This document summarizes several Knowledge Transfer Partnership projects between Dumfries and Galloway College creative arts students and local clients from 2009-2012. It describes the creative brief and project process, benefits for both learners and clients, and examples of final design solutions created for groups like the Befriending Project, Crichton Carbon Centre, and Yoga with Moira. The partnerships aimed to provide real-world experience for students while fulfilling creative needs of local businesses.
2. Process
‣ Tutor meetings with potential clients
‣ Identification of suitable projects
‣ Production and agreement of creative brief
‣ Matching learners to projects
‣ Creative process: Above: Typical creative brief
Below: Crichton Carbon Centre initial briefing meeting
‣ briefing - learners and clients
‣ research & initial concepts
‣ development and interim client meetings
‣ client visuals & client presentations
‣ artwork/production
learners and clients
3. Learner Groups
‣ HNC Visual Communication
‣ HND Visual Communication
‣ HNC Photography
‣ HND Photography
Client Briefing: Paul M Taylor & HNC Visual Communication
learners and clients
4. Clients
‣ Barlochan Beef
‣ D&G Befriending Project
‣ Crichton Carbon Centre
‣ Radar Ride
‣ Sunnyside Farm
‣ Paul M Taylor - Photographer
‣ Dunskey Gardens
‣ Motorcycle Scotland
‣ Yoga with Moira Site visit: Barlochan Beef
HND Visual Communication & Photography creative teams
learners and clients
8. Client Benefits
‣ Fresh design ideas
‣ Bespoke photography
‣ Re-evaluation of corporate
identity requirements
Knowledge Transfer
‣ Creative commissioning
process
‣ Production requirements Logo concepts and development
Befriending Project 2009/10
Client Perspectives
11. Creative Requirements
‣ Creative solutions for
promotional posters,
folders, fliers
‣ Purpose: to communicate the
work and services of the
Crichton Carbon centre to
schools, communities, businesses
Curriculum Enhancement
‣ Client liaison
‣ Citizenship Initial client briefing
Crichton Carbon Centre 2009/10
Project Overview
12. Learner Benefits
‣ Enhanced creative portfolio
‣ Real-world working practices
‣ Confidence
‣ Professionalism
‣ Independence
Knowledge Transfer
‣ 2 learners attended Carbon
Management Conference
‣ Invitation to attend ‘Ladyfield
Charette’: Sustainable
Client & learner design development interim meeting
Community Initiative
Crichton Carbon Centre 2009/10
Learner Perspectives
13. Client Benefits
‣ Wide range of potential design
solutions
‣ Changing clients perceptions for
design requirements
Knowledge Transfer
‣ Creative commissioning process
‣ Understanding campaign structures,
creative and promotional potential to
communicate to different audiences
Sam Sangster: Design proposal
Crichton Carbon Centre 2009/10
Client Perspectives
15. Yoga with Moira 2011/12
Jemma Hunter, Melissa Livingstone, Hilary Neil, Nakarin Prataen, Alan Thurston,
Daniel Warwick: HND Visual Communication
16. Creative Requirements
‣ Business name
‣ Corporate identity
‣ Branded Products
Curriculum Enhancement
‣ Client liaison
‣ Citizenship & Diversity
Samye Ling Tibetan Centre Research Trip
Yoga with Moira 2011/12
Project Overview
17. Learner Benefits
‣ Enhanced creative portfolio
‣ Real-world working practices
‣ Teamwork opportunity
‣ Creative liaison
‣ Confidence
‣ Professionalism
‣ Independence
‣ Production processes & costings
Knowledge Transfer
‣ Yoga skills
Client & Learner design development interim meeting
Yoga with Moira 2011/12
Learner Perspectives
18. Client Benefits
‣ Range of potential design solutions
‣ New ideas and concepts from
learners
‣ Unique corporate solution
Knowledge Transfer
‣ Creative commissioning process
‣ Production options & requirements
Client & Learner design development interim meeting
Yoga with Moira 2011/12
Client Perspectives
20. Building on Experience
‣ Ensure client commitment
‣ Identify decision makers
‣ Review of ‘creative brief’ contracts
‣ Change HND Visual Communication Option Units
Goals
‣ Educational ‘Creative Practice Studio’
‣ Learners establishing creative partnerships
Beyond 2012
The Legacy
Hinweis der Redaktion
Intro – self and presentation Review of successes and elements of project to build upon
Tutor/Client meetings: Assess project potential Suitable Projects: creative potential opportunists preserving professional creative marketplace Creative Brief: Scope of project Constraints Timescale Learners to Projects: Individual learner goals/group opportunities Matching creative requirements to specific SQA HN Units Creative Process: Learner/client interaction throughout
Projects for commercial design and photography HNC – all learners on each project HND – individuals of team working opportunities
Charitable Environmental Creative Newly established SMEs
Charity offering support and positive adult attention to young people experiencing difficulties
Redesign of existing identity Permissions for photography
Enhanced portfolio / presentation skills and confidence for Degree and employment applications and interviewPositive KT for client presentations, graded unit and Uni/job interviews
Experience all stages of creative process Re-evaluation/increased understanding of corp id and how communicates to target audience
Flexible identity, face used to personalize quotes; hugging word – caring, supportive
Organisation providing active leadership in sustainability for businesses, education and communities HVIC group – provide client with wide range of solutions
Range of promotional materials – imagery and slogans Sustainability message contributes to citizenship within the curriculum
Benefits as per Befriending Project KT – Conference attended by learners Charette – also invited video production opportunity for other learner groups (CMED)
Variety of learner solutions changed client’s perceptions of how to communicate to range of potential audiences
Finals – client gave positive feedback, but not used yet, enthusiasm for project appeared to waver
Hatha Yoga teacher with long-term business plan to develop ‘holistic health centre’
Suggestions for name for centre, corporate identity and branding for current and future activities Client comment re mood: Samye Ling Café – research trip – cultural awareness/citizenship
Showing typical benefits as per previous two – plus learners investigate & extend range of knowledge of production methods for wider range of applications eg tshirts, printing on yoga mats KT – yoga – simple techniques for stress reduction and relaxation applicable to prolonged use of Macs in design production Particular case of learner in wheelchair, didn’t feel could participate – Moira encouraged and identified key points for learner – importance of posture etc when in chair and prevent long-term impact
Learners’ views and suggestions can change client perceptions of own business – other examples include amendments to ‘copy’, corporate style extended into written communication Learners proposing innovative and quirky solutions that could be implemented at later stage e.g. mini roll-up yoga mat business card
Client delighted with bold corporate style appealing to wide audience – age range and m/f
Some clients not committing to meetings impact on agreed deadlines – students continue work to ensure achieving coursework Instance of client meetings and positive feedback, development – other partner changes direction - ‘who wears the trousers’ Creative contracts revised to resolve above Inclusion of Units with specific focus on live project work and active engagement of learners of professional working practice; learners take ownership of projects Much of Working in Creative Industries Unit falls out of this commercial practice – better then role play and theory – identified by SQA EV as good practice Plans to build on this and other ‘live projects’ to form Creative Studio – real world briefs and creative synergy across curriculum Potential for learners to establish creative partnerships during HND, develop client base of new SMEs and future work with them – mutually advantageous Current example – The Old School, Dumfries, range of complimentary SMEs – learners producing promotional material for one SME, potential to be recommended to the other SMEs