Art Direction I Syllabus for 2021-2022
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Course

ARTC-1349-001 Art Direction I

Prerequisites

Prerequisite: ARTC 1313

Course Description

Creation of projects in art direction for advertising graphic campaigns for products, services or ideas. Topic include all campaign procedures from initial research and creative strategy to final execution and presentation of a comprehensive project.

Student ResourcesStudent Resources Website

Department Expectations

Occupational License Disclaimer

Notice to Students enrolled in an educational program for preparation of issuance of certain occupational licenses:

Students enrolled in an educational program in preparation for obtaining certain occupational licenses are potentially ineligible for such license if the student has been convicted of an offense. For further information, please contact:

Melodie Graves
Justice Involved Advocate
Student Service Center 117
mgraves24@actx.edu
806-371-5995
Make appointment at https://melodiegraves.youcanbook.me

You can also contact the Legal Clinic, or the faculty member in charge of the educational program that you seek to enroll in. The further information you will receive will include notification to you of your right to request a criminal history evaluation letter from the licensing authority in order to clarify your particular situation.

Hours

(3 sem hrs; 2 lec, 4 lab)

Class Type

On Campus Course

Syllabus Information

Textbooks

No Textbook Required.

Instructional Website:  http://thedesignlab.us

Office Hours: M/W 1:30–2:30 or by appointment

Supplies

Basic
Storage device 2 gb or higher (thumb-drive, external hard drive, or cloud storage)
Sketchbook
You may be required to purchase a domain name (usually less than $20)
Students will be required to print projects throughout the semester

Art Supplies
You will need the basic art supplies that allow you to sketch, concept, and create mockups. These items include but are not limited to:
pencils
tracing paper
exacto
bone folder (for scoring)
scissors
other miscellaneous items that will depend on your company and materials, like hole punch, scissors or other supplies

Other
For showing the full extent of your company's visual identity, you may need to acquire items which are appropriate to your concept, or make them if possible, so there will be something spent here, likely. This includes items like papers, boxes, t-shirts, or wood and digital expenses like typography, stock imagery if necessary.

 

Student Performance

Course Description: Creation of projects in art direction for advertising graphic campaigns for products, services, or ideas. Topics include all campaign procedures from initial research and creative strategy to final execution and presentation of a comprehensive project.

End-of-Course Outcomes: Identify aspects involved in a campaign; summarize client-related business practices involved in a campaign; execute an advertising campaign from thumbnails to presentation; and presentations/simulate client/agency interactions.

The overriding theme of this class is to simulate a studio environment, in which you typically have one or two major campaigns and a number of unrelated items you must address at the same time.

Students Rights and Responsibilities

Student Rights and Responsibilities

Log in using the AC Connect Portal

In order to receive your AC Connect Email, you must log in through AC Connect at https://acconnect.actx.edu .

If you are an active staff or faculty member according to Human Resources, use "Exchange". All other students, use "AC Connect (Google) Email".

Expected Student Behavior

These expectations will be enforced, in your grade and by whether you are granted continued allowance into the classroom.

• Cell phones and communication devices will be required to be kept inside your purse, bag or pocket.
• Cell phones and devices must be turned to silent.
• No texting during lecture, critique or class room instruction.
• Food and drink will not be allowed during class. Bottled drinks are an exception.
• No social networking of any kind during class time.
  If you do this, you will lose credit immediately for the project that you are supposed to be working on.
• No watching of videos or other materials unrelated to class. This is very rude and distracting.
• Students are required to come to class prepared with all supplies.
• *Student are expected to be respectful to each other and all faculty. See note below.
• Listening to headphones will not be allowed unless explicitly stated otherwise for a specific class. You must learn to operate in a group, and in an environment of distractions.
• Plagiarism of any kind will not be tolerated and will be reported. Obviously, still will receive a zero for the project in question.

On respecting classmates:

An environment of mutual respect among one another (student to student, between student and instructor) is crucial and anything outside of this WILL NOT BE TOLERATED.

• Silence during class isn't expected, but do not spend periods of time speaking loudly about something unrelated to class. This is highly distracting to other students and myself as I'm speaking to others.
• Grunting, remarking under one's breath, huffing or other actions that display ongoing frustration; these actions affect those around you.
• Gratuitous cursing, or speaking in ways which are vulgar or do not respect the feelings of those around you. Insensitive discussion of race or sexual orientation will result in immediate dismissal and loss of credit for anything done on that day.
• Failure to operate within the above guidelines may result in dismissal from the class and student will not receive credit for that day's attendance or activity grade. Further action will be taken if a student exhibits a habitual disregard to the above guidelines.

If you engage in these actions in class, I will call you out in class. Any other actions that are noticed will be addressed and added to the list.

Make it easy: don't be a jerk, don't be a know-it-all, don't be profane, do your work. Win for everyone.

On naming conventions:
You will be told in class how to name your files or folder which you turn in. There is a specific naming convention that is expected, as this makes it easier to grade more efficiently and ensures your projects don't get lost in the cracks. You will be told in class how to name your files or folder which you turn in. There is a specific naming convention that is expected, as this makes it easier to grade more efficiently and ensures your projects don't get lost in the cracks. Your project will not be graded if it doesn't follow the naming convention you are told to use.

Grading Criteria

Class Breakdown

Major Campaign: 50%
    logo
    collateral
    non-collateral
    ad campaign
    website
Grind Work (Logos): 20%
Communication: 20%
    giving feedback on other’s work
    handling feedback on your work
    communicating with instructor, staying on task
Presentation: 10%

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Major Campaign

You will create 5 major projects, each of which will take approximately 3 weeks, and all of which are in service of the same overall project, which is to rebrand a company.

Grindwork (Logos, Mostly)

2 week logo projects unrelated to major campaign. 15 sketches will be due 1 week from assignment. We'll pick the best and that will be developed and turned in 2 weeks from original assignment date. We will have quick critiques on these logos. (There may be times when the assignment is not a logo.)

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Presentation (2 throughout semester)

You will take the podium: one to present your initial vision for re-branding the company, and again to take the class through your project from concept to the current state of your company. Discuss struggles you had, how you arrived at solutions, and why the approach you ultimately took is the right one for the company and its messaging to its target audience.

Communication

You are expected to maintain proactive communication with myself, and communication with classmates about your projects. The critique for each project will count for 4 points toward the overall grade. What is expected is that you contribute to the discussion about others' work and that you communicate what you're doing, all in a productive and positive way. There are other ways, listed in the syllabus, in which these points can be lost.

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Individual Project Rubric

Each individual project will be scored from 0-100 points. The criteria for grading is listed below, with the available point values listed for each. These criteria will be discussed during class, before the first project is graded:   

• Concept / Project Goal ( 0 | 5 | 10 | 15 | 20 )
  Met the overall conceptual and practical goals of the project.
• Project Specification ( 0 | 5 | 10 | 15 | 20 )
  Project was submitted in the proper format, according to size and media specifications, and followed project guidelines.
• Professionalism ( 0 | 5 | 10 | 15 | 20 )
  Project was submitted in a timely fashion, exhibits proper craftsmanship and physical presentation, and is presented in a suitable manner to instructor and class.
• Layout/Design ( 0 | 5 | 10 | 15 | 20 )
  Demonstrates an understanding of fundamental design concepts and uses these effectively to achieve assigned task. This includes exhibiting an understanding of composition, typography, hierarchy, and other design concepts.
• Artwork ( 0 | 5 | 10 | 15 | 20 )
  Project exhibits appropriate and effective use of chosen or specified medium.

Point Value Definitions:
0: Fails to meet requirements | 10: Meets minimal requirements | 20: Clearly understands and accomplishes goal. Well above average.

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Presentation Rubric

Preparation: Remains on point, appears prepared (don't talk about how you forgot your fonts): 20%
Positive Attitude (Even if your day sucks): 20%
Handling of Feedback: Responds appropriately and productively to questions and critiques: 20%
Thoroughness: Thoroughly explains process, struggles, reasons for choices, and why solution is appropriate: 20%
Professionalism: Presents materials and conceptual approach (your identity) in most positive light: 20%

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Submission Policies

• All projects are due when class starts on the day they are specified to be submitted by the instructor.
• LATE PROJECTS and EXERCISES WILL NOT BE ACCEPTED. 
• All LATE exercises and projects must still be present and completed in the Final Portfolio.
•  Instructor reserves the right to decline the acceptance of any class work or projects that are significantly incomplete.
•  Students are responsible for staying informed of their grades and status in the class.

Work Development & Process:
Projects are expected to be explored, developed and refined through a process of student work and initiative combined with instructor and peer feedback. For this reason, work that is turned in on critique day should show the completion of this process. If you turn in a project that is a departure from what has been discussed and reviewed prior to critique day, your project will not be accepted. This shows a lack of respect for the process of feedback and revision, and would be unacceptable in a true work environment.

Grading Schema:

A: 90 or above
B: 80-89
C: 70-79
D: 60-69
F: 59 or below

Attendance

THIS IS A STUDIO COURSE. YOUR ATTENDANCE AND PROMPT ARRIVAL TO CLASS ARE ESSENTIAL FOR LEARNING AND EVALUATION.

If you miss a class, it is your responsibility to find out what you missed, including new assignments and due dates, and to make arrangements to obtain the materials dispersed (if applicable) and/or catch up on instruction.

ABSENCES
Students will be allowed 2 absences without penalty. After the second absence, 1 letter grade will be deducted from the total class grade for each additional absence. 5 absences will result in automatic failure of the course. A breakdown of penalties for absence is presented below:

Up to 2 Absences: No penalty
3 Absences: Loss of 1 letter grade
4 Absences: Loss of 2 letter grades
5 Absences: Failure of Course

You will counted as absent if you arrive more than 30 minutes late, if you leave more than 30 minutes before class is over without approval, or if you leave without consulting with instructor on days reserved for consultation and feedback.

There will be no exceptions to the above policy. For the opportunity to make up any work missed (which will only be allowed under the direst of circumstances and will be granted at the discretion of instructor), documentation must be provided as the reason for absence.

It is your responsibility to stay up to date on your absences.

TARDINESS
1 tardy = no penalty
2 or more tardies = 1 percentage point removed from Communication grade per tardy after 2.

INSTRUCTOR RESERVES THE RIGHT TO DISALLOW LATE ENTRANCE INTO THE CLASSROOM. In such cases grades for Attendance, Activity, Quizzes, and Exercises for that day will be lost.

Calendar

Additional Information

Progress Review
I should be able to see a solid, clear picture of where you're going with the items in question, not just you telling me about it. There should be some materials comped up at least, and examples or plans for other things. You may present these items early if you wish, after daily lecture and review of date-specific items are completed, or within office hours. You just need to have these items reviewed by the date specified.

Major Campaign Deadlines
These are the days on which these items are due to be reviewed and in some cases presented to the class.

Presentation
You will be given access to the podium, and should have your items ready on a flash drive. You may also present in a more analog, traditional manner if you wish. You should dress as if you are going to present to a client. No suit required, but torn jeans and a t-shirt is not appropriate.