C O M 3 0 2 A S S I G N M E N T S

PROJECT 1 | Assignment D E S I G N L A Y O U T P r i n t & S o c i a l M e d i a / A d o b e C C & C a n v a . You will choose and create a print project and a corresponding online media project, with consistent branding, graphics, and typography between the two. Demonstrate the design principles you have learned in class. The event/topic for your project may be fictitious or real. You may want to promote a campus club or fundraising event, for example. The text may be yours (for example, newly written or from a media writing class) or someone else’s (e.g., a company press release). Your design work will be original. Be creative, even though you will undoubtedly be inspired by works you’ve seen. In the end, write a paragraph explaining your design choices. CHOOSE 1 Print Component from the list below (8.5 x 11” minimum): PRINT FLYER: One of the most creative opportunities in print media is to design a flyer/poster because of the large space for sweeping visuals and creative typography (as well as the small amount of information that is required to fit into that space). PRINT NEWSLETTER: Similarly, one of the most engaging opportunities a public relations professional encounters is newsletter design, which focuses on presenting more information than flyers do, in an organized and visually engaging way. MAGAZINE ARTICLE: This can be an exciting option for people interested in working on a magazine. PLUS CHOOSE 1 Online Component from the list below (it will correspond with the print project you chose): SOCIAL MEDIA IMAGE (e.g., Facebook, Twitter, Instagram) See dimensions here for social media images. Animated GIF (for social media). See Easy Animated Gifs Tutorial. (This should be a review of your 210 skills). WEB SITE HOME PAGE & MOBILE DESIGN PRODUCTION (production with CMS). Use a CMS such as Wix or WordPress to create a home page and main menu for a fictitious client. Create the mobile version as well. WEBSITE AND/OR MOBILE DESIGN MOCKUP IN PHOTOSHOP. Use Photoshop to create a design of a website home page and mobile landing page (no need to produce it—this would be a comp for client pre-approval). See the PPT on web design and the Adobe tutorial called Design for Mobile and Web Using Artboards REQUIREMENTS No layout templates can be used for the print components of the project. Templates can be used for the web components. All projects must contain a minimum of 70% original work. The branding will be consistent across marketing materials (same logo, colors, graphic styles, etc.). Incorporate at least one engaging image that you can use legally. For example: - you have created the image yourself or you have permission to use the image (e.g., free stock photos; images w/ permission for reuse: Google Images > Search Tools > Usage Rights > Labeled for Reuse) - the image is in public domain (out of copyright or government-owned) - you are employing “fair use” (e.g., by commenting on an image, incorporating it in parody, etc.). Images used for professional print should be high resolution (min. 200 dpi); however, for the purpose of this project, which is “speculative,” lower quality web images may be used, so long as they are high enough quality to communicate effectively. Include your paragraph explanation (see template). DELIVERABLES See submission template instructions (next page). Remember, don’t wait until the last day to print out your work for the first time—projects often don’t appear in print the way they do on screen, and changes need to be made. Also, technical issues with printers can arise at the last minute. SUGGESTED PROCESS (20 hours) 1. Brainstorm a list of topics that interest you. Surf the Web for inspirational work and create an “inspiration” folder. 2. Collect and/or draft potential images for use in your layouts; search for fonts of interest. 3. Sketch (with pencil and paper and/or computer layout experiments) many ideas (e.g., 25-50) for the printed piece first. 4. Select or write error-free text and appropriate images to lay out in the print project using InDesign. 5. Revise continually for improvement, seeking feedback as you go. Create the online media to “match” the printed piece.

PROJECT 1

PROJECT 2

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PROJECT 1 | Submission Template

Names: Course and Section: (e.g., COM 302, Thursday 6:00) Project Choices: Date: [Today’s Date]

PROJECT EXPLANATION Write your paragraph here explaining your work. Take as much space as you need. Include an explanation of: A) the purpose of the works you created, B) the target audience (see demographics), C) the steps you took to create the work (which elements are original, etc.), D) reasons for the design choices you made (e.g., including fonts, color scheme, graphic style, image selection, design principles, use of space and alignment, etc.), D) your strengths and opportunities for improvement based on the grading rubric (be honest).

SUBMISSION OF WORK 1) SUBMISSION TEMPLATE: Complete this template (use .docx if convenient). Upload it to Blackboard, and print it out for hard copy submission. Name the file Your First Name Your Last Name – Project 1 - Layout. Include the grading rubric at end. 2) URL: Identify the URL of any web page option you have created. 3) PRINT OUT HIGH-RESOLUTION VERSION of your print doc to submit to your instructor (as if it were ready for distribution). Staple all of your hard copy documents together and make sure your name is on all of them. [Delete the student samples below; insert .png images of your own files for reference (FILE > EXPORT > PNG)]

Facebook Square Dimensions (269 x 269 px) (I reduced it here to save space, but you would insert it at actual size.)

Print Flyer 8.5” x 11” (I reduced it here to save space and took a screen grab, so it’s fuzzy, but you would feature your flyer at a full 8.5” x 11” in both template and printout.) Authors: Rachel D’Ascanio, Katie Parker, Olivia Segalman

ADDITIONAL SAMPLE PROJECTS:

Print Flyer 8.5” x 11” (reduced here to save space).

Android

Web page created with Wix (reduced here). www.militaryofficerswivesclub.org

Facebook (Square aspect ratio)

Print Flyer: 8.5” x 14” Ciraolo and White

Destynee Bush and Phoebe Perelman

Ben Norton and Maddie Jones

PROJECT 1 | Grading Rubric (Remember to include this rubric with your submission template.)

CRITERIA PTS ABOVE AVERAGE AVERAGE BELOW AVERAGE

Creativity 5 The work is highly unique and would grab audience attention. We have not seen anything quite like it before. While outside elements may be incorporated (e.g., photos, etc.), at least 70% of the project is original and the design relies primarily on the student’s creative work.

The work is solid and would get attention, though it could be more unique. While outside elements may be incorporated (e.g., photos, etc.), at least 70% of the project is original and the design relies primarily on the student’s creative work.

The work needs to demonstrate more originality.

Strategic Use of Design Principles for Communication

10 The graphic style, image(s), typography, and layout complement the content, reflect contemporary design trends, and communicate the message well. The overall graphic impression is strong. There is a clear dominant focal point, strong headline, and overall unity. A strong color scheme contributes to visual communication. The image(s) selected/created grab attention, deliver the message in the strongest possible way and reflect lessons learned on choosing quality images.

The overall graphic impression is competent. There is a clear dominant focal point, strong headline, and overall unity. The graphic style, image(s), typography, layout, and color scheme complement the content, but the impact could be stronger or communicate more effectively.

The overall graphic impression needs to be substantially stronger or communicate much more effectively.

Typography 10 Typography observes professional use guidelines and strongly communicates the content and reflects lessons learned in class, including both design and layout knowledge. A type hierarchy with strong contrast is evident. Appropriate fonts are chosen. “Rivers,” hyphens, and awkward line breaks have been minimized. There are no widows, orphans, improper dashes or indents.

Typography competently communicates the content and reflects lessons learned in class. A type hierarchy with type contrast has been utilized but could be stronger. Appropriate fonts are chosen. There may be some layout issues, but none that undermine the overall communication of the message.

Typography needs to be substantially stronger to communicate the content and reflect lessons learned in class. For example, a stronger type hierarchy or type contrast may be needed. More appropriate or less distracting fonts could perhaps be chosen. There may be layout issues that undermine the overall communication of the message.

Contrast, Repetition, & Proximity

10 Related information has been grouped together visually. Unrelated items are featured further apart. Key elements have been repeated to bring a sense of order to the page. Some elements have been strongly contrasted to engage interest.

Related information may be grouped together or may need some edits. More contrast and/or repetition could be used.

Substantial work is needed to follow guidelines for contrast, repetition, and/or proximity.

Alignment and Organization (grid)

10 The page appears to be highly organized with grid alignment. Every element has a planned visual relationship to other elements on the page. Center alignment is typically not used.

The page appears to be organized. Minor alignment edits may be needed. Center alignment may be erroneously used.

The page needs much more organization. A grid pattern and/or other alignment plan is needed.

Instructions, Execution, Production Values

5 The composition demonstrates high proficiency with Adobe tools, is highly polished and professionally executed (for example, with quality printing, graphics, web optimization, etc.). All instructions were followed for project production and submission (e.g., quality color print-out, electronic upload, coherent analysis stapled to the project with grading rubric)

The composition demonstrates average proficiency with Adobe tools and is competently executed. Enough instructions were followed for project production and submission for the work to be appropriately evaluated and electronically archived.

The composition needs to demonstrate substantially more proficiency with Adobe tools or more instructions would need to be followed for the work to be appropriately evaluated and electronically archived.

TOTAL 50

PROJECT 2 | Assignment B R A N D I N G A d o b e C C : L o g o , F a c e b o o k P a g e w i t h C o v e r , M a r k e t i n g R e p o r t . ASSIGNMENT: For one of the following products or services of your choice, you will develop a brand concept, design a logo in Adobe Illustrator, create a Facebook Page that includes the logo and cover image with tagline and offer, and write short report in proposal form (see report template). OPTION 1) a 99designs.com contest client (approved the contest with your instructor) OPTION 2) a new organic, non-toxic personal care product line marketed to women 18-34 (see info on these terms). OPTION 3) a new restaurant on Tampa Bay that caters to a 35-54 upscale audience with the cuisine of your choice. OPTION 4) a new line of organic foods marketed to women and men 18-34 (secondarily 35-54) (see info re organic / non-GMO) OPTION 5) a new fitness establishment marketed to men and women 18-34 (secondarily 35-54). OPTION 6) a new non-profit organization that you believe caters to a need that is not currently being met. OPTION 7) a product, service, or organization you develop of your choice (with instructor’s approval). DELIVERABLES Complete the submission report, upload it to Bb, and submit it in hard copy. Name the file Your First Name Your Last Name – Project 2 Branding. Include the grading rubric at the end. Remember, don’t wait until the last day to print out your work for the first time—projects often don’t appear in print the way they do on screen, and changes need to be made. Also, technical issues with printers can arise at the last minute. SUGGESTED PROCESS (40 hours - 20 per group member) 1) LET YOUR MIND LOOSE & GET INSPIRATION Start this assignment by unleashing any ideas that come to mind when you read the assignment choices. Write them all down. Go online and search for creative ideas that inspire you. Start an “inspiration” or “ideas” folder of innovative products, logos, branding, etc.—they don’t have to be related to the specific business you’re branding. 3) RESEARCH YOUR INTERESTS Conduct some research about the market and competitors in the area(s) you have chosen to explore. For example, if you chose a new restaurant in Tampa or Saint Pete, find out what restaurants are already there and what the needs might be. If you chose to create a nonprofit, find out what charities already exist that might overlap and see if you can develop a unique concept. What colors, shapes, and typography do you typically see? How will you uniquely communicate your company’s competitive edge while still being legible to that market in the context of its graphic conventions and trends? Take notes and keep a record of your research so that you can use the information in your report later. 4) DEVELOP YOUR CONCEPT & START SKETCHING & FREEWRITING ABOUT IT What will be your unique selling proposition that offers something new to the marketplace? What is the unique identity you want to communicate to this audience, and how will you do this visually? Freewrite ideas that will feed into your report. Create thumbnail sketches of logo and package design ideas by hand and/or on computer. Create many unique visuals, as well as variations of ones you like. See an example of how to brainstorm sketches at this link . Creative directors typically create 50 preliminary sketches before deciding on a concept. 5) DRAFT & REVISE LOGO Select one or two logo ideas you believe could be most effective. Move to Adobe Illustrator and experiment with the execution of your logo design. Draft and continually revise with feedback until you finalize your logo. 6) DRAFT & REVISE SOCIAL MEDIA HEADER Work on your Twitter header or Facebook Page Cover Image. 7) DRAFT & REVISE REPORT Write a report (see report template) that would be used to convince a client of the viability of the brand. After drafting, edit for grammar and style, referencing the handouts below: Visual Analysis Language Tips (.pdf) Millennial Speak (.pdf) Grammar Tips (.pdf | videos) Style Tips (.pdf|videos)

PROJECT 1

JUMP TO: PROJECT 2

PROJECT 3

SAMPLE STUDENT LOGOS

SAMPLE STUDENT REPORTS Note: Our assignment is a new, shorter report version than the samples below; it also includes a social media component and different citation instructions. Also, note that this is student work and may contain random errors in grammar and style.

(Click on reports to open.)

PROJECT 2 | Submission Report

TO: Juliet Davis From: [Your Names] Course and Section: (e.g., COM 302, Thursday 6:00) Re: [Name of Brand] Facebook Page URL: Date: [Today’s Date]

INSTRUCTIONS: [Delete the instructions when you write your report.] Write this report as if it were really being presented to a client. Use InDesign if you want your inserted graphics to be clear (you can import entire .ai and .psd files that way). Include the grading rubric at the end. Name your file Your First Name Your Last Name – Project 2 Branding. Remember, don’t wait until the last day to print out your work for the first time—projects often don’t appear in print the way they do on screen, and changes need to be made. Also, technical issues with printers can arise at the last minute. THE BRAND Open with a paragraph describing the brand, including the brand name and information about the product(s), service(s), or organization. For example, if your brand is a restaurant, describe its concept, location, menu/products, décor, color scheme, etc. Explain what the restaurant will offer that is different from its competition (be sure to identify and describe key competitors in the process). Include some support research that indicates your idea would be viable to investors or clients. Use MLA, APA, CMS, or journalistic attribution to cite your sources. An example of journalistic attribution: “In Kara Newman’s Wine Enthusiast article entitled “Wine on the Rise”, the author quotes the Wine Market Council’s 2012 report, which states milliennials are driving the increase in wine market sales.” If you choose journalistic attribution, make sure the important info about your source is included in the text and that your hyperlink goes to the article you reference. THE AUDIENCE Read this info about demographics and psychographics of target audiences. Identify your intended audience demographics here and explain why they are most appropriate. You can conduct some quick market research to support your assertions. Remember, “everyone” is not a target audience. “All women” are not a target audience. “All women 18-65” are not a target audience. Choose an appropriately narrow audience (because what appeals to Grandma usually does not appeal to an 18-year-old). You may identify a secondary audience and tertiary audience if you choose to. LOGO DESIGN [Insert the logo here. Include a color and black-and-white versions, to prove reproducibility, as well as a ¼” high version to prove reducibility.] If the logo does not reproduce well in black-and-white, you will need to create a black-and-white version of it. Explain in your report if you have created a separate version for this purpose.

• Describe the logo carefully and explain why you believe it captures this company’s identity. • What is the most important message this logo can communicate? • What elements of the logo communicate that message and how? • Discuss content and formal elements such as line, color, shapes, space, contrast, alignment, repetition, unity,

dominance, etc. • Explain how the logo meets (or could improve on meeting) each of the SLAMR criteria. • Identify each font by name, describe it, and explain the impression it gives. • Utilize language in the handout “Visual Analysis Language Tips” (.pdf)

FACEBOOK PAGE HEADER

[Insert the URL of the Facebook page and a screen grab of the logo and cover image here.] Explain how it is consistent with your branding; what message you believe it communicates; why you believe your tagline and offer will draw likes, and how the image content, as well as formal elements and principles, work together to communicate that message (see rubric). Explain how the FB page header meets (or could improve on meeting) the rubric criteria.

EDITING AND NAMING YOUR REPORT Proofread carefully, aloud to a second person, to catch errors in style and grammar. Millennial Speak (.pdf) | Grammar Tips (.pdf | videos) | Style Tips (.pdf|videos)

PROJECT 2 | Logo Rubric (Remember to include these rubrics at end of your submission report.)

LOGO PTS Above Average Average Below Average Creativity, Graphic Impact: Unique, Memorable, Appropriate Branding

10 Logo is striking and memorable. It would be distinguished among others in this industry, and it is strongly appropriate for the target audience.

Logo is appealing among others in this industry and appropriate for the target audience.

Logo and/or package design look too similar to others in this industry or are memorable in a negative way or inappropriate for the target audience.

Simple, Legible, Reducible, Reproducible

5 Logo is simple and legible, reducible in black and white, and reducible to 1/4”

Logo is fairly simple, legible, reducible, and reproducible.

Substantial weakness in one or more areas is present.

Graphics and Unity 10 Colors, shapes, typography, and graphic style are highly effective in communicating the intended message. Elements and principles of design have been well utilized. Graphic conventions and trends have also been observed. The design is unified (there’s minimal trapped white space).

Colors, shapes, typography, and graphic style are fairly appropriate for communicating the intended message. Elements and principles of design, as well as graphic conventions could be more adeptly observed.

Colors, shapes, typography, and/or graphic style should be more appropriate for this indusry. Elements/principles of design and/or graphic conventions/trends need to be more closely observed.

Typography 10 Type is concordant or contrasting (not

conflicting). Type has been properly kerned, tracked, aligned, etc., as needed.

Typography is competent, with one or more minor weaknesses.

Type needs substantial improvement in one or more typographic areas.

Execution 5 The composition demonstrates high proficiency with Adobe tools, is highly polished and professionally executed.

The composition demonstrates average proficiency with Adobe tools and is competently executed.

The composition needs to demonstrate substantially more proficiency with Adobe tools.

PROJECT 2 | Facebook Page Cover

CRITERIA PTS Above Average Average Below Average Graphics and Photos

10 Images are creative and attention-getting. Photos demonstrate knowledge of class lessons on “choosing images” that will appeal to the intended audience. Formal elements (such as colors, shapes, space, graphic style) are highly effective in communicating the intended message. Graphic conventions and trends have also been observed.

Images are fairly attention-getting, and formal elements are effective in communicating intended message. Graphic conventions and trends have been observed. The imagery might be a bit generic looking or lack creativity to grab and hold attention in a social media environment, but the project is strong overall.

Graphics and images need to be substantially more compelling to attract and maintain attention and communicate a powerful message.

Tagline and Offer 10 A powerful tagline and/or call to action

compels the visitor to act now. The offer stands out and is well integrated with other images on the page.

Tagline and/or call to action is present; it could perhaps be more compelling.

Tagline and/or call to action is missing or needs to be stronger.

Typography 5 Type is concordant or contrasting (not

conflicting). Type has been properly kerned, tracked, aligned, etc., as needed. The design is unified (there’s minimal trapped white space).

Typography is competent, with one or more minor weaknesses.

Type needs substantial improvement in one or more typographic areas.

Execution 5 The proper dimensions have been used. See Sprout Social’s “Always Up-to-Date Guide to Social Media Sizes.” Images are sharp (not blurry) and have been optimized properly. Remember: 1. Edit > Convert to Profile > sRGB. 2. Export (PSD) or “Save as” (AI) .png 24. 3. Make sure the image is no larger than 100K. Click “Save.”

PROJECT 2 | Report Rubric REPORT PTS Above Average Average Below Average Thoroughness, Accuracy 5 All areas of the report are answered

thoroughly and accurately. Most areas of the report are answered thoroughly and accurately.

Report needs to be substantially more thorough and accurate.

Clarity, Coherency 10 The information is clearly written, well

organized, easy to follow and understand. Most information is clearly written, well organized, easy to follow/understand.

Significant improvement is needed in clarity and/or organization.

Style, Grammar Mechanics, Sp 15 The writing is flawless in its style,

grammar, mechanics, and spelling. Most of the writing reflects strong style, grammar, mechanics, and sp.

Significant weaknesses in one or more areas are present.

PROJECT 3 | Assignment C O N C E P T U A L V I S U A L S S o c i a l M e d i a V i d e o , M a g a z i n e C o v e r , o r A d .

ASSIGNMENT: Create an original, attention-grabbing project from the options listed below. The project will inspire “conceptual elaboration” and address a social, political, and/or economic issue (for example, climate change, pollution, sustainability, fast food, food insecurity, ableism, classism, racism, xenophobia, sexism, ageism, transphobia, homophobia, or your own issue.). The work can be controversial but not insulting to a potential audience. Consider experimenting with techniques introduced in class, such as surrealism, metaphor, metonymy, reversal, exaggeration, parody, satire, and others (see class lesson). Start by identifying a target audience and demographics, as well as your purpose and platform(s) or publications. OPTIONS FOR 2-D MEDIA If you choose a 2-D project (e.g., print or social ad, magazine ccover, social media image, etc.), brainstorm many headlines and image concepts, choose one to produce, create your image using Photoshop and/or Illustrator (200 dpi minimum), lay out the page in InDesign, and then create your web version from that if you have chosen the social media image option. The visual image should not merely be a redundant illustration of the headline. The subject matter should relate to magazine and strategically appeal to your target audience.

OPTIONS FOR VIDEO and other TIME-BASED MEDIA. If you choose a video or other time-based option (e.g., social media video, TV commercial, PSA, stop-motion animation, animated .gif. , brainstorm ideas for your topic and concept, experiment with rough storyboard sketches, and then decide whether you want to produce an actual video (using the software of your choice) or to revise your storyboard to reflect professional quality (utilizing photos, Photoshop, Illustrator, markers, water colors, or a combination). If your ideas are elaborate or high-budget, a professional quality storyboard might be your best option. In any case, you’ll start with rough storyboard sketches. Be sure to include camera angle and dialogue at the bottom of each frame. See camera terminology here and examples of professional quality storyboards here. Feel free to experiment with stop-motion animation using this PPT guide, animated .gifs using this Adobe tutorial, information on shooting video (e.g., 5 shots, 10 seconds), and Adobe Premiere easy tutorials (or feel free to use any editing software of your choice). You may utilize these storyboard templates or create your own: Template (6 frames) | Template (9 frames). SPECIFICATIONS Your composition must be at least 70% original. You may utilize images that you did not create, but they must be substantially altered to make the composition your own, and the majority of the work in the image must be yours. The creative concept must be 100% original and materialize through your work. It should not be implicit in outside images. You are permitted to incorporate any stock or journalistic images under the auspices of “spec” work. Fashion ads are not permitted (they rely on the quality of models, garments, and photography). Celebrities and other popular icons are not permitted unless they are used paradigmatically. DELIVERABLES 1) Complete the submission template on the next page, print it out to hand in to your instructor, and upload it to Blackboard. Include the grading rubric at the end of the submission. 2) Print a high-resolution version of any print document or storyboard to submit to instructor (as if it were client-ready). 3) Provide a link to any produced video by including a URL to YouTube or Vimeo. 4) Staple all printed documents together and write your name(s) on them.

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PROJECT 3

PROJECT 3 | Submission Template

Names: Course and Section: (e.g., COM 302, Thursday 6:00) Project Choice: (include URL to any videos, posted to YouTube or Vimeo) Date: [Today’s Date]

PROJECT EXPLANATION Write your paragraph here explaining your work. Take as much space as you need. Include an explanation of: the message(s) you intend to communicate and your target audience the steps you took to create the work (be sure to explain which imagery is yours and which was taken from other sources), the techniques you employed to inspire “conceptual elaboration” in your audience (e.g., metaphor, parody, exaggeration, etc.—your techniques may fall outside the class lesson), reasons for any other visual choices (e.g., fonts, colors, layout, costumes, characterization, etc.) why you believe this piece will appeal to the target audience, and your perceived strengths and spots for improvement (see rubric).

SUBMISSION OF WORK 1) 2-D: If you produced a 2-D piece, such as a printed piece or social media ad, print out a high-resolution image of your document, AND insert a .png image of it in this template for reference. 2) STORYBOARD: If you created a storyboard, print out a high-resolution hard copy of it, AND insert a .png image of it in this template for reference. 3) VIDEO: If you produced a video, identify a link to YouTube or Vimeo here AND insert a screen grab below for reference. 4) SUBMISSION TEMPLATE: Complete this submission template, print it out and upload it to Blackboard. Name the file Your First Name Your Last Name – Project 3 – Conceptual Visuals. Include the grading rubric at the end. 5) Staple all of your hard copy documents together and make sure your name is on all of them to submit.

REMEMBER Don’t wait until the last day to print out your work for the first time—projects often don’t appear in print the way they do on screen, and changes need to be made. Also, technical issues with printers can arise at the last minute. This is good professional practice. [Delete the example below and insert your own images if you produced print work.]

PROJECT 3 | Grading Rubric (Remember to include this rubric with your submission.)

CRITERIA PTS ABOVE AVERAGE AVERAGE BELOW AVERAGE

Specifications 5

The composition meets all of the specifications and instructions.

The composition meets most of the specifications and instructions.

Important specifications/instructions have not been followed.

Concept 10 The composition is highly creative, engaging, thought-provoking, and current. It would stimulate “conceptual elaboration.” It would also “cut through the clutter” of competing media.

The composition is creative and stimulates conceptual elaboration, though it could go further to be even more engaging.

The composition needs to be substantially more engaging, thought-provoking, and/or current to gain and sustain audience attention.

Design Principles/ Aesthetics 10 The composition utilizes aesthetic

principles effectively. Print work demonstrates unity, a clear focal point, and consistent color scheme. Design choices are effective in communicating the intended message and mood. The overall graphic style is contemporary and consistent with the design precedents. Videos adhere to principles for time-based media, including length, pacing, structure, innovative camera angles, etc.

The project utilizes aesthetic principles fairly effectively. Improvements could be made to strengthen the composition.

The composition needs substantial aesthetic improvements.

Strategy 10 All aspects of the work would be highly appealing to the target audience and communicate effectively to them. For example, if it’s a magazine cover, the topic, headline, and graphics would communicate effectively (etc.). If it’s a video, the visual story-telling is clear.

The work would be fairly appealing to the target audience and/or fairly effective.

The composition needs more strategic work to be appealing to the target audience or effective.

Execution 10 The composition demonstrates high proficiency with software, is highly polished and professionally executed.

The composition demonstrates average proficiency with software and is competently executed.

The composition needs to demonstrate substantially more proficiency with software.

Analysis 5 The paragraph analysis of the work is thorough, insightful, clear, and well written.

The paragraph analysis of the work is competent. I could be more insightful, more thorough, and/or more clearly written.

The paragraph analysis of the work contains one or more areas of substantial weakness: for example, in thoroughness, clarity, insight, and/or basic writing skill.