Professional Diploma in Communication Design 
Modules Synopsis

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Choosing the right typeface for a particular project may be a daunting task for students and even graphic design practitioners. The advanced typography workshop will equip learners with the professional skills to create clarity and expression to the message, while showcasing how a carefully crafted typography heightens emotional impact. Learners will learn how a carefully crafted and well-conceived typographic composition allows the designer to connect and effectively engage the reader with visual impact on both print and digital media.

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The art director position and role is one that many creative designers aspire to. An art director is responsible for the overall vision and objectives of a design project: the creative concept, look and feel, visual imagery, clarity of the message and aesthetics. Find out how it differs from being a graphic designer and the skills needed to be a good art director. Learn how exactly an art director can contributes to a project’s success. Learn how to diagnose a problem and narrow down the creative parameter of the design or advertising project. In this module, you will learn the strategy, conceptualisation, execution and presentation to effectively communicate your ideas to the intended target audiences.

 
 
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The Branding module covers the important aspects of branding. Students will learn how to build a branding campaign by understanding the fundamental concepts of branding and how it works. This module will focus mainly on areas such as what makes a brand, its worth, the business and creative sides, brand image, personality, identity and equity.

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This module will be covering on advertising concepts & theories and the world of advertising & ad agencies; and account management that will include presentation sessions on getting clients to buy into the strategy. Students will be taught the fundamentals of advertising and what are the difference between marketing planning and advertising planning. The focus is on advertising planning and the processes involved. Students will also learn from the perspective of key players in the advertising industry and how do they contribute to the advertising process. Does advertising lie? What are the control mechanisms to ensure ethical practice in the advertising industry?

 
 
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CORPORATE IDENTITY AND DESIGN WORK BY: 
Sivachandhrika Vigneshwar

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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. Students will learn about the coming of corporate communications, the story, visual and package, science of symbols, logos and colours, logotype and semiotics, supporting devices and applications, corporate design mandatories and the corporate identity system and why is it so important.

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Have you ever marvelled at amazing ideas and wonder how they came to be? Creative Thinking is the ability to connect the dots and see the larger picture. This module will equip learners the ability to condition and develop a creative mindset by understanding the creative process, learn various creative ideation techniques and the best practices to solve problems creatively using a different perspective, transformed into a creative solution.

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CORPORATE IDENTITY AND DESIGN WORK BY: 
Sivachandhrika Vigneshwar

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This module introduces students to the essential vector drawing tools to unlock their creative potential with Adobe Illustrator while learning useful shortcuts to enhance their design workflow. Students will learn from fundamental to the advanced techniques of adobe illustrator to create and construct logo design, 2-dimensional and 3- dimensional graphics, special visual effects, typographical graphics, realistic illustrations, perspective drawing and 3D packaging mock up presentation. The aim of this module is to equip students with the industry professional skills and techniques to edit and create vector visual graphics and special visual effects in the world of visual culture and highly visual saturated society today.

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This module introduces students to the professional practice and experts’ choice of digital image editing, manipulation and photo retouching tools for graphic design and multimedia with Adobe Photoshop. Students will learn from fundamental to the advanced skills and techniques of Adobe Photoshop to create special visual effects, artistic interpretation of images and enhance digital photography. The emphasis includes design process, exploration of advanced Photoshop techniques by integrating raster and vector graphics with Adobe Illustrator to maximizing the creative potential of the tools to create appealing visuals to effectively engage the audiences. The aim of this module is to provide students, graphic designer, web designer, multimedia designer, photographer as well as special effects artist with the professional skills to digital image edit, retouch, process digital image confidently and professionally in your respective profession.

 
 
 
 
 
 
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Adobe After Effects is the industry-standard software in the motion graphics and animation sectors. It’s used by most VFX, 3D and motion graphics artists, as well as animators. In this module, you will learn how to incorporate text, graphics, and visual effects to your video and motion graphics. Extend your creativity with built-in text and shape extrusion, new mask feathering options. Get into motion graphics - come learn what After Effects CC can do! Upon completion of this course, you will have an excellent understanding of the menu and tools in After Effects and be able to perform work in motion graphics, visual effects and compositing with a high level of efficiency.

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This module introduces students the digital publishing tools and techniques for publications design and gain insights into the professional practice of publication designers. Students will learn the anatomy of publication, design principles of page layout, grid systems, visual elements, and the organization of editorial content through Adobe InDesign software. The emphasis include conceptual development, design process, choosing appropriate paper stocks, print production and finishing. The aim of this module is to provide students with the essential publication software, page layout skills, design considerations and practical publishing skills to create the personality and tone for publication to engage defined target audiences.

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This module offers students an in-depth study of the principles of packaging design and the design process from concepts to three-dimensional forms. Not only will students explore key concepts of the packaging design development process, aesthetics and visual composition organisation, they will also learn about structural construction, technicalities, print production, packaging material and its properties, mechanisms and the overall presentation of the packaging design. The emphasis includes the sustainability and environmental issues associated with packaging design. The aim of this module is to provide students with the necessary skills to analyse and comprehend how packaging design elements (size, shapes, colour, material, graphics, typography, visual images, graphical treatments), choices of material and appropriate printing options can be integrated together as an effective marketing tool, creating impact and influence on consumers’ perception and buying decisions.

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Today, design practices have been shifting towards sustainability. Graphic designers, like many other creative professionals, contribute to an industry that can negatively impact the environment. The sustainable practice for graphic designers need to think of the process starting from the end rather than the beginning. In this module, learner will learn how an eco-friendly graphic designer considers the impact of their work can have on the environment, from the time they generate an idea throughout the production, choices of materials, delivery, distribution, uses of the product and even into the disposal process.

 
 
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AWARD-WINNING WORK BY:
RACHEL CHONG

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This module provides students with the theoretical and practical experiences of typography as a visual language and its application in visual communication design. Students will learn the history of type, anatomy, terminology, type classifications, principles of typography, typographic layout, type aesthetic and type choices consideration. The emphasis includes in-depth understanding on the role, purpose and function of typography. The aim of his module is to provide students with the understanding of how typographic elements such as letter structure, legibility, readability, tone of voices, type personality, characteristics, mood, selection of type choices, integration of other design elements and visual compositional relationships can create a visual impact in visual communication design today.

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The User Interface Design I module introduces students to the theory and practical interface design for web and mobile applications through the use of Adobe XD. This course will provide learner the knowledge and skills to create a real-world website interface and mobile app, resulting in one beautiful, streamlined user experience. At the end of the module, students should be able to learn exactly what does a UI designer do, understand the design process, online layouts, interface components and selecting the right colours and typography for creating of interface designs across different sectors.

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This module allows students to explore and embark on their creative journey to discover and cultivate what it takes to become a successful visual communication designer. Students will learn the importance of how to integrate basic design elements, principles of design, visual composition and relationships to develop and resolve visual problems. Specifically, this course focuses on the design process, function, exploration of various media, graphical experimentation, theoretical and practical skills of visual communication design. The aim of this module is to provide students an insightful experience on the role of visual communication design, purpose, function, process and contemporary practices of visual communication.

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The Advanced Communication Design Project is the final major project for all Professional Diploma in Communication Design students. Students will have to integrate everything they have learnt from the past modules with a self-initiated project. It will allow students to implement their design methods, communication design strategy and design and art direction their campaign using print designs, web layouts, static displays and motion graphics into a remarkable piece of creative campaign project.

 
 
 
 
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PROJECT WORK BY:
M.A.D. Student