SCHOOL OF DESIGN ASSESSMENT FORM

Module Name: Professional Practice and Portfolio Module Code: DESI1221 Hand in date: 13/05/20
Assessment Task: Design Portfolio Assessment Weighting: 100%

Assignment Brief:

‘Nothing is yours. Things are only yours when no one else cares about what you are doing. Once people
start to care, you start to share what you are – your art, your words – you lose sole possession of it’
– Tariq Goddard, author / publisher

As Final Year students of Graphic Design, you will soon be entering the exciting, chaotic, inspiring, daunting,
[ add descriptor of choice ] world of commercial / professional design practice . . . or you may not! You
may choose to pursue a career as a writer, researcher, illustrator, photographer, business developer,
academic . . . But now is the time for some deep reflection and consideration of your options and to make
some immediate short-term and long-term plans. The PPP module is designed to support you through
this – identifying potential directions; making contact with the right people and organisations; and of course
creating the appropriate communication materials to showcase your ideas, abilities and interests.

This module follows on from the Creative Professional Practice module in year 2. At this stage you should
have some idea of who you are as a designer, what type of work you might like to be doing, and an
understanding of some of the skills you need to achieve your ambitions. Now we are going to drill down
a little deeper in order to establish who / where your skill set and ambitions are perfect for and if you are
the type of candidate they might be interested in.

This brief invites you to explore personal and professional links in order to develop a body of materials
– cv, cover letter / personal statement, online presence and portfolio – with which to engage the creative
industries. The studios / individuals / work you see, collect and follow provide inspiration and an
understanding of the field, but equally it is how you present yourself and your work that help to establish
the important connections and opportunities for future success. Who are you speaking to? What events
are you attending? Where are you showcasing your work?

Guided by a combination of lectures, seminars, reviews, visits and through your research activity, you will
produce a design portfolio and supporting materials, to assist you in applying for roles that you will go on
to following your studies.

KEY DATES:
Week 6: Feb 19 – Formative Assessment: presentations [walk through of Portfolio]
Week 11: March 25 – Portfolio surgery with industry specialists
Week 2 (T3): May 13 – SUMMATIVE HAND-IN Design Portfolio, research + supporting materials

AIMS:
1 Develop a deeper understanding of the Creative industry and the role of the designer
2 Explore and engage in the creation of a professional and thoughtful Design Portfolio
3 Pursue links with potential design employers with whom you would like to work
4 Develop a creative Design Portfolio to support your applications to acquire a internships /
work within a professional design context

Course Learning Outcomes to be met through this Brief:

At the end of this assignment you will be able to:
1. Identify and understand your position as a designer within a professional context.
2. Develop an holistic approach to design practice, developing criticality, exploring issues that are important
to you via professional enquiry and design.
3. Consolidate and expand professional networks and social media presence in preparation for employment
or further study.
4. Develop a portfolio / show reel of creative work that is confident in both design and positioning
to enable employability.

SUBMISSION:
Sketchbook (physical / digital) documentation of portfolio design and efforts to secure links and work
within design context. Key items to be included: cover letter / statement, cv, correspondence with potential
employers.

A complete Design Portfolio [print / screen / online] which positions you as a Graphic and Digital Designer
ready to engage in professional working. Give careful consideration to selection of work, media, format, tone
and method of delivery.

Final work must be uploaded to the ‘Design Portfolio’ moodle assignment / physically handed in
by 10am on 13/05/20. Remember to include a printed ‘header sheet’ for this assignment: ‘243767’.
ASSESSMENT CRITERIA Date posted: 07/01/20
CATEGORIES
Research and Analysis
Identification and
interrogation of primary and
secondary sources through
evaluation and interpretation
1ST: 80–100%
Exceptional body of research
supported by accurate and
insightful critical evaluation to
inform own work
1ST: 70–79%
Substantial body of research
supported by accurate and
insightful critical evaluation to
inform own work
2.1: 60–69%
Strong level of research
with sound judgements
and interpretation of links
between sources based on
material gathered
2.2: 50–59%
Range of information
gathered from multiple
sources with appropriate
documentation; evidence of
analysis
3RD: 40–49%
Information has been
gathered from some available
sources and attempts made
to interpret material
FAIL: 30–39%
Some information has been
gathered but with little
relevance or suitability to the
brief; some evidence of basic
evaluation
SERIOUS FAIL: –29%
Little or no evidence of
information gathered
Planning and
Development
Management of time,
resources and self-direction;
engagement with learning
and personal development
Exceptional investment
in own learning and
development through
purposeful and effective
planning; prioritises own time
and resources through well-
structured process
Engages fully and actively
in own learning and
development through
purposeful and effective
planning; prioritises own time
and resources through well-
structured process
Manages own time and
resources effectively,
supported by evidence of
documentation and self-
reflection; able to build on
own strengths and address
weaknesses
Evidence of own time and
resource management,
supported by some evidence
and self-reflection; able to
identify own strengths and
weaknesses
Demonstrates understanding
of time / resource
management with some
evidence; some level of
planning
Inconsistent approach
to planning and time-
management; unable to
identify areas of personal
development which require
attention
Lack of engagement with
and no evidence of planning
and self-development
Technical Skill
Competence in production
and making in the realisation
of ideas
Exceptional standard of
technical and conceptual
approach; operating
at the highest level of
understanding, judgement
and ability
Technique and conceptual
approach are unified;
operating at high level of
understanding, judgement
and ability
Ability to control technique
and production in direct
communication of ideas;
strong understanding and
demonstration of making
skills
Consistent approach to
technical communication;
evidence of quality and
testing; awareness of
appropriate standards
Adequate skills for
communicating ideas;
application of some
appropriate procedures
and conventions
Some technical proficiency
evident in approaching task;
little skill or critical judgement
Poor ability in judgment and
execution; sub-standard
technique
Presentation and
Outcome
Communication of ideas and
results; clarity of purpose and
ability to edit; appropriate to
defined audience
Compelling and persuasive
arguments communicated
clearly and effectively;
resulting product unifies
concept and technique; clear
purpose and design intent
Significant and persuasive
arguments communicated
clearly and effectively;
resulting product combines
concept and technique; clear
purpose and design intent
Information and ideas
delivered clearly and with
purposeful outcome;
appropriate information
and materials have been
presented skilfully to a high
standard of design and finish
Communication is
accurate and well-
informed; demonstrates
sound judgements and
editing; resulting product
communicates ideas and
design appropriate to
audience
Ideas and thinking have
been delivered to
conventional standards;
end results are adequate
with some relevance to
intended audience
Ideas and outcome are
unclear; presentation is
ill-informed / unorganised;
shows lack of awareness
of audience
Failure to use communication
skills in presenting ideas and
design outcome; very poor
presentation