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PROFESSIONAL
DIPLOMA IN ADVERTISING AND DESIGN
Modules Synopsis
MODULES
ADVANCED TYPOGRAPHY
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.
BRANDING
In the dynamic landscape of today's market, a brand stands as more than just a logo or tagline; it's the essence of a business, the emotional connection to its audience, and the promise of value delivered. This module is designed to navigate the intricate journey of brand creation, development, and management. Through this course, students will delve into the historical roots of branding, dissect its core components, and understand the pivotal role it plays in carving a niche in today's saturated market.
From the fundamentals of brand foundations and identity to the nuances of digital branding strategies, this module equips students with the tools to craft resonant, distinctive, and enduring brands. Whether you're an aspiring brand strategist, a business owner aiming to differentiate in the marketplace, or simply curious about the magic behind iconic brands, this course offers a deep dive into the art and science of branding. Students will not only grasp the theoretical aspects but will be well-versed in executing strategic brand decisions in real-world scenarios.
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. 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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DIGITAL STUDIOS I (ILLUSTRATOR)
This module dives into the world of Adobe Illustrator, a leading vector design software. Whether you're an aspiring graphic designer or someone curious about creating digital art, this course is for you. Over ten interactive sessions, we'll explore Illustrator's user-friendly tools and features.
From drawing basic shapes to crafting intricate designs, you'll learn the ropes of creating sharp, scalable graphics. We'll play with colours, dabble in typography, and even transform 2D sketches into 3D visuals. By the end, you'll have a good grasp of Illustrator and a collection of designs you can proudly showcase.
DIGITAL STUDIOS III: AFTER EFFECTS
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.
PACKAGING AND PRINT TECHNOLOGY
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.
TYPOGRAPHY AND COMMUNICATION DESIGN
This module provides students with the theoretical and practical experience 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 an in-depth understanding of 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.
VISUAL COMMUNICATION
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.
ART DIRECTION
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.
CONVERGENCE IN ADVERTISING
This course takes a close look at the world of advertising, from its early days to the current digital age. We'll explore how advertising has changed over the years, focusing on both the basics and the latest tools and trends. You will learn about the impact of new technologies and trends in advertising, such as AI and the metaverse and the role they play in modern day advertising.
The module aims to give students a clear understanding of both old and new advertising techniques. We'll move from traditional methods to today's best practices. Along the way, we'll stress the importance of strategy, creativity, and making ethical choices in advertising. By the end of the course, you'll know how to craft modern advertising plans, understand your audience better, and be aware of the ethical considerations in the industry.
CREATIVE THINKING
This course takes a close look at the world of advertising, from its early days to the current digital age. We'll explore how advertising has changed over the years, focusing on both the basics and the latest tools and trends. You will learn about the impact of new technologies and trends in advertising, such as AI and the metaverse and the role they play in modern day advertising.
The module aims to give students a clear understanding of both old and new advertising techniques. We'll move from traditional methods to today's best practices. Along the way, we'll stress the importance of strategy, creativity, and making ethical choices in advertising. By the end of the course, you'll know how to craft modern advertising plans, understand your audience better, and be aware of the ethical considerations in the industry.
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DIGITAL STUDIOS II (PHOTOSHOP)
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.
EDITORIAL DESIGN
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.
SUSTAINABLE GRAPHIC DESIGN
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.
USER INTERFACE DESIGN I
The User Interface Design I module introduces students to the theory and practical interface design for web design applications through the use of Figma. This course will provide learner the knowledge and skills to create a real-world website interface, 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.
ADVANCED COMMUNICATION DESIGN PROJECT
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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