This is a project based module where you will learn by doing under the guidance of the module tutor. You will be guided as a group through various stages of the project development but you will be working on individual projects. The value of a brand name is very important to companies today. You often see brands moving in to new areas related to their core business. For example JCB design and build earth moving equipment but more recently you will see small hand tools branded as JCB. You will be asked to design a product using the design queues and branding of a different company. The emphasis of this project is the style and appearance and the way the brand is communicated using digital tools through still and moving images.

Your tutor will provide additional technical support for some of the software tools but it is expected that you will already have achieved a high level of competence in CAD prior to starting this module.

This is a project based module in which the individual student has the opportunity to create and implement digital marketing material of a product of their choice. Individual student contact with lectures will be arranged at key points in the project to review and encourage progress. Additional support will be given on technical aspects of the project as and when required either to the whole group or subsets of the group identified as requested.

“Creo Parametric 4.0: Part One - Lessons 1-12”, Louis Gary Lamit, 2017, CreateSpace Independent Publishing Platform
“Creo Parametric 4.0: Part Two - Lessons 13-22”, Louis Gary Lamit, 2017, CreateSpace Independent Publishing Platform
“Digital Lighting and Rendering”, Jeremy Birn, 2013, New Riders
“Light for Visual Artists: Understanding & Using Light in Art & Design”, Richard Yot, 2011, Laurence King
“How to Render”, Lawrence King, 2017, Design Studio Press
“Lighting for Animation: The Art of Visual Storytelling”, Jasmine Katatikarn et al, 2016, Focal Press

The module tutor will direct the student to examples of good practice in digital communication of products

CAD software of an industrial standard capable of parametric solid and/or surface modelling, assembly, rendering and freely available to students (e.g. Parametric Technology’s CREO Parametric or Alias Studio)
Brochure design software (e.g. Photoshop)
Presentation software (e.g. PowerPoint)

1. Communicate ideas and intentions by means of high quality, realistic computer generated images. (AHEP 3: D6, P2i)

2. Solve problems within the design brief including problems relating to publishing /packaging issues. (AHEP 3: P2i)

3. Demonstrate a high level of digital design competency through application to a specific design problem. (AHEP 3: D1i, P2i)

4. Present and justify your work as if to an external client by means of a presentation. (AHEP 3: D1i, D6)

Presentation (LO2, LO4) 15 Minutes plus discussions and questions. Meeting AHEP 3 Outcomes P2i, D1i, D6. Portfolio of Work (LO1, LO2, LO3, LO4). Meeting AHEP 3 Outcomes D1i, D6, P2i. Formative feedback and guidance will be provided throughout the duration of this module.