STUDY PROGRAMME
Graphic Design and Art Direction

AFAM CODE
ABTEC37

DISCIPLINARY AREA
Project methodologies of visual communication

DISCIPLINARY FIELD
Project methodologies of visual communication

CREDITS
12

APPROACH
Theoretical/project based

By going in-depth on the theoretical and methodological competences for this programme, the course prepares the students for an independent and professional management of the whole creative process, with a focus on research and innovation - strategic, innovative and technical. This course is the foundation for the thesis development. Therefore, besides providing organizational and team management skills, it also covers the following areas in each specialisation:

• research and cultural study aimed at replacing the classic approach to the brief execution with an original approach based on experimental, independently managed solutions;

• immersion into the production techniques that support creativity and the expression of personal styles linked to Visual Design and extra-media techniques, adjusted to different communication devices.

The programme grants 12 credits, divided as follows:

• VISUAL EXPERIMENTATION: 6 CFA

• APPLIED IMAGE DESIGN: 6 CFA

Successful students will be able to:

• Analyse the contemporary expressive scenario

• Develop original contents and aesthetics, using different languages

• Identify an individual research path

• Design and create immersive projects with a strong aesthetic impact and high audience engagement

This course develops the technical expressive expertise that belongs to the experimental world, transversal to languages and devices.

VISUAL EXPERIMENTATION:

• Understanding the contemporary artistic expressions and contaminations

• Develop original and innovative contents as well as aesthetics, using the interaction of different devices and languages (painting, photography, video and installations)

• Focus on research as an approach to the experimentation of languages and new expressive methods

APPLIED IMAGE DESIGN:

• Design experimental formats (for languages and media) associated to business development

• Focus on cross-platform entertaining and fruition environment: entertainment/infotainment, animated sets

• Experimentation on different media, suitable for project development

This is a theoretical/project based course.

Students will take part in the following activities, which may vary depending on the development of different projects:

• Classroom lectures

• Use of tutorials, videos or other media tools

• Exercises and revisions

• Workshops

• Individual or group projects

• Individual or group study and research

Assessment tools may include:

• Mid-term exams

• Oral exam

Further details about the exams will be provided by the professors.

The final grade will result from the weighted average of the programme modules.

• Gorski, G. (2015) Hybrid drawing techniques. Design process and presentation.

Many of the recommended sources, together with additional material, are also available online on MyNaba, in the Library section.

Books and resources might be requested or suggested by the professors.