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This unit provides you with opportunity to do some

detailed research into a particular aspect of current
practice within the creative industries. It is supported
by a series of workshops, seminars, lectures and
discussion groups. Students are required to research the
views of key practitioners from the creative industries
in order to reveaI rst hand insight into the key issues
of contemporary practice. Discoveries are presented to
staff and fellow students through a written report.

On the 12th March you will receive a lecture that
explores the landscape of contemporary design and
communication. We will outline some of the key ideas
and issues in 2012. The lecture will provide starting
points for a detailed exploration into these ideas and
how they might affect you and your future. As part of this
research you are to nd or personaIIy conduct interviews
with at Ieast 4 contemporary practitioners. What you nd
out will form the basis for a 1600>2000 word analysis of
one of the questions that are outlined later in the brief.
Required Assessment Evidence
> a 1600>2000 word typewritten report examining one of
the questions outlined later in this report.

- This report MUST include: Four interviews with
contemporary practitioners, evidence of Primary,
Secondary & Tertiary research and a Bibliography
organised according to the Harvard Convention.
- Citations, references, sources and the presentation
of the document must follow the University Academic
Writing guidelines.
- Evidence of all research must be collated
and bound as a separate document.

College of Arts/
the Design Area:
** FdA Design/ Illustration
Contexts Report
Deadline: 24/05/12

UNIT 03. Work Based Learning 01:
Making Contact with the Industry
UAL Assessment Criteria
Subject Knowledge: Understanding and application of
subject knowledge and underlying principles
Analysis: Examination and interpretation of resources
Personal and Professional Development: Management
of Iearning through reection, pIanning, seIf direction,
subject engagement and commitment
Communication and Presentation: Clarity of purpose;
skills in the selected media; awareness and adoption
of appropriate conventions; sensitivity to the needs of
the audience

background research
Your research channels will be dependent on your chosen question. Early
next term alumni from the Camberwell FdAs will be visiting the college
and will be available to be interviewed and the following texts & resources
are good starting points for an exploration of the issues contained within
the different questions:
Roberts, Lucienne GOOD: An Introduction to Ethics in Graphic Design.
Best, Kathryn Design Management AVA publishing.
Lucas, Gavin and Dorian, Michael Guerrilla Advertising.
Williams, Eliza. This is Advertising.
Shaughnessy, Adrian. How to be a Graphic Designer:
Without Losing Your Soul.
McCormack, Lee. Designers Are Wankers.
Gladwell. M. The Tipping Point. (2000) Abacus, London.
Anderson, C The Long Tail (2006) Random House, London.
Poynor, Rick. Design Without Boundaries:
Visual Communication in Transition.
Poynor, Rick. Looking Closer 3: Classic Writings on Graphic Design
(co-editor with Michael Bierut, Jessica Helfand and Steven Heller).
Poynor, Rick. Obey the Giant: Life in the Image World.
Poynor, Rick. Designing Pornotopia: Travels in Visual Culture.
Michael Bierut, William Drenttel and Steven Heller (editors),
Looking Closer Five: Critical Writings on Graphic Design.
Michael Bierut, William Drenttel and Steven Heller (editors), \Looking
Closer Four: Critical Writings on Graphic Design.
Beirut, Michael. 79 Short Essays on Design.
Artmstrong, Helen. Graphic Design Theory: Readings from the Field.
Shaughnessy. Adrian & Brook, Tony Studio Culture: The Secret Life of a
Graphic Design Studio.
Shaughnessy. Adrian. Graphic Design: A Users Manual.
Rushkoff, Douglas. 10 Commandments of the Digital Age
Reports (available online):
the Design Council. Design Industry Insights. 2010
CBI. Futuret, Preparing Graduates for the WorId of Work.
Demos. the Future Face of Enterprise.
Cox, Sir George. the Cox Review.
Magazines & Periodicals (back issues in the library):
Eye Magazine; Creative Review, Grak, Design Week.
http: //;; http://

** FdA Design/
Questions (choose one):
> How are the print designers responding to the growth in screen-
based communication? What are the long term implications of these
> participatory culture..... describes the way consumers interact with
media content, media producers and eachother. As they explore the the
resources available to them.. consumers become active participants in
shaping the creation, circulation and interpretation of media content, such
experiences deepen the consumers investment in the media property and
expands their awareness of both content and brand. MIT, Convergence
CuIture Consortium. What is the signicance of 'participatory cuIture' to
contemporary brand & advertising design?
> Max Bruinsma wrote in a 1997 issue of Eye Magazine, within the broad
province of art, design & visual communication, graphic design will remain
recognisable as a discipline for some time to come. But it will merge more
& more with other disciplines. Was he right?
> On the Moving Brands website it says Most brands remained fixated
on yesterdays problem - consistant reproduction across media. But today
a brand must be alive to change, just like the people it wants to connect
with and the business it it is part of. How are these ideas reflected in their
work and what are their significance to contemporary branding and adver-
> Thomas Matthews define 'Good' design as 'appropriate, sustainabIe &
beautiful, what do you think they mean by this and how does this defini-
tion relate to the times we live in?

** FdA Design/