From Passion via Innovation to Profit – Assignment Title

BTEC–QCFBasingstokeCollegeofTechnology
BTECLevel3ExtendedDiplomainArtandDesign–(YEAR2)
FromPassionviaInnovationtoProfit–AssignmentTitle
Assessors:
Victoria Burden, Sue Martin, Pete Hardy and Sue Riley
Date issued:
Monday 8th February 2016
Hand In date:
Friday 11th March 2016
Duration:
5 weeks (including Half Term)
Qualification:
BTEC Level 3 Extended Diploma in Art and Design
Units covered:
Unit 16: Promoting Art and Design Work
Unit 89: Developing and Realising Design Craft Ideas
Learning aims covered:
All learning outcomes from each of the two units – Unit 16 and Unit 89
Scenario:
To be successful in the Creative Industries an understanding of being able to promote yourself and your work is crucial.
Unit 16. Promoting Art and Design Work explores professional practice - looking into ways of promoting art and design work,
current trends and how you can promote your own art practice.
Unit 16 will link to Unit 89: Developing and Realising Design Craft Ideas where you be required to make a final piece which you
can sell or promote, whether it is a you tube video on how to make something or series of pieces for a Craft Fair or shop. You
will consider how to promote the pieces you produce, how much it will cost to produce and how much you will sell it for in order
to make a profit factoring in labour time to make the pieces. As part of the Unit you will consider the quality of piece and the
branding, looking for consistency in branding and quality.
We are looking for innovative, independent ideas!
It’s an ordinary work day for Kate Broughton, who is sticking bird seeds on to greetings
cards from her home in West Yorkshire village, Otley.
These are no slapdash home-made creations. The cards are part of a growing business that
Miss Broughton created from scratch. The knick-knacks she creates, also including nail
stickers, bird and bee prints, buttons and badges, now earn her £20,000 a year – and that’s
after expenses, materials and tax.
“I’ve just started a bird collection for Christmas. I
illustrate the front of the cards with robins and staple a
handful of seeds inside which you can see through the
front of the cards,” she said.
Miss Broughton, 32, who worked in a Nottingham
bookshop before turning to full-time craftmaking in
2011, said her career change was “weirdly unexpected”
and came after posting photos of her products online.
It was only when she began selling her £2.50 cards and
£3 nail stickers using online marketplace Etsy that she
realised her hobby could turn into a lucrative business.
What you need to do to successfully complete the units:
Unit 16: Promoting Art and Design Work
LO1
LO2
LO3
LO4
Know about promoting art and design work
Be able to plan a promotional campaign
Be able to produce promotional material
Understand art and design promotion
Unit 89: Developing and realising Design Craft Ideas
LO1
LO2
LO3
Be able to carry out research on design crafts to inform ideas development
Be able to produce design craft solutions
Understand working methods and design craft outcomes
Attendalllessonsandbepunctual
WeekOne
BRIEFSCHEDULE
Monday8thFebruary2016
Introductiontothebrief
WorkingtowardsTASKONE
SpringHalfTerm–15thFebruary–19thFebruary-WorkingtowardsTASKTWO
Weektwo
WorkingtowardsTASKTWO
WeekThree
WorkingtowardsTASKTWO
WeekFour
WorkingtowardsTASKTHREE
WeekFive
WorkingtowardsTASKTHREEandTASKFOUR
wholeprojecthandinDEADLINE-
Friday11thMarch2016
TASKONE-
Research
Unit 16 - P1 - Outline different ways to promote art and design work
Unit 89 - P1 - Carry out and record research
Unit 16 – P4 - Review the effectiveness of own and other’s promotional material.
•
Research and collect/record samples of ways to promote
art and design work
1.
InyoursketchbookorblogrecordlotsofdifferentwaystopromoteArtandDesignwork
eg.Privateviewinvites,socialmediaposts,bespokemerchandise,website,products.Discusswaysto
promoteArtandDesignwork,whatworkswell,whatdoyouneedtoconsider,compareandcontrast
marketingandproducts(Record)
2.
Describedifferentwaysyoucouldpromoteyourownworkandideas(Describe)
3.
Discusswaysinwhichyoucanpromoteartanddesignwork,describewaysthatarethemosteffective
andappropriateandwhy,compareandcontrastmarketingandproducts(Discuss)
Aminimumof8pagesinyoursketchbook
•
Carry out and record research
1.
Researchintocrafts,lookbackinhistoryattraditionalcraftsandcomparetocraftsandmerchandisethat
arepopulartoday.(Record)
2.
Researchmerchandiseorproductsthatappealtoyouoryoumightpurchasefrommainstreamshopsto
bespokedesignsoroneoffpieces.(Describe)
3.
Evaluateyourresearch,discusswhatyouhavediscoveredabouttheartanddesignmarketplace.(Discuss)
Aminimumof8pagesinyoursketchbook
GradingcriteriaUnit16–P1,M1,D1Unit89–M1,M1,D1Unit16–P4,M4,MD
TASKTWO-Create
a craft outcome and create
a promotional campaign to sell and market
the craft outcome
Unit 16 P2 - Plan a promotional campaign to a brief
Unit 89 P2 - Develop ideas for design crafts outcomes
• Brainstorm the brief
Lookbackatallyourresearchandbrainstormideasforacraft
outcome.Followingonfromthiscreateabrainstormonpossible
waystopromoteyourcraftoutcome.
• Develop ideas independently
Whoisyourintendedaudience?
Whatareyougoingtoproduceforthecraftoutcome?
• Consider the following:
1.
Howareyougoingtosellormarketyourcraftoutcome?
2.
Howareyougoingtoproduceyourcraftoutcome–materials?
3.
Howcanyouensurethequalityofyourcraftoutcome?
4.
Howmuchwouldyousellyourcraftoutcomefor–
coststoproduce(basiccosts)coststosellyourproductincludingprofit?
5.
Howareyougoingtomarketyourcraftpiece,doyouneedtocreateabrandandpieceofbranding?
Unit 16 P3 - Design and make promotional material
Unit 89 P3 - Produce design crafts outcomes
• Review and refine ideas
Createideastowardsadesigncraftoutcome,producetestpiecestoexploreyourideasandpossiblematerials
• Create promotional materials
Createpromotionalmaterialtowardsyourcraftoutcometobothmarketandsellyourproduct.
Eg.Pricetag,overviewofproduct,logo,advert,socialmediapromotion
• Produce design craft outcomes
Produceadesigncraftoutcome.
Youshouldshowcleardevelopmentofideaswithannotations,
Recordideasacrossaminimumof8pagesinyoursketchbook
GradingcriteriaUnit16–P2,M2,D2Unit89–M2,M2,D2
Unit16–P3,M3,D3Unit89–M3,M3,D3
TASKTHREE-
Final Piece
Unit 16 - Review the effectiveness of own and other’s promotional material.
Unit 89 - Review working methods and design craft outcomes
• Document your work
Takephotographsthrougheachstageofthework,includingequipmentandtoolsused
andhealthandsafetymeasures.
Thesecanbeincludedinyoursketchbookormadeintoablogorpresentation.
Discusstheprogressofyourwork;whatisgoingwell,whatyouarefindingdifficult,howyoucanimproveyour
work?Usethe‘howtoannotateyourwork’sheettohelpyou.
EvidenceyoumustsubmitforTaskThreeFinalpiece/stage:
•
Documentationofyourworkingprocess.
•
Acraftdesignoutcome
•
Apromotionalcampaigntopromoteyourcraftdesignpiece
•
AnA4writtenoverviewofhowyouwouldpromoteyourcraftoutcomeinordertosellor
marketthecraftoutcometoaspecificandtargetaudience
TASKFOUR
– Evaluation
Unit 89 - Review working methods and design crafts outcomes.
Itisimportantthatyouevaluateyourworkattheendofeveryprojectsothatyoucanidentifywhatyouhavedonewell
andwhatyoucanimproveforfutureprojects.Usethe‘howtoevaluateyourwork’sheettohelpyou.Yourevaluation
mustbeatleast600words
EvidenceyoumustsubmitforTaskFour:
•
Writtenevaluation,atleast600words
Unit16:PromotingArtandDesignWork
P1
Outline different ways to promote art and design work
P2
Plan a promotional campaign to a brief
P3
Design and make promotional material
P4
Review the effectiveness of own and other’s promotional material.
M1
Describe different ways to promote art and design work with considered examples
M2
Create a purposeful promotional campaign
M3
Produce individual and coherent promotional material
M4
Analyse the effectiveness of own and other’s promotional material.
D1
Produce a detailed and illustrated explanation of ways to promote art and design work
D2
Create a comprehensive and creative promotional campaign
D3
Produce independently, innovative and comprehensive promotional material
D4
Evaluate the effectiveness of own and selected promotional material.
Unit 89: Developing and Realising Design Craft Ideas
P1
Carry out and record research
P2
Develop ideas for design crafts outcomes
P3
Produce design crafts outcomes
P4
Review working methods and design crafts outcomes.
M1
Effectively select ideas and subjects from purposeful research
M2
Consistently develop ideas for effective design crafts outcomes
M3
Produce effective and considered design solutions
M4
Effectively analyse and evaluate working methods and design crafts outcomes.
D1
Demonstrate an independent analytical approach in selecting ideas and subjects
from comprehensive research
D2
Independently develop sophisticated ideas for design crafts outcomes creative
design solutions
D3
Produce comprehensive, sophisticated and creative design solutions
D4
Demonstrate an independent approach to analysing and evaluating working methods
and design crafts outcomes, reaching sophisticated conclusions.
RESEARCHREFERENCES
Not on the high street.com
Culture Label
MakeTank.it
www.etsy.com
https://folksy.com
http://www.artsyshark.com
https://www.ukcraftfairs.com/local-crafts/hampshire
The Design Museum shop
Victoria and Albert Museum shop
The Design Museum – Designers log
Vintage shops
Craft fairs
Pinterest
http://www.creativebloq.com/career/earn-money-youtube-61515374
Art and Design - Craft searches:
You tube tutorials
Social media
Web sites
Art and Design - Craft promotional campaign searches:
Private View invites
Art and Design Branding
Artists, Designers and shops
Orla Kiely
Cath Kidston
The Conran Shop
Habitat
Ikea
John Lewis
Alessi
Charles and Ray Eames
Philippe Starck
Edward Barber & Jay Osgerby
Bethan Gray
Sebastian Bergne
Doshi Levien
Rupert Blanchard
Esther Patterson
Paul Cocksedge