Milestone map
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
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
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
Resources
Foundationstart here
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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