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Investigate and communicate to an audience, the relationship between design development, final output and use



HND Art & Design – Graphic Design

Academic Year

Year 2

Unit Number & Unit Title

Unit 39 Advanced Graphic Design

Assignment Author




Assignment Title

Design Agency Project

Date issued


IV Name and Date

RB 30/09/20

Formative Submission Deadline

Summative Submission Deadline








15 Feb 21




13 Nov 20


31 March 21


4 Jun21



Good Academic Practice

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Examples include:

  • Purchasing work and presenting it as your own.
  • Plagiarism is passing off someone else’s work as your own such as:
  • Using quotes without the use of quotation marks.
  • Using images produced by another person without acknowledgement.
  • Using data or ideas without acknowledgement.
  • Copying another person’s work.
  • Getting someone to help you write parts of your submission as if it were your own.
    • Collusion is when two or more students working together without prior authorisation from the academic member of staff concerned (e.g. programme leader, lecturer etc.) to produce the same or similar piece of work and then attempting to present this entirely as their own individual submission.

It is important that you are clear about what you need to do for each assignment and how you can do it. If you are not sure about any rules regarding academic writing and referencing, guidance is available from many DGHE sources including Moodle, our Library and Study Skills Support teams and from your module leaders/personal tutor


Purpose of this assessment

This assessment tests your ability to develop a significant project that will provide you with the knowledge and understanding of the profession of graphic design as well as the skills and experience to continue your studies or enter employment, in a broad range of sectors such as editorial, branding, web, print and screen-based industries.


You have just graduated and are working for a small but rapidly growing design agency. There a lot of new jobs coming in and the Creative Director has presented you with a number of possible briefs. The agency structure is such that most designers work on their own small to medium size jobs, often handling the project from the start of the to finish in the design cycle. So, you will be required to take the job from brief to final visual stage, and you may also need to control artwork, production and launch plans. You will also have likely contact with the client as well as your creative director.

Task 1

When you begin working, it’s important that you understand how your role works with others, and how the range of skills and roles within graphic design fit together to complete projects. Before you begin working on the brief for this unit, you will create a research document which helps you understand the stages a project goes through, and the variety of roles involved in realising creative work. This doesn’t have to be overly designed just simply and clearly laid out and easily viewed as a landscape PDF, it should contain all final content and imagery, well referenced and cited.

To help focus your research, you should answer the following brief:

“Investigate and communicate to an audience, the relationship between design development, final output and use”

This should be your own opinions and discovery as a student of graphic design. You should create an in-depth investigation that both illustrates and explains the phases of a graphic design project. You must also show how different projects may differ in their phases (e.g. a printed object compared to a screen-based project) by choosing specific examples to demonstrate this and discuss those differences.

You should evaluate your research and critically analyse the relationship between client requirements and the target market.

Your pdf document for this task should show evidence of:

  1. Well selected examples of project cycles to show an understanding of a range of different projects. One of your examples should be relevant to the area of the industry you aspire to work in and brief you will work on for this unit.
  2. How you use Information Graphics to illustrate the phases and life cycle of the projects, including what happens once work is launched to the public.
  3. Discussion of different professional roles carried out by individuals and/or other companies or professions, and how these fit into the full cycle of the project.

You should use as much original content as possible, for graphics and text. It is ok to use the words of others to support your opinions and statements, but these should be correctly referenced.

You must provide evidence of independent research by applying the Harvard Referencing System with in-text citations and a reference list.

This provides evidence for LO1 Word count: approx. 1,500


Submission Format

The evidence from this task you will show in your final assessment document is:

1 - A3 landscape document showing all research, analysis, evaluation and visualisations of the information above.

It is up to you how you present this, as long as it works in landscape PDF format. Consider clear and wellstructured content using appropriate font hierarchy and logical display of information.

Any research where you use the work or wording of others, should be referenced using the Harvard referencing system. Please also provide a reference list using the Harvard referencing system.

The recommended word limit is 1,500 words.

Task 2

Now you have a greater understanding of how the industry you want to work in operates, you are working to the following scenario:

The director of the agency you have started working for has confidence you understand how the full cycle of a project works, and has decided that you can manage a whole project. There are a number of new briefs coming in, and you have been given the opportunity to select the one you would prefer to work on. This project will run alongside others you are working on, so you need to plan it well. It’s a big job and it’s really important to the director, and so you need to plan and use your time wisely. For this stage of the project you are asked you to develop a range of potential concepts, select one of these and prepare a Design Proposal for submission to the director for review.

(Please refer to the annex on Moodle for the brief options.)

The annex briefs are starting points giving you the flexibility to decide on the direction and ways of working most suited to the portfolio which you want to leave the course with. Once you know which brief you are working on, you will need to assess that initial brief and take steps to define a full project brief.

You should explore all client requirements and identify opportunities and limitations with regards to both the target market and the client.

Based on this research, you should then develop 3 different concepts which could resolve your selected brief and give your director and client a range of possible outcomes.

Task 2 - Part A - Initial Concepts

Create initial designs through exploration of your strategy. You should create alternate options and explore different ways to achieve a solution. You should include research, experimentation and analysis of your designs, exploring areas relevant to your project such as:

look and feel, art direction, typography, USP, tone of voice – all in line with your strategy and proposal. You should include:

  1. Initial scamps/ scribbles / early ideas – to back up this work. (including analysis of them).
  2. Initial proposals – not polished and finished, but presentable to a client. Fit for purpose and relevant to intended output format. Consider mock-ups and prototypes where applicable.
  3. Design Statement – that justifies your strategy and initial for each of your proposals.


In developing these 3 concepts, you should show evidence of how you have:

  1. Evaluated and defined a thorough project brief through questioning, research, and critical analysis.
  2. Identify / show an understanding of the target market, and their needs.
  3. Give an outline of the intended design direction and strategy.
  4. Consider: look and feel, art direction, typography, tone of voice.

You will present these initial concepts and get feedback on these, and this feedback will help you decide on the final concept.

After your presentation you must show evidence of how you evaluate your feedback. You should create a report detailing the client feedback. This should clearly review what was said by the client and give clear instruction as to what needs to happen for the next stage of designs and presentation.

This must include:

  • What was liked by the client, what wasn’t? And WHY?
  • Your own critical evaluation of that feedback.
  • Your own critical evaluation of your own work.
  • Action you intend to make because of both: the client’s comment, and your own, or internal review.
  • Schedule update – adjust the timeline with any further discussed deadlines.

This feedback and your evaluation of it will inform which one concept you take forward into Part B.

Task 2 - Part B – Final Design Proposal

Once you have decided and justified your final concept choice, you will work towards making a final design proposal of ONE of your three concepts through a process of iterative development and refinement.

As well as revisiting steps from the first stage of your development, you should also evaluate the resources required to meet the brief. This should include phases and steps required to complete the work taking the job from initiation to completion, detailing timelines and estimated costs.

In developing this document, in addition to the points A-D above, for your final concept, you should also show:

  1. Include design phases and review stages with a timeline.
  2. Include costings.
  3. Any legislation that should be considered
  4. Include Scope of project and contractual obligations.

Your Design Proposal should make it very clear why your proposal makes sense and would work for the client and identified target market. Your Design Proposal will be used as the basis for justification to the client, so the link between your design, the client, and the target audience should be well explained and analysed.

This is a client facing document, so it should be well considered and develop visually to be appropriate for the client, the brief and your proposed solution. As well as having this as a document, you must also present it in person or via Zoom, so you should test and practice how this can be done most effectively.

This provides evidence for LO2 & LO3

Submission Format

Task 2:

The evidence from Task 2 you will show in your final assessment document is:

1  – An A3 landscape document showing all research, development and experimentation you have carried out from the initial brief, development of your 3 concepts, presentation of these, choice of final concept making use of feedback, and development of the final Design Proposal.       This document should include things that have not worked as well as successful outcomes, and your thoughts and evaluation about your progress.

2  - The final Design Proposal as an A3 Landscape document, and recorded presentation of this. Remember to use Harvard referencing when showing examples that belong to others.

Task 3

The client is excited by the initial phase presentation. You must keep up momentum and respond with excellent standard final proposals based on the feedback. Your director has now introduced you to the client, so you must work to maintain that relationship, achieving results in a timely and professional manner. You have been asked to be at the final presentation where you will present the final proposals to the client.

From the feedback you have received and your action plan for next phase, you should now create final design solution that comprehensively answers your brief and design proposal (including any client modification). You should also detail the launch phase including steps to final artwork, prepress, and print, digital development etc through to launch stage.

Task 3 - Part A - Final Designs

You should include:

  1. Final Designs – high quality client ready visuals of all design elements.
  2. Production portfolio / detailing all assets and components of final artwork and communication.
  3. Updated Design Statement – that justifies your design strategy and final proposals. This must include discussion of how your final work meets the needs of the Target Audience.
  4. Launch Plan – Including Prepress, Print, marketing, website launch and print distribution considerations where applicable.

Steps 1 -4 should be in one A3 landscape format PDF and be able to be printed. You should use this as the basis of your presentation to the client.

Task 3 - Part B - Final Client Presentation

You will present to the client and other members of the client’s team/staff to explain your Final Proposal. So, you must present in as much detail as is required to sell in your idea effectively. This should be a client standard presentation, detailing your final proposal lasting 10 minutes (max). (Format: PDF or PowerPoint / Keynote with links to moving image where appropriate).

The client will also take this back to the company as a hard copy, where other member of the team will also make decisions, so you must ensure that any information in your presentation is also included and well explained in your PDF version, which the client will take back along with the presented version.

Task 3 - Part C - Evaluation of Proposal & Launch Plan

In order to justify how well your final proposal meets the needs of the target market, you must create a report which assesses both your design proposal and your launch plan, specifically in relation to the target market.

Word count for Part B approx. 800 words

This provides evidence for LO4

Submission Format

Task 3:

The evidence from Task 3 you will show in your final assessment document is:

1  – An A3 landscape document showing all research, development and experimentation you have carried out towards resolving the brief from this stage. This document should include things that have not worked as well as successful outcomes, and your thoughts and evaluation about your progress.

2  – Final Design PDF document including written explanation of all components of final artwork and communication.

3  – Final Client Presentation (in person or via Zoom) and document you used to present your work. 4 – Written evaluation of Proposal & Launch Plan

The current Assignment Brief covers the following Learning Outcomes

Grading Criteria

Learning Outcomes




Task No.



Investigate the relationship between design development, final output and use.


Illustrate the phases of a graphic design project.



Explain a graphic design project life- cycle, including post- launch actions.


Compare the changes in the phases in a graphic design process, for different types of project.


Task 1

Task 1Research PDF  1500 words



Discuss the different roles that are involved in the full cycle of a graphic design project.



Produce a graphic design proposal, based on a critical analysis of the relationship between client requirements and target market.




Develop a graphic design proposal, based on client requirements and design constraints, in response to a brief.


Define a project brief, by exploring client requirements and design constraints.



Evaluate the resources required to meet the needs of a project brief.


Evaluate the time and costs required for a graphic design project.

Task 2

Task 2 - Part A - Initial Concepts PDF




Task 2 - Part B – Final Design Proposal PDF


Produce graphic design prototypes, based on research and analysis, in support of a design strategy.


Produce initial graphic designproposals, resu lting from an iterative process involving research, experiment and analysis.


Evaluate client feedback in order to refine design proposals.


Task 2

Task 2 - Part A - Initial Concepts PDF




Task 2 - Part B –

Final Design Proposal PDF



Justify a graphic design strategy through a design statement.




Create graphic design outputs that illustrate an integrated creative practice, combining a critical evaluation of client feedback and design iteration.




Present a graphic design solution and production portfolio to a client in response to a brief.


Present a final graphic design proposal to a client.



Discuss how a final graphic design proposal meets the requirements of the target market.


Assess a graphic design proposal and launch plan, in relation to the requirements of a target market.

Task 3

Task 3 - Part A - Final Designs PDF


& Task 3 - Part B - Final Client Presentation &






Task 3 - Part C- Evaluation of Proposal & Launch Plan

Student Achievements and Assessor Feedback

Student achievement and Assessor feedback for both formative and summative submissions will be recorded within Grademark Turnitin via Moodle and will be available for students to view as notified on Turnitin. Please use exclusively the grade classification below.

Assessment Grading Scale


Grade Classification

Numeric Value (on Grademark)

Grade Listed As















Unclassified/ Referred




Alleged Academic Misconduct



Student submission and declaration

The following declaration will be inserted in the Turnitin link for both formative and summative submissions:

‘I certify that by submitting the work for this assessment on Moodle (and via Turnitin) it is my own work and all research sources are fully acknowledged using the Harvard system of references. I certify that there are no personal or mitigating circumstances that have affected my work.’

By submitting such document, you acknowledge that your work is your own, and abides by the DGHE code of conduct, and Pearson regulations.

Please note that in case of academic malpractice DGHE reserves the right to decline to accept the work for assessment purposes, and/or conduct an investigation, which might result in an oral presentation, oral or written exam, or any other appropriate form of examination. Further information can be found in the academic integrity and misconduct policy, the assessment policy, and the student handbook.

Understanding what a command verb is

Your assignment will always have a series of questions or points that you will need to address. The first step in successfully addressing your assignment questions is by understanding what your lecturer wants from you, and this means understanding the command verb of the question.

What is a command verb?

This is constituted by an imperative verb that gives you a specific instruction.

What are the common command verbs your assignment has and what they mean?

The following is not a complete list however, it can help you to understand what is expected of you.

Explain = to describe a situation in detail or present relevant facts. E.g. To say it’s a chair, it’s descriptive but not explanatory, to say it’s a wooden chair, made of mango woods, that has four legs, and an arm rest, is to explain.

Assess = to evaluate the relevance of something. E.g. To say Brexit is an important event in the UK, is factual but not evaluative. To say that the impact of Brexit on the automotive industry is yet to be determined, but a likely estimate situates a loss of manufacturing plants, and consequently jobs in the UK, is evaluative.

Compare = to measure how similar or different something is. E.g. To say that surrealism is different from cubism, is to state a fact. However, to state that while both movements are considered modern art, cubism popularised by Picasso, breaks down the subject matter and reassembles it in an abstract form, while surrealism, popularised by Salvador Dali, focuses on the subconscious mind and portrays everyday objects in a unfamiliar setting.

Analyse = to examine something in detail. E.g. To say that the UK judicial system is complex is too simple however, to say that the UK judicial system is complex due to historical reasons, and that has led to separate jurisdictions with one system for England and Wales, another for Scotland, and another for Northern Ireland. In England Wales at the lower instance you have the magistrate courts and tribunals, followed by the crown court, and the county court, high court and court of appeal (detailing what are the key functions for each of these and how the interrelate with one another, and for the other judiciary systems, and finalising with the UK Supreme Court is to analyse a subject).

Don’t forget you can always refer to your lecturer for other verbs not included here or your study skills tutor.

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