This document summarizes Colleen Sedgwick's progress through various challenges in her course. It outlines her plans for a shark conservation poster for Sea Life including target audiences of the aquarium and general public. It details the design process, materials used, and sharing her work. Reflections note improvements with Photoshop skills but difficulty gaining feedback. The final reflections indicate meeting most objectives but no client feedback yet, and hopes to finish the checkpoint by the next day.

1. Checkpoint D: Progress Challenges 8-14
By Colleen Sedgwick Student no E0498336

3. Progress Challenge 08: Project Brief (Sea Life Aquarium)
Target Audience
• Primary audience (client): Sea Life Melbourne Aquarium or Sydney
(Darling Harbour1
).
• Secondary audience: customers/visitors to an Aquarium;
• Stakeholders (Government Departments, NGO'S who would work
with Sea Life, like the NSW Department of Agriculture and Fisher-
ies2
).
Objectives
• Design poster promoting shark conservation3
and education4
: for
instance-aposteraimedatalteringthepublicperceptionofsharks.
• Timeline or Schedule (Design process)
• Research 'facts' and evidence (done),
Establishing project requirements (what I have to do to capture those
images), brain storming and mind mapping, mood boards, drafting ideas
(thumbnails), image compositing and experimentation;
• refiningtheconcept(gettingfeedback);finalconcepts(addingtexts
to images).
• Development and Milestone Stages
• Capture image(s) – travel to location (already achieved);
• Organise and composit image(s) – have already done so through ex-
perimenting and my 'production blog' (see Progress Challenge 07)
1 Sydney Aquarium (2015): Darling Harbour, https://www.sydneyaquarium.com.au/ -
for the purposes of this assignment, I used this place as an example; my images aren’t exclusive-
ly for Sea Life
2 Department of Primary Industries (2015): Fishing and Aquaculture - Sharks, http://
www.dpi.nsw.gov.au/fisheries/info/sharks
3 Sea Life Trust (2014): No Shark Cull, http://www.sealifetrust.org.au/cause-view/asd-
fasd-asdfasdf
4 Sea Life Trust (2014): Public Education About Shark, http://www.sealifetrust.org.au/
cause-view/rethinking-public-education-sharks;
• Create Poster layout, add text and images
• Final presentation
Description of style, look & creative direction of the piece
• Again, it would depend upon the goals of the client or primary target
audience: For instance, the goal of Sea Life Trust would be to edu-
cate the public about the species they are doing their bit to protect
– would an infographic of shark populations (photographs) be useful
in this case. I want it to be similar to this5
.
Materials, equipment, technologies
• Hardware: Olympus digital camera – for capturing images; Comput-
er: Dell Optiplex 780 to process pictures and design documents
• Software: For photoimaging: Photoshop and/or Lightroom (Adobe);
in the past (before I had the Adobe Creative Cloud) I used Roxio Pho-
tosuite (which I had prior to starting the Diploma course); For my
poster design: InDesign
Delivery and Output requirements
• Travel to location (done that);
• Achieve milestone stages;
• Choose images for layout;
• Depending on what output they want – RGB (for on screen), CMYK
(for print);
5 Department of Primary Industries (2015): Tips to Reduce Your Risk of Shark Attack
in http://www.dpi.nsw.gov.au/fisheries/info/sharks/tips-to-reduce-your-risk-of-shark-attack;
see also ‘Shark Smart Brochure: http://www.dpi.nsw.gov.au/__data/assets/pdf_file/0017/304415/
SharkSmart-brochure.pdf)

4. Progress Challenge 09: Safety Plan
My safety plan will include:
1. Being aware of and abiding by the potential hazards
• Setting up of equipment – cameras and computers;
• Photographing subjects (including taking 'selfies');
• Electrical; chemical; manual handling; light; ergonomic; psychological; confined
spaces; online safety;
• Know what to do when an incident or accident occurs;
2. Abiding by copyrights, intellectual property and moral rights;
• Know what to do if one of those rights has been infringed upon.
• Know how to attribute a picture (or anything else) correctly.
The Copyright Council of Australia1
defines 'moral rights' as:
... the rights individual creators have in relation to copyright works or films they have creat-
ed. Moral rights are separate from the “economic rights” of the copyright owner. The creator
of a work, who holds moral rights, is not necessarily the owner of copyright in the work2
.
Creators have three moral rights. These are the right:
1. to be attributed (or credited) for their work;
2. not to have their work falsely attributed; and
3. not to have their work treated in a derogatory way.
1 Australian Copyright Council (2015): Find an Answer in http://www.copyright.org.au/acc_prod/ACC/
Home/ACC/Home.aspx?hkey=24823bbe-5416-41b0-b9b1-0f5f6672fc31
2 Australian Copyright Council (2015): Find an Answer in http://www.copyright.org.au/acc_prod/ACC/
Home/ACC/Home.aspx?hkey=24823bbe-5416-41b0-b9b1-0f5f6672fc31
!

5. Progress Challenge 10: Milestone Stages
Milestone stages are what I am up to exactly.
The Milestone Stages (of designing and compositing) include:
1. Concept art and moodboards - done;
2. Sketches and mockups - no sketches or thumbnails just yet, I more or
less just put a few elements together
3. Aquisition stage - done (when I went down to Melbourne)
4. Layout and draft stages - done
5. Refinement stages - done (did a few alterations to my pics)
6. Prefinal stages - in the process right now (awaiting feedback from
classmates, colleagues and others)
7. Final stages (submitting work) - not yet.

6. Progress Challenge 11 - Output, finalisation and Presentation
I decided to do a Hammerhead shark on a t-shirt. The dimensions for this image are 278
x 313 mm, and the file is 173 KB (kilobytes) which makes it easy to upload and make
available online. I saved most of my files as PNG (Portable Network Graphics) – you don't
get the compression or pixellation like you do for JPEGs. The colour profiles are RGB for
online viewing and CMYK for print1
. If I am printing on fabric (as I am for a t-shirt), CMYK
is recommended2
.
The next screenshot shows what could be done for other products or outputs (pictured
here include postcards, pens, mousepads and coffee mugs), as well as printing and other
associated costs (shipping, for instance).
1 DP Best Flow (2015): Colour Space and Colour Profiles, in http://www.dpbestflow.org/color/color-space-and-
color-profiles
2 Vistprint (2015): ‘Upload Help: RGB vs CMYK’; http://www.vistaprint.com.au/vp/ns/propath/UploadResourc-
es.aspx?selectedTab=0&pfid=372&pf_id=372#DocumentSize

7. Progress Challenge 11: Continued (Mockups)

8. Progress Challenge 12 - Sharing My Project With Others
Alongside Blogger, I have made my images available in Google+1
and Face-
book2
.
In addition, I have posted my work up to LinkedIn3
and its subsidary, Slide-
Share4
.
1 Sedgwick, C (2015): Col Sedgo, https://plus.google.com/+ColSedgo/posts,
2 Sedgwick, C (2015): Colleen Sedgwick on Facebook, https://www.facebook.com/media/
set/?set=a.1081149281917419.1073741862.277379758961046&type=3; Sedgie Art (2015): Sedgie
Art on Facebook, https://www.facebook.com/SedgieArt/)
3 Sedgwick, C (2015): Colleen Sedgwick on LinkedIn, https://au.linkedin.com/in/col-
leen-sedgwick-51a0315b
4 Sedgwick, C (2015): Colleen Sedgwick on SlideShare, http://www.slideshare.net/Col-
leenSedgwick

9. Progress Challenge 12 - Continued

10. Progress Challenge 13 - Reflections On My Development Process
In short, I believe I have improved significant-
ly with my technical knowledge of Photoshop.
Upon starting this module, I was going mad try-
ing to work things out despite going over the
notes and tutorials repeatedly. Is it possible
thatImightbestartingtogetthegistofthings
in this area?
I am still finding it difficult to gain feedback from
other people: despite uploading and sharing my
works on Facebook, Google+, Blogger and the
Open Space student forum, not many people
have clicked on the 'Like' button.
So far, I have had more luck with SlideShare, with
more people viewing my recent projects, thus in-
dicatingrangeofpotentialstakeholders,clients
and employers worldwide. The analytics show
many different market segments according to
country1
, profession, industry2
and the like (see
screenshots on next page).
This should give me an insight as to who is inter-
estedinwhatIdo:noonehasyetremarkedonmy
work, but with further probing and questioning
(through surveys), I may be able to tap into peo-
ple's interests more. In turn, that would make it
easier for me to refine my work and deliver more
effectively to my target markets.
1 http://www.slideshare.net/insight#summa-
ry/55323592/%3Frange%3D1m
2 https://www.linkedin.com/today/post/author/
posts#stats?trk=mp-reader-h

11. Progress Challenge 14 - Reflections on my Final Project
So far, this is what I have achieved (and not) as of 11/21/15:
Objectives:
• Technical objectives – yes;
• Planned response from client and audience – not yet
Target audiences:
• Suitability – conservative images (like in Checkpoint C) for a broader markets; radical ones for
more 'niche' markets
• Reaction – none yet.
Time line/schedule
• I hope to finish this project, Checkpoint D (written out, uploaded/shared) by tomorrow. I am now
up to this final Project Challenge, so I think I'm doing okay.
Development (milestone) stages
• Except for my thumbnails (which I skipped) and getting feedback, I have achieved most of these.
Description of the style, look and creative direction of the piece
• Hopefully 'yes' – I think my Hammerhead t-shirt looks pretty gnarly.
Materials, equipment and technologies
• I have a fairly basic digital camera and an iPod Touch – which work. My computer and software
are up to date.
The delivery and output requirements
• I was able to upload my PNG files (often considered acceptable for upload and printing) though
they can be a bit small for some print jobs.
Safety plan
• OH&S: Wanting to get things done quickly means sitting at the computer for a long time, but I
have taken breaks when needed.
• Ethics: unless I have been told otherwise, I presume I've complied with all legal and ethical obliga-
tions like Copyright, correctly attributing others' work or cultural sensitivity.