DDES9010 Design Concepts and Communication
Assessment Task 02
Understanding and Communicating Concepts
ASSESSMENT SUMMARY
Title: Assessment Task 02-Understanding and Communicating Concepts
Weight (%): 50%
Assessment Type: Project
Group work: No
Where to submit: Moodle
Assessment Description
Tutorial / Studio
Week by week lectures, resources and additional studio tasks will form. content in the online platform. Moodle. We use the flipped classroom as the model for our course structure, so it is critical that you engage with Moodle in advance of each tutorial session and be prepared with any questions. The iterative design that you develop over the course of fulfilling the design brief, in combination with tutorial / studio exercises and your own experimentation, should be retained in a comprehensive visual diary which will need to be submitted for assessment. These are a course requirement assessable as evidence of your thinking process and general engagement and contribution. Please read this project brief in conjunction with the full Course Outline as well as the material posted to Moodle.
Visual diary (or process journal)
Students are required to maintain a physical visual diary (a journal in book form) throughout the course as a record of studio and field drawings, research and concept development across all tasks. It is acknowledged that students use diverse media (smart devices etc.) to document their research, and ‘digital drawing’ can be part of your documentation, however your physical journal should be present for all assessments, with digitally-generated work included as print-outs inserted into your journal. Evidence of originality (e.g. on your device) must also be provided. All online submissions of your assignments must be supported by a curated journal which includes both scanned pages from your journal and digitally-generated content seen in class.
Design brief
This exercise is designed to develop techniques for analysis and development of visual narrative, and to build on your understanding of 2D and 3D space by expanding into 4D – time-based media. You will continue to develop your analytical, creative and conceptual skills. The core principle of the exercise is to understand how 2D, 3D and 4D elements work together to construct visual narratives and to express complex communications objectives. This project includes an emphasis on design process, so you will be assessed on the various stages you apply to answering the brief. The brief is broken into 2 parts:
Part A: analysis and research
• Watch and document at least x5 (five) motion title sequences featured at the Art of The Title website. You may choose any sequences except ones clearly stated in class as non-usable: https://www.artofthetitle.com/
The 'Art of the Title’ website includes conference and event motion graphic identities as well as film and television titles. You can also find this and other useful links on Moodle (Weeks 07 and 08).
• Select one of your chosen sequences and conduct a detailed analysis as outlined below. You may also select any title sequence of your own choice (but NOT a whole movie or TV program), in which case a website URL link to the relevant online video must be provided as part of your interim presentation. Your final 300-word reflection should also explain the reasons for your choice. The choice of this sequence will continue and be used in Part B of the assessment.
• Document (in your visual diary) your sensory experiences extensively from watching your chosen video sequence, and then progress to consider possible concepts that represent your personal response to the sequence – ask yourself ‘What is the visual language being used?’. In discussion with your tutor and peers, reflect on your feelings about your chosen sequence and describe your emotional responses as a concise text (max 200 words) which should be written/pasted in your visual diary.
Part A (Due Week 08): interpretation (30%)
• Analyse the video by using NINE out of the following list of film/design visual narrative codes:
o Colour
o Contrast
o Negative/Positive Space
o Repetition
o Metaphor
o Layers
o Form.
o Texture
o Character
o Typography
o Perspective
o Symbolism
• Make a series of nine 100 x 100 mm physical mixed-media boards that articulate your response to the video piece you have chosen. These responses can be quite personal. Mixed media is the use of MANY forms of objects, textures, materials and design techniques combined. At least x3 mixed media should be used per tile.
• Photograph and submit your nine mixed-media mini-boards digitally including written breakdown for each board (minimum 50 words per board). You will then build on your understanding of these components to conceptualise your own visual narrative.
• Critique x3 students classwork through written feedback online. Tutor will nominate names.
• Interim Submission: This stage of assessment will be required to be loaded to x2 (two) locations. Load to Forum title "Week 8 – Interim Submission – Assessment 02, Part A Mixed Media Boards" and to “Assessment Task 02, Part A - (Week 08)”. It is essential to submit one hour prior to your scheduled tutorial in Week 8. Your tutor will explain these requirements in class.
Part B (Due Week 11): narrative/conceptual development and finalization (70%)
• To complete Assessment Task 02, you are asked to develop a conceptual presentation for an experiential environment, which would be part of a future Vivid Sydney experience (https://www.vividsydney.com), by building on the nine narrative codes which you have identified in Part A.
• The imaginary experiential environment that you conceptualise can contain built elements, 3D spaces, video screens, illumination and/or projected elements, and you will visualise this multi-dimensional environment using diverse graphic, textual and pictorial techniques, finally distilling your concepts into a poster. Your tutor will show you examples and guide your direction. The concept should reflect your personal design journey and vision, and demonstrate a visual narrative as explained in your 300-word reflection. You should treat this as a high-level, professional concept presentation (for example to a prospective client).
• Final Submission: This stage of assessment will be required to be submitted only to “Assessment Task 02, Part B - (Week 11)”. It is essential to submit prior to your scheduled class in Week 11. Your tutor will explain these requirements in class.
Deliverables / submission
The final form. of your submission will be determined by your concept, and students have some flexibility in how they choose to resolve the brief:
• A2 Poster – The main deliverable is a graphically designed double-sided A2 size poster (portrait or landscape orientation). Your poster will be double-sided and contain both 2D and relief (3D) elements (for example texture swatches).
• Mood Board - The creation of at least 1 mood board to express the idea of the space and the experience in a visually rich and non-literal way. The board should aim to inform. on mood, emotion, spatial concepts, texture & colour swatches.
• Additional Component – In addition to the poster, you should present at least one other supporting component, for example, one of the following:
o a physical 3D model (e.g. lighting/projection maquette) photographed to support idea
o a short composed animatic/animation sequence (a link to a playable location such as Youtube is suggested) that explains the emotion and feeling of the space or would be played as part of the experience.
o a storyboard describing how the audience would interact with the space.
o additional media of your choice (e.g. audio composition, costume design, animated fly through etc) but must be discuss with your tutor first.
PLEASE NOTE: Creation of video, motion, audio or projected elements is NOT mandatory, and you will not automatically gain a higher mark for including 4D elements. You should discuss what is appropriate with your tutor. Any supporting components should be thoughtfully presented as part of an overall design vision and must also be submitted through Moodle.
• Generate a 300-word reflection on this design experience.
• Include the complete Part A submission from previous submission for reference. This is the opportunity to improve any mistakes, flaws and quality. This will be considered again as part of your research and analysis.
• Visual Diary – To be photographed and submitted in the single PDF. It should record the different stages of your design process, including references to visual precedents (by other designers), initial concepts, concept development and iterative design – from the original video experience to final conclusion. Your curated visual diary will be submitted for assessment.
• Completion of weekly class work submitted to class forum.
Submission details for Assessment Task 02
Interim digital submission in Weeks 08 (Your tutor will advise the timing) will consist photographing a mounted nine 2D/3D mixed-media (relief) 100 x 100mm boards that visually communicate your design analysis of the video – based on nine of the film/design codes provided. You will also write a minimum typed 50 word analysis of each narrative code to accompany the mounted pieces and an additional 50 word break down of each tile and intended meaning. Mounting must be professionally labelled with your name and student number (typed and printed).
Final submission Week 11
A2 poster may be digital or physical and supporting boards/models should be mounted on foam-core or a similar lightweight substrate – appropriately labelled – presented in professional manner, with supporting media. All materials will be digitised and submitted as a single PDF including with any links to video or audio clearly displayed.
Upload to Moodle
Upload a single pdf file to Moodle using the following protocol to name your file: surname_firstname _zXXXXXXX_task02.pdf
Your online submission to the folder Assessment Task 02 – Part B (Week 11) in Moodle must include the A2 poster, a photograph of the 9 mixed media boards (from Part 2), photographs of models and supporting boards, your 300-word reflection on your learning experience in Assessment Task 02, as well as curated pages from your visual diary documenting your design process.
Assessment Criteria
Your work will be evaluated across the following assessment criteria:
• Process Journal: Documentation of design process including research, analysis and reflection (20%)
• Concept Development (20%)
• Design Development: Research and analysis (10%)
• Design Development: Project development and quality of the formal resolution (20%)
• Presentation Methods: Quality of the visual presentation and communication (30%)
Course learning outcomes addressed in this task:
1. Describe the elements and principles of design through their application to a project.
2. Develop and apply an effective design process.
3. Critically evaluate and communicate personal ideas and design outcomes.
4. Employ conceptual strategies to support responses to design problems.
5. Apply fundamental research methods to inform. responses to a design solutions.