B.A.

(Hons) Visual Communication

Module: Investigation and Practice 2
Module Code: VC202-861-05 (20 credits)

Lecturer: Marta Kusztra Date: 11/07/2007 or 12/07/2007

Assignment 1: Journey Overseas

Brief: This project will give you an opportunity to explore the relationship
between client and designer from a new, but realistic perspective.

By using your imagination and graphic design tools, you will build
“brand” from scratch. You will learn that even in a ‘globalized’,
cosmopolitan world, brands need not only stand for global capital
and global marketing, expansive and dominating, but may also
reflect an individual’s values, cultural identities and abilities.

This project will require you to view your own culture from a distance,
and transplant your culture into a new, unknown context in order to
learn how different cultural, social and economic environments
influence graphic design. This assignment will ask you to take
your design overseas.

Imagine a family of poor Chinese immigrants who just arrived to a big

Western city. They speak poor English, have limited experience and
minimal understanding of the world in which they are about to start
a new life.

Coming from a culture of entrepreneurs they’ve decided to start

a small family business. They have nothing to rely on but the skills
they learned at home. Whether the family survives will depend
on the success of the business in a foreign land.

Since they cannot afford to hire a Western design firm, they’ve

contacted a designer from mainland China to design whatever they
need to start their business. And this is how they become your client.

For the purpose of this assignment, you will have to define your clients’
identities including where (in China) they come from and the foreign
city where they wish to open their business.

More importantly, however, you will have to come up with a ‘business’

idea for you clients, pick up a name for it and, using maps, choose its
exact location. Your idea has to be built around the culture your
clients come from, but, at the same time, it must consider their
new circumstances and audiences. Your idea must also
accommodate their very limited budget.

Following this ‘business’ idea, you will develop your design concept.

Your client will present this ‘business’ idea to potential investors and
authorities when applying for credit or permits (i.e. banks, insurance
companies, local government offices, etc.) Therefore, your final
presentation should take form of a book demonstrating the concept
and each of the design elements. This book will help your client
look credible when negotiating.
The project is divided into 3 stages:

In order to complete Stage 1 (week 3) :

1. Define your ‘business’ idea. Make a decision what graphic

elements you will design. Write down a contract with your client.

2. Investigate the needs of your client. Keep in mind that your client
will be selling products or services to the Western urban clientele
(customers). You will have to research and analyze who are these
customers and what design they can respond to. Personal
interviews will be the most important part of your research.

3. Research design methods, media and solutions that may help you
in your design process.

4. Develop your design concept in form of advanced sketches. You

need to document at least 3 design ideas.

In order to complete stage 2 (week 8):

5. Develop your design ideas into a final solution. Well-documented

visual experimentation will be viewed as part of your visual
research.

In order to complete stage 3 (week 10):

6. Prepare the final presentation book. Design of the book will be part
of the assessment for this project.

7. Write down your rationale which would explain your concept,

design objectives and design solutions you choose to apply.

Every stage will be completed by the formal presentation in the

class, which will contribute to the final mark.
Learning [A6.] Comprehend and analyse a range of examples of visual
Outcomes: communication that reflect a variety of sources and applications.

[B5.] Synthesize research findings in order to help solve visual

communication problems, which relate to broader
aspects of contemporary design practice.

C7.] Demonstrate innovation and sophistication using

a range of appropriate digital media.

[D1.] Apply a higher level of independence in

resolving a design problem.

Work Required: 1. Sketchbook documenting research and concept development;

2. Presentation book, including the rationale;
3. Final Design Outcome (only if there is one);
Deadline:

Submission will take place on September 15th.

Assessment Documentation of brainstorming and ideas generation. (20%)

Strategy: Design processes involved in solving visual communication
problems.(25%)
Research files. (25%)
Stages of visual development through sketchbook/screenshots. (20%)
Final design outcome, which reflects a high standard of finish and
functionality.(10%)

Project Weighting This project is worth 100% of the total Investigation

within the Module: and Practice 2 module mark.