Professional Workshop in Advertising & Design Central Area, Central

Course details

Visual Communication
The visual communication module acts as an orientation programme for students to embark on their journey of discovery into what it takes to become a successful designer. Students will be exposed to the various forms of design, as well as understanding fundamentals such as design principles, symbols, colours etc. This module will focus mainly on the following areas:


- Design appreciation and communication
- Fundamentals and Principles of design
- Colour fundamentals and theories
- Idea development
- Research development
- Protocols and processes

Digital Studio I
(Photoshop ® & Illustrator ®)
In this module, students will be introduced to the fundamentals of computer-aided-design with industry standard applications - Adobe ® Photoshop ® and Adobe ® Illustrator ®. The objective of this module is to equip students with the skills necessary to stay relevant in the digital age. This module is divided into two equal parts, with 6 sessions for each application.

ADOBE ® PHOTOSHOP ®

- Understanding Adobe ® Photoshop ® tools and
work area
- Working with Adobe ® Photoshop ® layers and masking features
- Understanding colour modes, color correction
- Working with transparencies, blending mode, paths and clipping paths
- Filters and plug ins
- File formats, smart objects, etc

ADOBE ® ILLUSTRATOR ®

- Understanding the workspace of a
vector-based environment
- Basic layout techniques
- Drawing with Adobe ® Illustrator ®
- Working with layers, transparencies,
graphic styles
- Precision drawing with Adobe ® Illustrator ®
- Path operations, masking and filters
- Creating proofs (draft, print, press)

Typography & Communication Design
The typography & communication design module will gear students to the next level of design driven skills with a greater emphasis in graphic design and typography. Students will learn how typography forms a visual unit, utilising graphic design to create an outstanding piece of work delivering accurate information with communication design. This module will focus mainly on the following areas:


- Type evolution and history
- The graphic designers' layout grid
- Typography as a visual language
- Working within a given space and a body
of information
- How typography affects graphic design
- Type anatomy, measurements, classifications, styles, weights
- Type spaces (kerning, tracking, leading, etc)
- Applying variations in layouts and identifying common mistakes
- Creative research, how to get inspiring ideas and applying through Art Direction
- Choosing the right photo or cropping the
wrong photo
- File Formats

Corporate Identity and Design
This module will provide students the science behind every corporation's 'persona'. Besides creating the corporate personality, the module also explores the components of a corporate identity programme that will promote consistency in both discipline and application. This module will focus mainly on the following areas:


- The coming of corporate communications
- The story, the visual, the package
- The science of symbols and colors
- The logotype and the semiotics
- Supporting devices/ applications
- The corporate design mandatories
- The corporate identity system, why is it
so important?

This module is further complemented by the Branding module, allowing students to fully comprehend the science and visual behind brands and identity.

Packaging and Print Technology

This module introduces the technologies and procedures of modern lithography and packaging studies to students, equipping them with real industrial knowledge of managing the studio workflow through a visit to a printing plant. This module will focus mainly on the following areas:


- Understanding colors and inks for press
- Understanding dpi, ppi and lpi.
- The different forms of lithography with emphasis on offset lithography
- Pre and post press. Managing the workflow
- Color separation
- Understanding packaging as an extension
of a brand
- The corporate identity system, why is it
so important?
- Choosing the right stock
- Creating prototypes for packaging
- Techniques in performing really nice mockups

The research development aspect of this module's project will be complemented through the Marketing Overview module.
Editorial Design
This editorial design module covers important aspects on how to structure a set of cohesive editorial content, grids and components through the use of Adobe InDesign as the technical aspects. Students not only will learn content gathering, they will also understand how to create personalities and tone for publication. This module is divided into 6 sessions for Editorial Design and 6 sessions on Adobe InDesign. This module will focus mainly on the following areas :

EDITORIAL DESIGN

- Editorial design and its objectives
- Anatomy of a publication
- Creating layouts
- Essential layout skills

ADOBE ® INDESIGN ®

- Working with Adobe InDesign's ® features such as master pages and section markers
- Creating paragraphs and character styles
- Working with Adobe InDesign's table feature

Online Media Design
This online media design module allows students to integrate communication design with realism through rich media, with studies focusing on web criteria, restrictions and how to use Adobe Dreamweaver for dynamic web presentations. This module will focus mainly on the following areas:


- Understanding what is the internet, worldwide web and the progress
- The internet and communication design
- Fundamentals of Dreamweaver
- Flowchart
- Understanding tables in Dreamweaver
- Navigating the site with buttons
- Consistency with CSS styles
- Technical skills such as image quality, file format, color space, etc

Creative Thinking
The creative thinking module focuses on how the human mind thinks and how we can think creativity through a series of lectures that investigate different methods of getting a big idea through exciting assignments.

It discusses the development of creative concepts that are designed to meet advertising and promotional objectives. Ways of generating the big idea across the media (below-the-line, above-the-line and new media) and how to evaluate those ideas strategically will be emphasized. Students will learn to understand the difference between effectiveness and creativity.
Advertising
The advertising overview module introduces students to the big picture of advertising. Topics such as key player, advertising categories, strategy and planning will be addressed in a series of lectures.

Students will also benefit from forum-styled discussions on effectiveness of advertising and explore various methods in both visual and message strategy, with pragmatic and strategic assignments. This module also provides an in-depth coverage on advertising through traditional and new/alternate media of the industry today.
Copywriting
This copywriting & art direction module covers the two pillars of creative advertising crafting and writing a good ad. Students will learn the techniques, concepts and purposes of copywriting and art direction. The module will focus mainly on The Copywriter; grammar and usage; styles and target Audience; what to say (meetings, creative briefs); techniques; writing for different media.

Complemented by the typography & communication design module, students will be able to apply both copywriting and art direction into their very own advertising masterpiece.
Branding
This branding module covers the important aspects of branding. Students will learn through a series of visual-based lectures on how brand experts build branding campaigns by understanding the fundamental concepts of branding and how it works.

Students can expect to learn from brand experts on topics such as Brand Foundation Values; Brand Personality; Brand Names; Brand Space, Brand Recognition, Public Relations; Brand Crisis Management and many more.

Students understand how values are packaged in visual identity systems as the Corporate Identity & Design module complements the Branding module.
Marketing
The marketing overview module introduces fundamental marketing concepts. Students will understand how advertising fits into the marketing process and the strategic relationship between the two concepts. The importance of market segmentation and how market segmentation influences message development will be emphasized.

Students will learn to appreciate the importance of research and learn to carry out research and formulate findings particularly in consumer behaviour.

The marketing overview module is complemented by the pragmatic module, packaging and print technology, encompassing projects within the retail environment.
Digital Studio II
Advanced Photoshop ® & Illustrator ®)
In this sequel to the digital studio 1 module, students will be introduced to the next level of computer-aided-design with industry standard applications Adobe Photoshop and Adobe Illustrator. This module is divided into two equal parts, 6 sessions for each application.

ADOBE ® PHOTOSHOP ®

- Advance layers and masking features
- Layer adjustments techniques
- Advance color mode such as working
with Channels
- Working with Photoshop ®
3-dimensional features

ADOBE ® ILLUSTRATOR ®

- Gradient Mesh
- Advanced symbol techniques
- Creating 3-dimensional graphics

Students will also be exposed to advanced techniques of how to integrate vector and rastor graphics into applications such as Dreamweaver ®, Flash ® and InDesign ®.
Television Commercial
The television commercial module is an introduction to the TV advertising medium. Understanding what it's best for, how has it developed and how it has evolved. Students will be taught how to write a television commercial script; the importance of the brief; understanding AIDA and how to apply AIDA; as well as how to get it right and use it to decide on a film approach.

Additional studies such as the Ten commonly used approaches, their merits and pitfalls will be taught. Students will benefit from practical assignments such as making a storyboard and presenting it effectively; developing a shooting board; and finally making a great television commercial with great ideas.

Additional technical studies will be complemented by Apple's iMovie and the Online Media Design Module.
MAD INTEGRATED PROJECT (MAJOR PROJECT)
Students embark on their final journey for advertising & design through integrating the modules learnt through a real-world inspired MAD integrated campaign project. This major project will allow students to CREATE A NEW IDEA, apply Marketing strategies, Media planning, Advertising Strategy and translate them into a final visual assembly through graphic and visual communication.

In this final lap, students' final work will gain further value through expert critics from our highly esteemed External Panel Assessors (EPA) from the industry in a pitch-inspired presentation.