Module Assessment Brief Leeds College of Art Programme Title
BA (hons) Graphic Design
Module Title
Extended Practice Module Code OUGD603
Module Credits
60 Module Tutor
Brief Title
Level 06
Amber Smith
Food For Thought Brief Number 3.0
Context
Food is an emotive subject. Epicures, foodies, slow foodies, fruitarians - all have attitudes to food and eating that often conflict, but food is more fundamental for millions whose primary focus is finding enough to survive. Investigate food. We want you to take a new view rather than, say, an exploration of the mass of terms associated with food. Could the chemistry of food, the olfactory and somatic associations with food or dietary choice offer sources for informing and educating?
Brief
Anything goes, but express a viewpoint – inform us. Use whatever methods and media you consider appropriate to convey your solution effectively – as long as you express a solid idea, inform us and show us your typographic skills that expresses an information hierarchy. You could create an app proposal that documents a healthy diet and supports and motivates people into healthy eating. You must choose colours selectively however it must be appropriate for your target audience and your chosen focal theme. You must create a logo, identity and consider how the app would function, what neccessary elements would you need to include?
Preparation & Research
The primary target market will be people interested in healthy eating, general health and fitness. The age range will be broad ranging from 16-45 however the audience will all have specific similar interests that need catering for across branding, print and digital design. You will need to research thoroughly into app design and specific requirements that allow an app to fuction effectively. Some background reading that you may wish to consider are; The App Design Handbook, Nathan Barry & Building iPhone Apps with HTML, CSS & JavaScript, Jonathan Stark. You must also research current food apps and the approaches and tone of voice taken.
Evidence Submission
Your project submission should include sufficient appropriate material to show that you have addressed the brief comprehensively and clearly expressed your design and typographic skills. It must include: Strategy, Research and design development, final imagery, and the final app proposal. The final submissions would need to work as a full series across both print and on screen design reflecting a successful brand indentity. You must complete on going documentation of the design process and development on your OUGD603 extended practice blog. All blog posts must be labelled correctly and clearly formatted
Mandatory Requirements
You must create a name, logo and brand identity that reflects your chosen direction for this brief. You have no limited colour palette however, you will need to be selective and make appropriate choices. The logo and branding must reflect well considered thought processes for your target audience and demonstrate thorough understanding and investigation or research into to chosen subject and target market. You must propose a digital aspect for this brief in the form of an App. This app must reflect your name, branding and identity in order to create consistency throughout print and digital ephemera.