Release 

Comments 

Release 1

This version first released with CUA Creative Arts and Culture Training Package version 2.0.

ELEMENT 

PERFORMANCE CRITERIA 

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Interpret creative briefs

1.1 Analyse creative briefs in terms of branding or identity objectives

1.2 Evaluate the broader context for the design work

1.3 Develop shared understandings of the scope and nature of branding or identity work with relevant people

1.4 Negotiate and confirm practical considerations, including schedule and budgetary requirements

2. Evaluate potential approaches to branding and identity

2.1 Consider current trends and ideas about branding and identity and their effect on the project

2.2 Analyse the client’s current approach to identity and brand strategy in the context of the work project

2.3 Identify the particular production factors that impact on branding and identity work

2.4 Assess and respond to legal considerations for branding and identity design

3. Generate and assess ideas

3.1 Identify and source references for branding and identity work

3.2 Explore the key questions that underpin branding and identity design

3.3 Experiment with different techniques and media as an integral part of ideas generation

3.4 Generate design ideas that support key client objectives

3.5 Maximise contributions of others through collaboration on ideas as required

3.6 Reflect on ideas for technical, creative and budgetary implications

3.7 Refine and select approaches that best balance the overall needs of the brief

4. Develop designs to support branding and identity

4.1 Develop designs from initial concepts ensuring that all production and design factors are taken into account

4.2 Combine conceptual and technical expertise in creation of design solutions

4.3 Engage in ongoing testing, creative collaboration and refinement during the design process

4.4 Engage with other experts on relevant technical, legal and business requirements

5. Finalise designs

5.1 Negotiate and agree to modifications and amend designs as required

5.2 Develop documentation required for the production process

5.3 Present final designs and documentation to relevant personnel

6. Evaluate design work and process

6.1 Evaluate completed design in terms of its success in meeting branding or identity objectives

6.2 Assess the work against other creative, technical and business considerations

6.3 Analyse and evaluate feedback from client and others

6.4 Reflect on own role in design process and note areas for future improvement

6.5 Develop strategies for further development of own skills

Skill 

Performance  Criteria 

Description 

Learning

6.4, 6.5

• Uses personal reflection to analyse own performance and determine effective strategies for skill enhancement

Reading

1.1, 2.4, 3.1, 6.3

• Interprets and evaluates complex textual and visual information from various sources to identify content relevant to own work production

Writing

1.3, 1.4, 5.2

• Distils information from a wide variety of sources to develop accurate documentation using industry specific terminology, vocabulary and structure appropriate for audience and purpose

Oral Communication

1.3, 1.4, 3.5, 4.3, 4.4, 5.1, 5.3

• Participates in exchanges of complex ideas and information with others using questioning techniques and careful listening to clarify and confirm understanding
• Presents detailed information using language, tone and pace appropriate to audience and purpose

Numeracy

1.4, 3.6

• Interprets numerical information and applies calculations to accommodate work within budgetary considerations

Navigate the world of work

2.4, 4.4

• Considers the implications of legislative and regulatory requirements when negotiating, planning and undertaking work

Interact with others

1.3, 1.4, 3.5, 4.3, 4.4, 5.1, 5.3

• Selects and uses appropriate communication methods and practices to participate in discussions, seek advice and negotiate shared outcomes and agreement with others
• Demonstrates sophisticated control over oral and/or written formats to present information

Get the work done

1.2, 2.1-2.3, 3.1-3.4, 3.6, 3.7, 4.1-4.3, 5.1, 5.3, 6.1-6.3

• Takes responsibility for own workload and negotiates some key aspects with others
• Critically analyses all information relevant to design and production requirements
• Explores new and innovative ideas using experimentation, analysis and critical thinking to develop new approaches to design challenges
• Makes a range of analytical decisions in relatively complex situations, balancing the relationship between design purpose and appearance, client requirements and other constraints, to determine which concept best meets the requirements of the brief
• Uses formal and informal processes to evaluate development and realisation of branding solutions
• Uses advanced features of digital tools and applications to conceive, present and evaluate solutions

Code and title  

current version 

Code and title 

previous version 

Comments 

Equivalence status 

CUAGRD607 Develop graphic designs for branding and identity

CUVGRD607A Develop graphic designs for branding and identity

Updated to meet Standards for Training Packages and clarify intent.

Equivalent unit

Release 

Comments 

Release 1

This version first released with CUA Creative Arts and Culture Training Package version 2.0.