Assignment Title Unit 3&4 Re-Branding and Marketing

Unit No & Title Unit 3: Introduction to drawing skills

Unit 4: Introduction to communication skills in art & design
Level & Credit Value Level 2

Assignment Leader Anthony Bowman

Assignment Verifier Fiona Brown

Start Date 16/10/17 Hand out Date 31/10/17

Assessment Date 01/12/17

This assignment will enable you to generate evidence of functional skills development in these areas

Maths English ICT

Yes Yes Yes

Learning Outcomes: At the end of the unit the learner will

Know systems of measurement for translating 3D subjects into 2D drawings.

Be able to use measurements in observational drawings.
Know how a range of light sources affects the appearance and meaning of subjects.
Be able to use a variety of drawing media to record the effects of light.
Understand communication methods and skills.
Be able to use communication methods and skills.
Content

During this assignment, you will take on the role of an Illustrator, designer in labelling and packaging.
The theme for this project is Smoothies. These are associated with mixtures of fruits, tropical
ingredients, multi-coloured combinations and delicious flavours. It can also mean a mixture or
combination of elements or a cocktail of components. It suggests a mix of fruits and colours, and the
general sense of an attractive and enticing product, with a sense of fun and variety. A major
supermarket is launching a new own-brand range of smoothies with no additives, sweeteners or
artificial colouring. This is a very competitive area for sales so it needs to set its product apart from the
competitors. The supermarket has called the product range SMOOTHIES and it will have novel
combinations of fruits. The target market is a health- conscious shopper prepared to try something
different. The sales section of the supermarket is the client and it wants a consistent visual theme and a
strong shelf identity and this can be bottles, cartons or cans. You should develop drawings and ideas
and designs in response to the client brief and your own research on the theme Smoothies. You should
make reference to specialist materials, techniques and processes and elements such as; layout,
typography, colour, line, texture, decoration, pattern, form and function.
Scheme of Work
(to note assignment key dates / Briefings / Crits / Formative and Assessment / Tutorials etc.)
Week Activity / Location Independent Study

Week 1 Introduction to brief and mind map initial ideas, fruits and Mind mapping chang
combinations. Research fruits and graphic styles for drawing from words to visual
techniques in a mood board including colour theory. iconography.
To identify and apply scale, proportion, and grids and how they Mood board fully
relate to the two-dimensional picture planes. annotated with keyw
To apply drawing methods through simple shapes to create and information relati
outlines. to subject matter.
To identify a subject, create a net design to the photo and to a blank
piece of paper. Then draw within a measured box each shape to
create a final measured image.
Week 2 To draw fruit from a step by step video tutorial using simplicity of Alternative drawings
shape and fingers for proportions, then applying shading to form fruits using more
reality, understanding the light source and pencil and thumb complex shapes and
method. forms.
To draw fruits from primary source using pencil, charcoal and chalk Students drawing fro
on Black and White drawing paper. alternative light angle
To draw fruit using coloured pencils to identify tone through colour with shading to affec
and various shades to affect the appearance and meaning. appearance.
Compare the range of communication methods through materials
and mark making.

Week 3 To paint fruit using a ruler for measurement on photography and To annotate all work
employing watercolour or acrylics to affect the appearance and produced assessing a
meaning. range of light sources
To collage fruit using magazine cut outs to identify the effects of how they affect the
light. appearance and mea
To digitally create fruit for packaging, using Illustrator to produce of a subject
cartoon, cel shaded and semi realism. Assess the use of
measurement system
and meaning in
observational drawin
Assess the use a varie
of drawing media to
record the effects of
light.
Week 4 Research in online software for typography. Produce further rese
Layout designs through both thumbnails sketches and a final design on typography and lo
layout identifying fonts, shapes and symbolism. creation with the the
Typography for logo for theme Smoothies in hand rendered designs smoothies.
using research. Assess the effectiven
Pattern design for packaging using colour and iconography of fruits. of communication
Colour theory of design understanding communication methods methods through
through annotation. annotation layout,
typography, colour, li
texture, decoration,
pattern, form and
function.
 Week 5 Net designs for labelling and packaging for bottles, cans or cartons. Ensure every page of
Experiment with Layout designs through both thumbnails sketches sketchbook is annota
and a final design layout identifying fonts, pattern, through Take alternative
experiments and colour theory. photography for use
experiments, looking
Week 6 Produce a 3D interpretation using digital labels in Cinema 4D. Compare a range of
Adding light effects sing light source from spot to area with communication meth
reflection. and skills to support
Produce colour effects to contents, glass, tin or reflective gloss card. creative activity Asse
Rendering 3D objects in Cinema 4D for realism. the effectiveness of
Complete the assessment. communication meth
Present work to be handed in and graded. in your final work.
End.

Suggested Research (include visits /reading lists / websites etc)

Books: Websites:
Keys to Drawing by Bert Dodson https://www.drawspace.com
How to Draw What You See (Practical Art Books) https://www.thoughtco.com/drawing-and-sketching-
by Rudy De Reyna 4132651
Fun with a Pencil by Andrew Loomis https://www.drawingnow.com
Drawing Lessons from the Great Masters http://www.drawingcoach.com
by Robert Beverly Hale https://www.dragoart.com
Basic Coloured Pencil Techniques by Bet Borgeson http://www.how-to-draw-cartoons-online.com
Collage Techniques: A Guide for Artists and https://www.youtube.com/watch?v=fQo7P9VkFaA
Illustrators by Gerald Brommer

Assessment Guidance: What coursework you should aim to produce on this assignment.

Assessment Criteria Evidence

Unit 3: Introduction to drawing skills

Unit 4: Introduction to communication skills in art & design
Unit 3
1.1: Identify systems of measurement appropriate to
translate observed subjects from 3D into 2D drawings.
2.1: Use systems of measurement in the production of
observational drawing in a range of contexts
2.2: Assess the use of measurement systems to
influence appearance and meaning in observational
drawing.
3.1: Compare and contrast a range of light sources on a To draw fruits from primary source using pencil,
variety of subjects
4.1: Use a range of media to record the effects of light paper.
and influence appearance and meaning in drawing
4.2: Assess the use of light to influence appearance
and meaning in drawing.
1.1 Select and compare a range of communication
methods and skills to support creative activity.
2.1 Assess the effectiveness of communication
methods and skills to express ideas in support creative
activity.
Identify and apply scale, proportion, and grids and
how they relate to the two-dimensional picture
planes.
Identify and apply drawing methods through
simple shapes to create outlines.
Identify and apply a subject, create a net design to
the photo and to a blank piece of paper. Then draw
within a measured box each shape to create a final
measured image.
Identify and apply fruit drawing from a step by
step video tutorial using simplicity of shape and
fingers for proportions, then applying shading to
form reality, understanding the light source and
pencil and thumb method.
In annotations on work and an evaluation of the
development in assessing the worth of
measurement to influence appearance and
meaning.
charcoal and chalk on Black and White drawing
To draw fruit using coloured pencils to identify
tone through colour and various shades to affect
the appearance and meaning.
To paint fruit using a ruler for measurement on
photography and employing watercolour or
acrylics to affect the appearance and meaning.
To collage fruit using magazine cut outs to identify
the effects of light.
In annotations on work and an evaluation of the
development, research and final product.
Digital creation of fruit for packaging, using
Illustrator to produce cartoon, cel shaded and semi
realism.
Logo design in digital communicating through
Production of a 3D interpretation using digital
labels or designs in Cinema 4D.
Adding light effects sing light source from spot to
area with reflection.
Produce colour effects to contents, glass, tin or
reflective gloss card.
Rendering 3D objects in Cinema 4D for realism.
Complete the assessment.
Present work to be handed in and graded.
Mind map of initial ideas
Research fruits and graphic styles for drawing
techniques in a mood board including colour
theory.
Research in online software for typography in
emotion, message, using font, case, scale, colour
and positioning.
Layout designs through both thumbnails sketches

2.2 Assess the effectiveness of communication
methods and skills to express ideas in support of
creative activity.
and a final design layout identifying fonts, shapes
and symbolism.
Typography for logo for theme Smoothies in hand
rendered designs using research.
Pattern design for packaging using colour and
iconography of fruits.
Colour theory
Assess the effectiveness of communication
methods through annotation layout, typography,
colour, line, texture, decoration, pattern, form and
function. Organise and present all your visual,
written research, experiments, design ideas and
final piece. Throughout your sketchbook or
evaluation, annotate and assess the effectiveness
of your:
Research to develop your design ideas.
Choice of materials, technical skills and processes
to illustrate your ideas and samples
Choice of communication in typography and colour
in your final piece.

English knowledge and skills signposting

GCSE English subject content area:
The topic areas below are drawn from the GCSE English subject criteria.
Express ideas and information clearly, precisely, accurately and appropriately in spoken and written communication.
Explore questions, solve problems and develop ideas
In writing, learners should write accurately and fluently:
Choosing content and adapting style and language to a wide range of forms, media, contexts, audiences and
purposes.

Mathematics knowledge and skills signposting

GCSE mathematics subject content area:
The topic areas below are drawn from the GCSE mathematics subject criteria.
Understand number size and scale and the quantitative relationship between units
Understand and use direct proportion and simple ratios

Functional Skills standards for English level 2

Reading
Select, read, understand and compare texts and use them to gather information, ideas, arguments and opinions
Writing
Write a range of texts, including extended written documents, communicating information, ideas and opinions,
effectively and persuasively

Functional Skills standards for mathematics level 2

Representing
Identify the situation or problems and identify the mathematical methods needed to solve them
Select a range of mathematics to find solutions
Analysing
Apply a range of mathematics to find solutions
Use appropriate checking procedures and evaluates their effectiveness at each stage
Interpreting
Interpret and communicate solutions to multistage practical problems in familiar and unfamiliar contexts and
situations
Draw conclusions and provide mathematical justifications

This brief has been checked prior to being issued to students:

Assessors Signature: Date:

Internal Verifiers Signature: Date:

Please Note: All work should be completed and handed in to the assessor on or before the approved deadline.