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Visual Arts - external exemplars Level 3 2017 - Design
Show: External Exemplars
The resources below contain examples of candidate work submitted in 2016 for assessment for the Visual Arts Achievement Standard 91455 Produce a systematic body of work that integrates conventions and regenerates ideas within design practice. The purpose of this resource is to assist art teachers prepare their teaching programmes and their students for assessment.
It is important to note that this is a 'Moving Image' presentation. Please refer to assessment specifications for AS91457.
Moving Image Exemplar: Excellence
“Meraki":
This submission based on a Musician/Band called ‘Meraki’ encompasses both moving image conventions alongside traditional graphic design processes. The candidate establishes a strong and clear relationship between the two processes and both modalities are able to contribute to the other, building on the understandings gained in each section of work.
Initially the moving image component documents the process used to generate the ink/fluid imagery used in the graphic component of the submission. However, in parallel the filmic sequences show a clear understanding of a variety of appropriate conventions including selection of viewpoint - such as close-ups, panning shots and appropriate lighting.
The clever investigation and experimentation with the ink into water leads directly to the imagery used in the logo graphics. The best ideas from the logo are critically selected for further development in the poster sequence where the human figure integrates with liquid imagery to produce an effective sequence of posters. The decision to ‘bounce’ the slides makes it difficult to see the quality of the graphic design and this is not recommended.
In some instances, a submission that has two quite different approaches can struggle to show synthesis and a systematic approach. However, this exemplar manages an iterative process across graphic and moving image modalities and is able to synthesise and capitalise on the different types of conventions each uses. This multi-faceted approach becomes a strength of this submission as it allows the candidate to explore and make in-depth decisions in a variety of ways.
In the sections devoted to physical printed matter outcomes, such as the DPS, it is good to see that the object being designed is actually realised and in this instance the candidate has shown us the completed magazine. This also signifies the sincerity of the dual nature of this submission as the achievement criteria are met in both graphic and moving sections.
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| Panel 1 (JPG, 5.6MB) | Panel 2 (JPG, 5.8MB) | Panel 3 (JPG, 6MB) |
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‘ETHICAL NATURALS’
‘Ethical Naturals’ is a Design brief for a cruelty-free cosmetics company that specialises in natural and ethical beauty products. The creative process is purposefully set up through the management of a photo shoot and an investigation into products, models and natural ingredients. The candiate uses the product as a mark-making device and drawing medium to enhances an already rich image bank that determines options and ideas at the outset.
A wide range of ‘design thinking’ strategies are implemented to explore a range of brand marks. Typographic principles and image/icon relationships synthesise type, symbols and organic matter. Visual outcomes are contained by a restrained colour palette which supports a systematic process and conveys brand consistency. A number of thoughtful strap lines communicate and activate brand characteristics.
The image bank is utilised in series of posters to create a range of clearly communicated text and photograph relationships. Here, images are desaturated and used alongside iconic colour branding and layout structures. The typeface consideration and extrapolation of type is a standout feature of this submission. Additional graphic elements such as the line symbol are used as iconography, linking previous ideas and providing new ways to talk about organic matter.
There are a number of conventions and in-depth ideas that play out within each of the collateral formats (also known as individual briefs) and all of these decisions are extended and managed with clarity and fluency. The contextualisation of formats in board three is another example of command of precedents and conventions which bookends a very comprehensive and elegant body of work.
Moving Image Exemplar: Merit
"Take 5":
This is a considered and playful project on healthy eating that clearly understands its youthful target audience.
It starts in a traditional graphic design manner with both logo and poster development. A range of options for the logos are presented with the final outcome shown in an animated sequence as part of its website design. The sincerity of the move into moving image ensures that a digital format is suitable for this submission. The poster sequence builds on the established aesthetic and shows the selected imagery is entirely of the candidates making and is fit for purpose.
In the first significant moving image component for the campaign advertisement, four different options are shown including stop motion animation and collage based techniques. These options show a purposeful investigation with a breadth of ideas. The candidate then selects, edits and refines ideas for the final outcome. Throughout, there is a close and coherent relationship between 2D design and the moving image where sequences of work look back and then forward. Ideas are intrinsically developed, improved upon and consolidated. Photographic and illustrated options are playfully and purposefully integrated. The final ideas build on concepts trialed, with clear regeneration and extension of selected ideas.
The website brief further builds on the established aesthetic and understanding of website navigation conventions are demonstrated in this section. A clarification in the thinking is evident in the final solution as the still/graphic components and the moving images are brought together.
This is a very good Merit Moving Image exemplar. This candidate clearly ‘owns’ their submission, from the selection of the aesthetic and the models, to the appropriateness of the animation technologies employed to communicate ideas to their audience.
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| Panel 1 (JPG, 5.3MB) | Panel 2 (JPG, 5MB) | Panel 3 (JPG, 4.8MB) |
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MISBEHAVE
‘Misbehave’ is an anti-smoking, drinking and drug-taking campaign that employs and exploits a range of graphical drawing tactics.
This is a confident Merit exemplar which begins with and capitalises on a controlled and purposeful drawing approach, from the get-go juggling pictorial conventions within collage, digital drawing, linear and photographic conventions across various collateral phases with assurance.
The management of the graphic attitude is the standout feature of this submission as is the purposeful shift towards corporate infographics that introduces more ambitious content and ideas.
There is a controlled sensibility and strength in the candidate’s ability to clean out and refine pictorial language across three boards.
The candidate presents a range of options for many of the collateral investigations - using their previously established drawing approaches to reform a final solution. However, this performance could have benefited from greater brand cohesiveness and further extension within some of the collateral investigations. The large scale image of the final website homepage is unnecessarily big and takes up valuable real estate on the board. A secondary process of regeneration and synthesis for the poster, brochure and app investigations might have seen this submission achieve at Excellence
Moving Image Exemplar: Achieved
"Unum":
This submission explores a campaign for Gender Equality awareness. It begins with a photo shoot set in a studio environment and quickly moves into exploration of logo and poster outcomes with a psychedelic 60’s palette and aesthetic. This sensibility is the cornerstone feature that holds this submission together. The moving image components intrinsically happen in the advertisements and finally a website sequence that combines both graphic and moving image design.
In the logo design a range of 2D logo concepts are explored and the candidate arrives at a final solution that scaffolds out of earlier ideas in line with a systematic inquiry. It is clear to see the conventions and ideas informed by research and stylistic influences in this submission as is the case in the majority of Achieved performances.
What is interesting in this exemplar is the shift in and out of two or three aesthetic sensibilities - from clean photographic to graphic psychedelia to the influences of the Bauhaus. This ambition is clearly seen in the campaign advertisement concepts which explores a range of pictorial strategies and aesthetic sensibilities - morphing collage, photographic imagery and hand drawn illustration. The final campaign attempts to integrate these graphic conventions and there are some good ideas emerging in these sequences that could have benefited from purposeful integration of conventions and further regeneration. A focus on mastering one or two modalities might have aided this submission and been a better use of time and focus.
The website indicates a slight shift in aesthetic direction while retaining its campaign branding and colour palette. This is a good Achieved performance that selects music appropriate and sensitive to the visual language.
PACIFIC SURFRIDER FOUNDATION
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This submission is a great example of a brief linked to a candidate’s interest. The brand development for ‘Pacific Surfrider Foundation’ begins through a ‘drawing in’ of resource material - using found and hand-drawn imagery to produce a logo. The journey to resolve the logo is systematic and fairly linear. The degree of iterative process and research to inform an image bank is highly typical of what we see in the majority of ‘Achieved’ achievement performances.
Throughout the submission there is an understanding of type hierarchy and relationship between motif and type. A number of graphic design conventions, such as reversed motif, holding devices, interplay between flat and photographic imagery, floating frame, pattern and texture are understood and employed across a range of collateral types (flyer, pamphlet, merchandise, DPS, and webpage).This submission sits in the top band of Achieved folios. It's strength lies in a consistent performance across all briefs.
This is a high Achieved submission in part because of the understanding and use of conventions to create a brand, but also in the presentation of all of the collateral to reinforce the readability of the brand. The candidate places and contextualises merchandise outcomes into the website which are appropriate and believable. The reductive selection of colour unifies the brand collateral and is appropriately related to the brief and client. To achieve at Merit this submission needed to evidence more purposeful regeneration within each brief by refining ideas through a development phase before reaching a final.
The reliance on the water image and logo is superseded by the move into geometric pattern on board three which is a significant lift in the regeneration of pictorial devices. Board one and two travel quite slowly, with limited decision making. This performance would have benefited from earlier application and further regeneration of the devices being explored in the magazine spreads and website phases.