2142 Fundamentals of Content Production Assignment Brief | University College Birmingham

Assignment Task:

A start-up business has approached you to build their logo and create a promotional video to help them launch
their brand. For this assignment you must create and submit the following elements:

• A digital sketchbook that shows your creation and development of at least three ideas at the sketch stage, alongside examples of your visual research, ideation, and draft copies of your content;
  
  
• A storyboard that shows at least two different ideas for a short piece of video content which can be used for promotion purposes by the start-up business;
  
  
• Your completed proposed logo and promotional video;

• A creative statement that explains your creative process, choices made, methodology, and how it fits into wider marketing ideas and strategies

Marking Criteria:

Below are the marking criteria that align with both the task(s) set and the quality of your document.  Clear weightings/marks are noted for each criterion. The overall mark awarded for this assignment will explicitly show how the mark was calculated based on your performance against each criterion.

Generating and Developing Ideas

• Have there been at least 3 logo ideas generated and progressed, at least, to sketch stage?
• Has the student developed at least two different ideas for their proposed video and progressed them to at least a story-board stage?
• To what extent has the student showed clear progression (i.e., original sketch, improvement, and final piece) in the creation of the proposed final logo and video?

Creativity

• To what extent is the final proposed logo and video suitable for a company that operates within a particular industry?
• Has the use of an industry-standard tool been demonstrated in the creation of the final logo and video that have been proposed?
• To what extent is the final video compelling and aid in generating interest in the company?

Evaluation

• To what extent does the creative statement give a rationale behind the creative decisions made by the student during the creation of the content?
• To what extent is the creative statement well-written, rational and provides a full explanation of the students’ ideas?

Knowledge

• To what extent have appropriate tools been used to create the logo and video content and have they been used to their full potential?
• Where content, theories, or inspiration is used and shared, have they been referenced correctly?

Task and document format guidance:

• Focus on attention to detail, quality of work, and overall academic standards;
• You should make up the name of the company - it should not be an existing company or start-up;
• You should carry out industry-relevant research to help support your work and evidence that research;
• You can use any industry-standard tool to help you create your logo/video (eg. Photoshop, Canva etc);
• Evidence your creative process in your creative statement with screenshots of your creations;
• For additional guidance on this assignment, please access the assignment vodcast available on Canvas.

E-submission guidance:

This assignment will require you to submit your work by uploading a document in Word and other files  to Canvas. Please follow this online guide on document submissions and contact the DICE team at dice@ucb.ac.uk if you need any further support.

Learning outcomes:

• Demonstrate an ability to compile visual research which inspires and informs an original digital content portfoli
• o;
• Utilise best practice graphic design and visual communication techniques to create digital content;
• Apply knowledge of digital media production software to the creation of an original content portfolio.

Academic skills outcomes:

• The Academic Skills Outcomes to be developed by completing this assignment can be found here.