Student Profile Amy Douglas			Student Profile Jemma Pope
	Student Profile Sarah Guthrie			Student Profile Tasiano Foua

CAREER OPPORTUNITIES
Freelance, company graphic designers or finished artists in publishing, newspapers, magazines or advertising agencies, design studios, design department of print companies or in-house design departments.

ENTRY REQUIREMENTS
Portfolio and interview.

ACADEMIC PATHWAYS
Graduates have gone onto study: Washington School of Design(USA), Masters of Design; Wanganui School of Design, Bachelor of Design; Massey University and Christchurch Polytechnic Institute of Technology, Bachelor of Design.

INDIVIDUAL COURSE COMPONENTS
Academic Year One – basic computer, layout software, design principles, design theory, image manipulation, software, design history, advertising, brand development, digital reproduction, brief development, life drawing, typography, introduction to marketing, pre-press and production, introduction to photography, business studies, portfolio construction and production.
Academic Year Two – life drawing, layout software, design theory, experimental layout development, advertising, typography, major campaign creation, creative team experience, campaign pitching, brand development, pre-press and production, marketing, brief development, image manipulation software, photography, art history, digital reproduction and presentation, portfolio construction and production.

Academic Year One
The course is modelled on the working environments of top international creative agencies that take students down the path of professional development. Students prepare for situations they will encounter in their careers, building confidence and an industry perspective that cannot be taught in a typical classroom setting.

Studio tutors guide students through the important job of producing an industry standard portfolio. The finished product can be used in application for continuing study or gaining work in the industry.

By exploring creative briefs students become familiar with the tools of the trade on Apple Macintosh computers. They receive an introduction to hardware and the primary software packages used by industry practitioners: Macromedia Freehand, Adobe Photoshop and Indesign.

Colour theory, design principles, creative concepts, marketing and problem solving skills are all components covered at great length throughout the first academic year course. Business studies, print production techniques and personal time management components organise students for the commercial aspects of professional practice.

The first academic year recognizes the broader abilities required by top level design creatives, by incorporating concept drawing components and the study of art history and photography.

Students develop a product branding campaign that builds a range of media vehicles, such as newspaper and magazine advertising and editorial, direct mail devices and promotional brochure design to make up a commercial brand portfolio.
Students have the option to exit after the first academic year with a Certificate of Communication Arts and Design

Academic Year Two
Preparing students for life in the industry is the primary focus of the year. The second academic year further builds on the skills and theory learned in the first year but the emphasis moves from the technology and design foundation skills to advanced design problem solving and more complex technical expertise. Students work closely, one on one, with tutors in the development of major projects and in the exploration of the problem solving process.

The year consists of a series of major projects, which allow further exploration of the students’ creative talents, and encourages the development of personal styles, with the support, guidance and critical appraisal of tutors.

The course includes the advanced use of software programmes covered in the as well as drawing, marketing and consumer profiling, photography, art history, pre-press and file management – the technical preparation of files for print production.

Students are expected to demonstrate highly developed practical skills in the production of multi-page documents, campaign driven brand development, ‘live’ industry clients and simultaneous brief development. Towards the end of the year internships may be available for student application.

FOLLOWING THE DIPLOMA OF COMMUNICATION ARTS AND DESIGN, STUDENTS HAVE THE OPTION TO ENTER THE THIRD YEAR OF THE DIPLOMA OF ART (ADVANCED) AND FOLLOWING THAT THE BACHELOR OF FINE ARTS DEGREE THROUGH WHITECLIFFE COLLEGE OF ARTS AND DESIGN.

Academic Year Three
The third academic year allows students to develop an individual programme in theory, research and studio practice. Self-directed study is negotiated through a learning contract with assistance from fine arts tutors. In addition to this self-directed study, students take classes in Art Theory and Criticism.
Students that successfully complete this year will receive a Diploma of Art (Advanced)

Academic Year Four
The Bachelor of Fine Arts year is delivered at D&A in Christchurch on behalf of Whitecliffe College of Arts and Design. The course includes the study of arts, marketing, promotion and business practices.

Students produce a body of work in their studio practice. They are required to demonstrate in-depth research and write two academic essays that locate their work into a contemporary theoretical context.