NCEA Level 3 - Visual Arts 2007

1. NCEA Level 3 - Visual Arts 2007 Examples of Candidate Work - Design

2. Achieved

6. Achieved • ‘Passion’ is a dance collective that requires promotion of a series of performances. The candidate clearly understands the problem set, and has generated an initial photo shoot in response to the brief, demonstrating ownership of the visual source material. The candidate has then developed ideas and concepts for a range of two-dimensional promotional material. There is a sufficient evidence of a genuine exploration of both type and image with a cohesive colour scheme throughout. When designing with type, however, there is a sense of confusion. The candidate has drawn on a number of contemporary models to suggest interesting typographical possibilities but further evaluation was needed to understand and resolve the issues presented.

10. Achieved • ‘Spin Records’ is an emerging recording studio requiring a logo, stationery and a variety of promotional material. The candidate uses drawing as the central means to generate, analyse, and clarify ideas across the folio, albeit in a tentative and somewhat repetitious manner. The candidate develops a systematic approach throughout the folio and the decision making and order of steps undertaken is clearly evident. The inclusion of a figure on board two is the real strength in this submission. The lack of research on the top of board one is rescued by what appears to be the candidate’s own photo shoot of a young man in a recording booth. The CD cover and the poster both reference contemporary models to inform the student’s work and in doing so greatly enhance the learning. The degree of complexity shifts and the candidate uses graphic symbols, linear mapping, gradient tools and a hierarchy of information together with white type reversed out of the blue background.

11. Merit

15. Merit • The brief for this submission develops the promotional material for a film version of Henry Miller’s novel ‘Sexus’. The strength of this submission is in the ownership of the idea. The candidate’s initial photo shoot is well considered in light of the film noir reference and provides a well documented and purposeful starting point. The candidate clearly understands the genre and systematically develops the ideas towards the DVD cover and insert, the disc, the menu screen, motion sequence and promotional poster. Despite a certain amount of repetition and lack of critical evaluation the candidate clearly communicates his or her journey across all three boards.

19. Merit • In this submission the candidate is asked to design a logo and promotional material for ‘Runaway Rail’, a 1920s-style train that carries passengers on a novelty trip around the South Island. Step by step the candidate develops his/her logo ideas in an appropriate format that shows understanding of the historical context as clearly stated in the brief. Somewhat lacking on board one is a range and depth of ideas but the pictorial elements in the postcards are handled in both a sensitive and restrained manner. The same lack of range can be said for the work on boards two and three but the candidate clearly demonstrates confident decision making around the choice of typeface, page layout and the use of restricted colour specifications.

20. Excellence

24. Excellence • The brief for this submission seeks for identity for a newly set up animal awareness group called “Humane”. The group wishes to raise awareness of animal cruelty and requires a pamphlet, a poster, packaging for their educational DVD, and a billboard. • Immediately the candidate engages in an illustrative and contemporary approach using paint wash, cut and torn paper, collage and hand-drawn type. The submission is all about ideas and demonstrates intelligent and creative problem solving. Through risk-taking and lateral thinking the candidate generates a range and depth of ideas. He or she then continues to clarify and regenerate options across three boards. Further use of type and of the logo might have extended communication of the ideas but the candidate understood the aesthetic and used humour to communicate a powerful message with insight.

28. Excellence • This submission involves the development of promotional material for an interior design company called “Plush”. Through drawing the candidate generates a range of logo ideas that are appropriate for their client. These ideas are analysed and clarified and the logo is then regenerated with skill on the company’s stationery. Board two further promotes the company with a double page magazine spread. The candidate clearly understands the constraints of working with grid layouts and with body type and in doing so, explores a range of contemporary models. It is on board three that the candidate extends their learning. The sequencing of screen grabs for the website is consistent with the designer experiencing best practice in web design. Type and image are combined and layered in a sophisticated and elegant way. He / she synthesises a range of ideas and all the design elements are well considered.