Associated Assessment Criteria for Exit Level Outcome 1:
Describe the fundamental methods of observational and expressive drawing practice.
Apply knowledge of form, structure, colour, mass, light and shade in drawings from life.
Use a number of different drawing tools and techniques.
Draw the human and other life forms.
Demonstrate knowledge of illustration styles.
Process and evaluate visual concepts.
Demonstrate proficiency in analytical and expressive drawing techniques.
Apply graphic representations to ideas.
Communicate effectively through visual media.
Demonstrate knowledge of the history of illustration and techniques.
Use research and compare different illustration styles in history.
Demonstrate knowledge of the history and the evolution of visual communication.

Associated Assessment Criteria for Exit Level Outcome 2:
Demonstrate knowledge of how symbols, illustration, advertising and typography developed and identify and compare the study of different important periods that launched new eras.
Describe and evaluate the seven brand communication disciplines, how technology has changed design and advertising and possible developments in the future of design technology.
Describe the structure of an agency and how it operates focusing on the job flow and responsibilities.
Describe the roles, responsibilities and functions in a creative studio.
Describe the component parts of a creative brief and show knowledge of their order, definitions and functions.
Demonstrate knowledge of the component parts of the media and their functions and uses.
Demonstrate knowledge and understanding of the Living Standards Measurement as a target audience tool.
Demonstrate knowledge of the colour systems, sizes, formats, and paper types used in art direction and graphic design.
Demonstrate knowledge of the various types of printing and the pre-production requirements.
Describe an understanding of the various formats and sizes of print media.
Demonstrate knowledge of fonts and font families, types, history and software.

Associated Assessment Criteria for Exit Level Outcome 3:
Demonstrate practical knowledge, understanding of and ability with typography in graphic design.
Render sketches and finished colour drawings of ideas.
Demonstrate practical and theoretical knowledge of the roles of symbols and illustration in graphic design.
Demonstrate the practical ability to design brand identities such as logotypes, fonts, colour, component parts of a brand signature, and expressions of a brand signature and design language.
Understand a brand persona and interpret it into a brand identity.
Demonstrate a practical ability to design packaging and other three-dimensional elements.
Demonstrate an ability to make oral, digital and mechanical presentations.
Demonstrate the ability to process, analyse and evaluate graphic design executions.

Associated Assessment Criteria for Exit Level Outcome 4:
Demonstrate knowledge and understanding of typography in advertising.
Create visual concepts which engage an audience.
Demonstrate knowledge and use of various illustrative techniques, in rendering advertising ideas.
Use the principles of layout design.
Render ideas as advertising for different media using the principles of different disciplines.
Use concepts, visual, communication and rendering skills to present advertising ideas and finished executions.
Create advertising campaigns.
Make oral, digital and mechanical presentations.
Process, analyse and evaluate advertising executions.

Associated Assessment Criteria for Exit Level Outcome 5:
Demonstrate knowledge of and skills in the fundamentals of computer operation and maintenance.
Demonstrate understanding and knowledge of various computer operating systems and associated software, freeware, stock vector and photographic and font libraries.
Demonstrate competence in an efficient system of file naming, storage and archiving.
Understand and be able to create various different file formats.
Demonstrate ability in the fundamentals of digital design and production methods and systems using the relevant design software packages.

Associated Assessment Criteria for Exit Level Outcome 6:
Design a personal brand identity.
Demonstrate an ability to personalise a portfolio with a brand identity, and extend it onto basic operational stationery.
Design and compile a portfolio of artwork.
Demonstrate knowledge of the tenets of professional practice in the industry.
Understand what is required and how to apply for a job.
Present a portfolio in an interview in person, or by mail, or online.
Demonstrate lop computer and design software package skills.
Digitally design and produce ideas and designs.

Integrated Assessment
An integrated approach to assessment is incorporated into the qualification.

Learning, teaching and assessment are inextricably interwoven. Whenever possible, the assessment of knowledge, skills, attitudes and values shown in the qualification should be integrated.

Theory:
Theory written tests are given to assess the conceptual, intellectual and critical thinking. There will be written tests as follows:

The written tests in Art Direction and Graphic Design will examine the learners’ production, materials, colour, media, marketing, software and typographical knowledge.

The written essays and tests in History of Brand Communications, will examine critical and intellectual thinking required in, for example, comparing two design styles, or comparative review of two historical illustration techniques used in advertising, or a particular aspect of communication design, such as an analysis of new print and digital media, or an international brand case study, or examining the learners knowledge of the advertising industry, how it operates and its component parts, as well as aspects of professional practice.

Practical:
Four subjects will have practical assignments.

Assignments will cover various styles, aspects and techniques of drawing and illustration relevant to graphic design and art direction.

The final practical assessment is a portfolio of creative work.

Formative and summative assessment:
Formative assessment will be in the form of written tests and practical assignment.

Summative assessment occurs at the end of each of four terms. The final summative assessment occurs with the presentation by the learners of a final portfolio of work.