Qualifications and standards

Scholarship design exemplars - 2014

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Outstanding Scholarship

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Panel 2 (JPG, 930KB)

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Entire Folio (JPG, 2.5MB)

Sample Workbook pages

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Sample page 2 (JPG, 2.6MB)

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This Outstanding Scholarship Design submission presented a highly energised and focused investigation that drew upon the candidate’s own personal family history. The brief was to create a graphic identity and promotional material for a genealogical foundation called Trace. This is a personal project—it is based in their life (the candidate is one sixteenth Chinese) but relates to an audience the way a museum does to its visitors.

The various briefs deployed were inventive, real and lateral and supported the candidate to engage at a truly ambitious level. A real strength to this submission was the depth of research, not just surrounding the topic, but in the assembling of visual material that was then used in a myriad of ways. This is an incredibly intelligent foray into how type and image can activate action and interest in a topic through good design.

Throughout the workbook the candidate evidences the design process. Approaches such as illustration, drawing, hand and digital experimentation are both documented and notated. There is obvious fluidity operating between the hand drawn qualities of the sketched ideas, eg. visual identity and event id and the mechanical or digitally rendered. It is clear the candidate understood how subtle translations between these two modes embedded concepts that located a sense of the personal for an audience, ie. the presence of the hand in the making brings a reverence that is both respectful and celebratory to the design.

At almost every shift the candidate brought to bear innovation combining insightful, thoughtful analytical thinking with ambitious interplay between design conventions and concept. The interweaving of other disciplines: their own painting, event-based installation and carefully selected objects into each design brief was deftly handled and cleverly managed. Titles and phrasing for each sub-campaign reinforce the way this submission has been conceptually developed – the foundation, Trace, exhibition title, Uncover your roots as well as Branch out, Get to know your family tree, etc. These are all clever and playful draw cards for audience.

This candidate demonstrated an amazing ability to engage the audience in their project with as much interest and excitement that they obviously had. The proposal for the Dunedin Settler Museum is lateral and convincing and makes you want to go see it. In the workbook, an extensive parallel body of work was revealed that confirmed - 'no stone has been unturned' - which while somewhat metaphorically relevant to the topic is also a signifier of what makes this submission an Outstanding Scholarship.



(click icon images to see a large version in a new window)

Panel 1 (JPG, 869KB)

Panel 2 (JPG, 783KB)

Panel 3 (JPG, 816KB)

Entire Folio (JPG, 2.3MB)

Sample page 1 (JPG, 3.5MB)

Sample page 2 (JPG, 3MB)

Sample page 3 (JPG, 3.3MB)

Sample page 4 (JPG, 2.9MB)

Sample page 5 (JPG, 3.3MB)

Sample page 6 (JPG, 3MB)

Sample page 7 (JPG, 2.7MB)

Sample page 8 (JPG, 2.5MB)

This Scholarship Design submission focuses on a new television programme, Inside Out that plans to address topics not commonly discussed in New Zealand media; drug abuse, peer pressure and personal issues. Aimed at secondary school students and young adults, the show will include factual information, statistics, opinion and debate. This direct and challenging proposition is fully supported in the accompanying workbook pages with consistent and logical analysis and reflection.

At the outset the candidate designs a logo that explores the idea of a life-buoy as a metaphor for saving lives and/or saving youth who are affected by the topics. This is a clever idea, which then is used in various guises; motif, metaphor, symbol. The approach is up-front; ideas are intelligent, imagery is strong and the type communicates directly.

In the design of the website and smart phone app, the candidate demonstrates in-depth knowledge of a range of artist’s models with a particular focus on Pop Art. Linear devices are used to makes connections between the life buoy and related ideas. Appropriately, a monochromatic colour scheme is utilised and then is successfully reinvented throughout subsequent briefs. Solutions are consistently intelligently adapted and trialled across a range of digital platforms.

The candidate designs an opening sequence for the television channel (top of panel 2). A story-board approach is adopted displaying type and images that explore a range of positive and negative grounds through silhouette, shape and colour. The result is effective, a hard-hitting message that captures the rawness of the topic.

Typography is conceptually deployed with selections made critically to convey meaning as demonstrated in the five posters representing 5 related issues. Here we see the motif of the life buoy applied successfully in lively and unexpected ways, in conjunction with varying fonts and stylised action-based imagery to communicate. The billboard and wrap-around poster recognise the target market and the various sites where youth might encounter the campaign (public spaces, transport routes, etc.).

The guerilla-style campaign highlighting statistical information pertaining to the topics investigated on panel 3 opens up the enquiry to employ more inventive ways to communicate and extend message. Overall, this is a well-written brief that offered plenty of scope. The candidate has been able to research, generate and regenerate ideas with control and confidence.

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