GRA-120-11 Creative Direction
GRA-120-11 Creative Direction
- Course description
- Course CodeGRA-120-11
- Level of Study5.2
- Program of StudyVisual Communication
- Credits7.5
- Study Plan CoordinatorLibre van den Bergh
In the course Creative Direction, students develop the ability to shape and guide design work through strong concepts, clear visual direction and effective communication. The course emphasises concept development and creative concept ownership, exploring how brand strategy, project goals and defined target groups inform creative decisions, including message, tone of voice and authenticity. Students analyse examples of contemporary creative direction and discuss how creative concepts and visual languages influence communication and meaning across different contexts.
Throughout the course, students work with briefs to develop and communicate creative concepts using tools such as mood boards, visual references and style frames. They practise guiding a consistent visual language across touchpoints in print and digital media, and learn approaches to facilitating idea generation, critique and feedback in small teams and multidisciplinary settings. The work includes professional presentations of creative concepts, with students documenting key decisions, responding to feedback, and refining coherence in typography, colour, imagery and layout. The course supports students in understanding professional norms for client relationships and stakeholder communication, while reflecting on their own potential and further development in creative direction roles.
The candidate
- has knowledge of concepts, roles, and responsibilities related to creative direction within graphic design and visual communication.
- has knowledge of processes for developing and communicating a creative concept, including working with briefs, mood boards, visual references, and style frames.
- has knowledge of how brand strategy, target groups, and project goals inform creative direction and visual decision-making.
- has knowledge of methods for guiding a visual language across different touchpoints, such as print, digital media.
- has knowledge of approaches to leading and facilitating idea generation, critique and feedback in design and multidisciplinary team contexts.
- has knowledge of applicable professional norms for managing client relationships and expectations, and for presenting and justifying creative concepts to clients, peers and other stakeholders.
- is familiar with examples of creative direction in contemporary design practice and how these shape communication and meaning.
- has insight into their own potential and interests in relation to taking creative direction roles or responsibilities in future projects and professional contexts.
The candidate
- can explain their creative direction choices and present a creative concept in relation to a given brief, including target groups, message, tone of voice and brand or project goals.
- can find and refer to relevant subject-related information, case studies, references and inspiration, and assess their relevance to a creative direction task.
- can assess a brief and early concept work, identify subject-related issues, and determine measures that need to be implemented to develop and communicate a clear creative concept.
- can assess the consistency of a proposed visual language across touchpoints, identify issues in typography, colour, imagery and layout, and determine measures that need to be implemented to strengthen coherence and direction.
- can assess feedback and critique in a small team context, identify key decisions and next steps, and determine measures for guiding revisions of creative work.
- can reflect on their own creative direction practice and adjust their approach under guidance, based on feedback from peers, teachers or clients where applicable.
The candidate
- can plan and carry out design tasks and projects alone and as part of a group, taking responsibility for creative direction elements from brief to final presentation in accordance with ethical requirements and professional standards.
- can carry out visual communication work based on the needs of defined target groups or clients as described in a brief, and communicate the creative rationale behind proposed concepts through appropriate presentation formats.
- can build relations with peers and relevant external stakeholders through clear communication, constructive collaboration and respect for diverse perspectives in creative direction work.
- can contribute to improved team workflows by documenting key decisions, reflecting on collaboration, and proposing measures that strengthen shared creative direction practice.
Digital Learning Resources
The learning management system (LMS) is the primary learning platform where students access most of their course materials. The content is presented in various formats, such as text, images, models, videos or podcasts. Each course follows a progression plan, designed to lead students through weekly modules at their own pace. Exercises and assignments (individual or in groups) are embedded throughout the courses to support continuous practice and assessment of the learning outcomes.
Campus Resources
In addition to the digital learning resources, campus students participate in physical learning activities led by teachers as part of the overall delivery.
Guidance
Guidance and feedback from teachers support students' learning journeys, and may be provided synchronously or asynchronously, individually or in groups, via text, video or in-person feedback.