Skills

Digital Graphic Design Campaign

8 weeks · 0 milestones

Graphic design campaign responding to a brief across multiple digital and print formats. Triad: concept/ideation artifact (campaign concept document: target audience rationale, visual language decisions, colour and type strategy, brief interpretation — demonstrating that the creative direction is brief-driven, not arbitrary), technical execution artifact (production-ready campaign files delivered across minimum 3 formats — social media post, web banner, and print collateral — all correctly sized and specified for their platforms), critique/documentation artifact (brief response document: annotated mapping of each design decision to a brief objective, showing how the visual language serves the communication goals). Studio critique: creative director or senior graphic designer reviews the campaign against the brief objectives at a documented crit session — the crit explores whether the design communicates the right message to the right audience, not just whether it looks considered. Proof: brief, campaign files (all formats), brief response document, critique notes. Verifier: creative director or senior graphic designer.

Part of: Creative & Design · Proves for: UG

Milestone map

3 milestones

Develop campaign brief, concept, and visual language

1–2 weeks (2 hrs/day)

Work from a real or realistically constructed brief for a digital graphic campaign (social media, digital advertising, or web). Develop three distinct creative concepts (not variations of one idea). Select one concept and define a visual language for the campaign: colour, type, image treatment, and layout principles. Produce a campaign rationale (300–500 words) connecting visual decisions to the brief.

Proof required

Submit: (1) three concept outlines (one paragraph each with rough visual reference), (2) selected concept visual language document (colour, type, image treatment — with rationale), (3) campaign rationale (300–500 words).

What gets checked

Three concepts are genuinely distinct — not the same visual idea with different colour
Visual language document connects each decision to the brief — not just defines the style
Campaign rationale explains why this concept serves the brief better than the alternatives

Common mistakes

Brief is not specific enough — campaign without a defined audience, platform, and objective
Three concepts are variations of one visual approach
Visual language document is a style guide without strategic rationale

Resources

Foundationstart here

Depthgo deeper

What a verifier looks for

Verify three concepts are genuinely distinct — ask student to describe the conceptual logic difference
Check visual language decisions are connected to the brief — ask 'why this colour for this audience?'
Ask student: why did you reject the other two concepts? Inability to articulate the selection rationale shows the selection was aesthetic, not strategic

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Produce campaign deliverables across three digital formats

2–3 weeks (2–3 hrs/day)

Produce a minimum of six campaign assets across three digital formats (e.g. social post 1:1, story 9:16, display banner 728×90). All assets must use your campaign visual language consistently. Include at minimum one animated asset (GIF or short loop) and demonstrate that the campaign works with and without text (for accessibility purposes).

Proof required

Submit your six campaign assets as a PDF or ZIP (showing all formats at correct dimensions) with an animated asset as a GIF or video file.

What gets checked

Six assets across three formats — not six variations at the same size
Animated asset is submitted as functional file (GIF or video), not a static screenshot
Campaign works without text — visual identity carries the campaign when text is unavailable

Common mistakes

All assets are the same layout scaled to different sizes — not adapted for each format's context and behaviour
Animated asset is a simple fade with no animation design thinking
Campaign fails without text — the image alone communicates nothing about the brand or message

Resources

Foundationstart here

Depthgo deeper

What a verifier looks for

Count six assets across three formats — same-size variations don't satisfy the requirement
Check animated asset is a functional file — static screenshot doesn't demonstrate animation design
Ask student to show the campaign with all text removed — if it looks generic, the visual identity is not strong enough to carry the campaign

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Present campaign to client or peer critique and produce campaign report

1 week

Present your campaign deliverables to a client, tutor, or design professional in a critique session (minimum 20 minutes). Produce a campaign report (minimum 400 words) covering: how the campaign serves the brief, what you would change in a second round, and how you would measure campaign effectiveness.

Proof required

Submit: (1) critique session record (date, reviewer, specific feedback — minimum half page), (2) campaign report (minimum 400 words).

What gets checked

Critique record documents specific feedback on campaign strategy and visual execution
Campaign report identifies specific measurement metrics — not 'track engagement'
Campaign report identifies at least two specific changes for a second round

Common mistakes

Campaign report is a description of what was made, not an evaluation of how well it serves the brief
Measurement metrics are vague — 'track how many people see it'
Second-round changes are cosmetic — not addressing strategic or conceptual issues raised in critique

Powstik Guide

A critique record and a campaign report.

Steps

Present to a client or qualified reviewer.
Record specific feedback.
Report results against campaign goals.
Say what you'd change.

Template

Reviewer:        Date:
Feedback:
| Goal | Result |
|------|--------|
Changes next time:

What gets sent back

Record under half a page.
No results reported.
Peer-only review.

Resources

Foundationstart here

Depthgo deeper

What a verifier looks for

Check campaign report identifies specific measurement metrics
Verify second-round changes are strategic rather than cosmetic
Ask student: if this campaign ran for real and failed, what would you change first and why? Inability to answer indicates the campaign hasn't been critically evaluated

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Part of

Graphic Design →

Related outcomes

Milestone map

3 milestones

Develop campaign brief, concept, and visual language

1–2 weeks (2 hrs/day)

Proof required

What gets checked

Three concepts are genuinely distinct — not the same visual idea with different colour
Visual language document connects each decision to the brief — not just defines the style
Campaign rationale explains why this concept serves the brief better than the alternatives

Common mistakes

Brief is not specific enough — campaign without a defined audience, platform, and objective
Three concepts are variations of one visual approach
Visual language document is a style guide without strategic rationale

Resources

Foundationstart here

Depthgo deeper

What a verifier looks for

Verify three concepts are genuinely distinct — ask student to describe the conceptual logic difference
Check visual language decisions are connected to the brief — ask 'why this colour for this audience?'
Ask student: why did you reject the other two concepts? Inability to articulate the selection rationale shows the selection was aesthetic, not strategic

You'll sign in first, then come straight back here.

Produce campaign deliverables across three digital formats

2–3 weeks (2–3 hrs/day)

Proof required

Submit your six campaign assets as a PDF or ZIP (showing all formats at correct dimensions) with an animated asset as a GIF or video file.

What gets checked

Six assets across three formats — not six variations at the same size
Animated asset is submitted as functional file (GIF or video), not a static screenshot
Campaign works without text — visual identity carries the campaign when text is unavailable

Common mistakes

All assets are the same layout scaled to different sizes — not adapted for each format's context and behaviour
Animated asset is a simple fade with no animation design thinking
Campaign fails without text — the image alone communicates nothing about the brand or message

Resources

Foundationstart here

Depthgo deeper

What a verifier looks for

Count six assets across three formats — same-size variations don't satisfy the requirement
Check animated asset is a functional file — static screenshot doesn't demonstrate animation design
Ask student to show the campaign with all text removed — if it looks generic, the visual identity is not strong enough to carry the campaign

You'll sign in first, then come straight back here.

Present campaign to client or peer critique and produce campaign report

1 week

Proof required

Submit: (1) critique session record (date, reviewer, specific feedback — minimum half page), (2) campaign report (minimum 400 words).

What gets checked

Critique record documents specific feedback on campaign strategy and visual execution
Campaign report identifies specific measurement metrics — not 'track engagement'
Campaign report identifies at least two specific changes for a second round

Common mistakes

Campaign report is a description of what was made, not an evaluation of how well it serves the brief
Measurement metrics are vague — 'track how many people see it'
Second-round changes are cosmetic — not addressing strategic or conceptual issues raised in critique

Powstik Guide

A critique record and a campaign report.

Steps

Present to a client or qualified reviewer.
Record specific feedback.
Report results against campaign goals.
Say what you'd change.

Template

Reviewer:        Date:
Feedback:
| Goal | Result |
|------|--------|
Changes next time:

What gets sent back

Record under half a page.
No results reported.
Peer-only review.

Resources

Foundationstart here

Depthgo deeper

What a verifier looks for

Check campaign report identifies specific measurement metrics
Verify second-round changes are strategic rather than cosmetic
Ask student: if this campaign ran for real and failed, what would you change first and why? Inability to answer indicates the campaign hasn't been critically evaluated

You'll sign in first, then come straight back here.