Elements and Performance Criteria

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.

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.