2.8 Demonstrate competence in desk top publishing (DTP).

Competencies relating to Elective Learning

3.1 Demonstrate competence in understanding the principles and elements of art direction.

3.2 Demonstrate competence in understanding the art direction process.

3.3 Demonstrate competence in developing creative solutions for various advertising media.

3.4 Demonstrate competence in understanding the principles and methods of graphic design.

3.5 Demonstrate competence in understanding the graphic design process.

3.6 Demonstrate competence in developing creative solutions for graphic design in various applications.

3.7 Demonstrate competence in understanding the principles and applications of multimedia.

3.8 Demonstrate competence in developing creative solutions for the Internet/Web sites.

3.9 Demonstrate competence in creating and mixing sound to enhance the interactive multimedia experience.

3.10 Demonstrate competence in creating motion graphics and video for multimedia.

3.11 Demonstrate competence in CD Rom based multimedia.

3.12 Demonstrate competence in designing interactive media.

3.13 Demonstrate competence in designing and building computer games.

3.14 Demonstrate competence in creating animation and edit stills and films.

3.15 Demonstrate competence to develop a portfolio on CD Rom.

Outcomes element

Playback sessions are used as the medium fordelivering the outcome. This occurs by way of presentations, reports, openforums and crits/assessments.

There is also in-house training offered by media concerns, advertising agencies etc which replicates some of the application characteristics of the programme.

Assessment

The course is built on three formative and summativeelements

• Teaching element: class sessions where course directors and practitioners from the communications industry present issues, concepts, contexts and best practices as appropriate to the course component.
• Application and coaching element: projects are briefed into newly selected teams which conduct investigation and analysis to arrive at conclusions and recommendations. This project work is facilitated and reviewed by the originators of the particular brief as well as the course directors.