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Visual Communication Design: Collaborative and Individual Design Practices
Semester one 2010

Assignment two: developing a strategy for retelling the story (individual - 100%)

Introduction: This assignment requires you, as design practitioners, to develop a topic which can be addressed through design
activity. It is one in which research through design is the primary method or approach.

“Contemporary design is not always concerned with problem solving, or operating in relation to a ‘client’s
brief’. The exploration of a theme that interests the designer, and the graphic response to that theme
which might enlighten and help to describe new visual languages that are applicable to other graphic
solutions, is a core part of the research agenda. In effect, this places the design methodology itself as a
central component of the design process. The testing and development of a visual vocabulary relevant
to a specific context may then be further developed in order to address a number of problems within that
same context. The resultant ‘solutions’ can then be drawn upon by the designer in relation to further
practical work.
It is important at the outset, however, for the designer to establish a clear set of intentions for an
individual project and a critical position, relative to the subject being explored, so as to be able to reflect
on progress made and test the resulting graphic messages against a set of stated criteria. The resultant
design propositions are then both a combination of personal exploration of the subject and a nascent
visual language that operates within a set of predetermined objects.”
I. Noble & R. Bestley. Visual research: an introduction to research methodologies in graphic design.

Aim:
To develop ability to collate, analyse and evaluate material associated with a topic and to form a design proposal (or brief) that
will enable further execution as a design project.

Learning outcomes: at the end of this assignment you will:

• Use research data to scope a design problem.
• Apply divergent and convergent thinking to a design problem.
• Initiate, plan and develop an individual design strategy.
• Demonstrate technical competence in concept visualisation.
• Engage in reflective practice through relating group and personal work within a professional context.

Brief:
The objective of this assignment is to utilise research to develop a clear critical position (central proposition) and a set of intentions
(communication objectives), relative to the subject being explored as an individual project. This will enable the development of
a visual strategy in relation to those intentions and will open up opportunities for the testing and development of a visual vocabulary
revelevant within this context.
Assessment criteria: at the end of this assignment your presentation will be assessed on the following:
• Workbook: evidence that shows identification and critique of contemporary visual communication design focused on a specific
area or topic of interest and the development of a critical perspective towards that interest. Evidence of understanding of your
critical perspective through generation and development of design concepts and visual exploration.
• Abstract/design brief: articulation of relevant research, understanding of topic, development of critical perspective and
appropriate visual communication design issue, and outline of design strategy and methods for its resolution.
• Poster: visual representation of design process.

Workbook:
The workbook can be any form, physical or digital. Here you will collect images, writings, note thoughts, develop ideas and present
visual exploration. The workbook is an important record of your design process and will accompany your final submission at the end
of the semester.

Abstract/design brief:
The abstract is both a summary of your research and a distillation of the core ideas of the topic or project. This will emphasis the most
relevant research that contributes towards a proposed design solution (brief). The abstract will form a key component of your final
poster presentation. Abstracts should be approimately 200 words (excluding timeline).

in your abstract you will:

1. present the research question or central proposition which positions the study (WHAT);
2. short description of the topic, its significance, context and relevance (WHAT, WHY, WHO);
3. outline the intended communication objectives (WHY);
4. short reflection on the research, origional investigations, experiments, technical achievements and reflections (HOW);
5. overview of intended design process/strategies (HOW);
6. present a production timeline (HOW).

Poster: the poster is essentially the abstract in a graphic format. It is designed to communicate all stages of the above content
clearly and visually. A viewer should be able to read your poster (and hopefully understand your project) in under 10 minutes.

the poster will contain:

1. title.
2. abstract outlining relevant research, description of topic, central proposition and communication objectives.
3. overview of intended design strategies.
4. description and reflection of key design activities, experiments and technical achievements so far.
4. present a production timeline.
5. visual material to illustrate process (captions should be used where relevant).

Schedule:
Week 6. present outline of individual project.
Easter study break
Week 7. confirm topic and present/critique work to date and intended next step.
Week 8. discuss communication objectives and design strategy.
Week 9. timelines and poster.
Week 10. poster presentation, Great Hall.
Week 11. feedback and reflection.
Week 12. final handin - workbook, abstract and poster.