MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: Abbas Vs. Fifa
Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context Being passionate about applying graphic design sensibility and intelligence to sport, football is perhaps one of the worst culprits when it comes to coming across as brainless, loud and with little consideration for print – perhaps less so than in the past before the digital age. A huge factor in football, and sports in generals commercial and uninspired aesthetic style is sponsors and advertising constraints taking up ad space and creative liberty. As a graphic design student in a privileged situation of having no ties and third parties to appease, how could you re-imagine a football campaign?
Brief Design an exciting and vibrant campaign for Fifa World Cup 2013 across print and screen, which captures the cultural identity and eclecticism of its South American venue, and the excitement of football.
Preparation The whole world will be attending the Fifa World Cup in Brazil, how will you design work to consider all cultures and languages? Brazil and Rio De Janeiro has a unique and recognisable cultural identity, how will you communicate this in a balanced and possibly inoffensive manner? How will you use the noise, atmosphere and weather of football in Brazil to your advantage across your campaign? Research into football branding and collateral for previous world cups, football match material such as matchday programmes, and the progression in visual style. Look into existing alternative takes on redesigning football and sport, in particular the visual style and tone of voice. How can you be different?
Evidence Print material including logbooks, posters, whistles, match programmes, magazines etc. Mock-ups of web and screen user interfaces + outdoors promotion which further expand and strengthen campaign.
--Development and logging on online blogs. Constant feedback, and refinement and further exploration through peer crits. Consideration of all relevant formats and on-going experimentations with stock and layout. Research into existing football game experiences and what fans like/dislike about a game, and what they wound enjoy reading and engaging with.
Briefing: Monday 30/09/2013
Deadline: Thursday 22/05/2014