NCEA Level 2 – 91320 Design 2013

1. NCEA Level 2 – 91320 Design 2013 Examples of Candidate Work The portfolios in this document provide evidence to meet the criteria consistent with The New Zealand Curriculum, Learning Media, Ministry of education, 2007. Criteria relate to the following strands in Visual Arts, Level 7: Understanding the Arts in Context; Developing Practical Knowledge; Developing Ideas; Communicating and Interpreting.

2. Excellence

3. This portfolio has been verified in the middle of the Excellence grade range ‘Outside Page’ A campaign for a Manga design convention is promoted with a logo, bookmark, poster and banner. A style is quickly established on panel one with the text based logo and this is extended into the concepts for the bookmark. The poster and banner briefs then critically regenerate ideas with increasing sophistication and complexity whist still managing a degree of restraint. The colour palette and mood board is entirely appropriate for the aesthetic of the submission. A mix of smooth and rough textures, linear and solid shapes and some gestural mark making all contribute to the dynamic nature of the imagery, especially on panel two. These are presented in a theatrical manner with complex layering that successfully interplays contrasting elements of scale, surface and texture. The candidate clearly unpicks ideas in each brief and reconstructs these in relation to the intended outcome. Models could have included Eduardo Recife, David Carson, Manga and possibly filmmakers to inform and enhance the students own criticality. The submission presents a clear hierarchy and sequencing of the briefs. Well-spaced work aids readability, appropriate backgrounds are used throughout and final solutions are fittingly sized. Text is also intelligently handled throughout that further contributes to a very confident and sophisticated submission.

6. Merit

7. This portfolio has been verified at the higher end of the Merit grade range. ‘Vintage Bus Expo’ The promotional campaign for a bus expo is developed with a logo, poster, ticket and web page. After the logo, the candidate establishes a consistent style and aesthetic with the concepts for the poster which is then sustained and extended throughout subsequent briefs. The consistent colour palette is entirely appropriate for the nature of the campaign. An informative mood board introduces imagery from a range of sources. The candidate has organised the submission clearly beginning with a well- documented brief. Works are sized appropriately with smaller concepts that explore a variety of ideas informing the larger final solution, particularly in the poster brief. The candidate could have used the Bauhaus, Soul Bass, the London Underground and vintage transport posters as models and inspiration for the generation and development of ideas. There is evidence throughout that the candidate has edited and selected work as ideas have been extended. Flat, saturated colour has been employed purposefully along with a consistent use of the grid structure to assist in the making of compositions. To move into the Excellence grade the candidate could have built on the very successful ideas generated in the poster concepts and perhaps explored a greater range of imagery to compliment the extensive use of type.

10. This portfolio has been verified at the lower end of the Merit grade range. ‘The Lazarus Project’ The submission is concerned with the promotional branding for a music related theme. Ideas for a ticket, poster, cd cover and billboard are developed by the candidate. A consistent range of appropriately emblematic imagery is sustained throughout the submission in a ‘grunge’ influenced style. Images like the wings are combined with type and are contextualised with texture and distressed surfaces throughout the submission. A consistent colour palette is introduced and sustained throughout. The distressed surfaces are used as backgrounds but a conscious decision by the candidate to employ this technique as fill on the winged form of the billboard shows an extension of ideas. A range of ‘grunge’ influenced designers, metaphorical imagery, ideas from the music and fashion industries and possibly Shepherd Fairy, have all been used to inform the student’s work. Briefs are organised systematically with a clear hierarchy of scale evident. Smaller developmental concepts support the final large scale works. The billboard fittingly concludes the project with its presentation ‘in situ’. Understanding of the branding is clearly related to purpose, a range of ideas are utilised, colour is used appropriately and tonal values are clearly established. The use of iconic metaphorical imagery conveys conceptual ideas clearly. To move further up the grade range the candidate could have shown more purposeful understanding in the use of design conventions including investigating compositional layouts. Some exploration into symmetry and decorative embellishment could also have been of benefit.

13. Achieved

14. This portfolio has been verified at the higher end of the Achieved grade range. ‘Chocolove‘ The candidate promotes branding of the ‘Chocolove’ product with a poster, logo, website and magazine cover. The submission explores a range of ideas within the constraints of each of the briefs and deals with these in a consistent manner. Early imagery and an appropriate palette lead to the presentation of chocolate in a variety of liquid and solid states. Typographic applications appear appropriate to purpose, and are explored systematically. An understanding of layout conventions utilising the grid as a means of organising imagery, as well as creating hierarchies of type, is evident. A range of artist models and a mood board is presented at the outset. Influences such as ‘Streets’, Cadbury, Yves Saint Laurent, food magazines such as Dish could have been researched by the candidate. Understanding is evident in the logo development and resolution that in turn contributes to the success of the poster. Existing website design has been used to help organise content and the structure of web site layout with its multiplicity of imagery. The submission is well organised and each brief has been given a discrete allocation of space with the final outcome appropriately sized. The choice of briefs is appropriate to brand promotion. The magazine cover design could be seen as a sideways step away from the brand but it is integrated successfully into the project. Photographs are of a suitable resolution and vector based design has been employed. The use of shading conveys a sense of depth and mirroring of type shows an understanding of digital type conventions. To move into the Merit grade the candidate could have developed in more depth the ideas generated on panel one to allow for more variety and extension of the ideas presented on panel two.

17. This portfolio has been verified at the lower end of the Achieved grade range. ‘Candy Tears’ ’ The submission contains a promotional branding scenario for a new sweet shop called ‘Candy Tears’. Briefs include swing tag, poster, business card and shopping bag. The imagery used by the candidate, colour palette and experimentation with type selection and placement, are appropriate to purpose. The submission is mindful of the requirement of text to be legible. The strong colour palette that is appropriate for the brand is introduced early on. Coloured grounds such as abstracts and photographs are used across all briefs. The colour palette appears to be a reference to synthetic food products. Pattern is also used to inform and enhance image manipulation. A systematic layout and the relative hierarchy of size in the outcomes assist in the reading of the work although the candidate could have been more mindful of the conventions of the size of a business card format. In order to be placed more securely in the Achieved level, the candidate could have generated a wider range of imagery and investigated relevant design models and conventions in more depth. Successful design brands such as Cadbury, Wonka and various lolly packaging, as well as further study of conventions of commercial design outcomes such as posters, business cards, bags and swing tags could also have enhanced the submission.