MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title:
Module Leader/Tutors: Amber Smith,
Africa In The Home
Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context Most Africans take immense pride in their homes and the adornments they use to decorate the spaces within which they live. They use their own cultural ornaments and traditional patterns which add a bright, colourful and inviting touch to what are often simple, small rooms. Many large department stores and homeware shops within the UK often release collections of products inspired by different cultures from around the world, yet African as a theme is frequently overlooked.
Brief or Tasks Produce an African themed homeware range that could be a limited edition collection for one of the UK’s big department store chains. Encourage UK customers to buy into the idea of a traditional African inspired collection of products for the home with a modern and contemporary twist. Produce a brand identity for the range, a selection of products inspired by traditional African patterns/fabrics, a website, look book and in store promotions.
Preparation/Research suggestions Consider how to modernise traditional African patterns so that they will appeal to a UK audience. Research into how big department store chains produce limited edition ranges of products.
Evidence – for this project students should submit A brand identity for the range as shown through a set of brand guidelines. Various products for the range. Promotional products such as a website, look book and in store designs.
Briefing: Monday 30/09/2013
Deadline: Thursday 22/05/2014