Courses

D101: DESIGN AESTHETICS

This fundamental course introduces visual language and the creative process of design. Basic elements, such as composition, organization, complexity, structure, approaches, form, line, color theory, mass, and scale will be discussed and practiced.

D102: TYPOGRAPHY I

An introduction to typography, its history, aesthetics, perception, and creative and practical usage. Study is on foundations and letterforms, display and text type, and the relationships between appearance and readability of letterforms. Correct use of tools, equipment, techniques, and type specification will be discussed and practiced.

IL103: FIGURE DRAWING

A basic course concentrating on creative response studies, using the human form, its action and anatomy. Students will be introduced to the visual vocabulary of structure, form, value, line, scale, rhythm, tension, gesture, weight, and volume. Students learn to articulate visual expression through structural stimulation.

D104: INTEGRATED PRINT & ELECTRONIC PRODUCTION

Introduction to production, including tools and levels of skill standards that represent the art of craft. The basics of mechanical production, including photomechanical, direct non-impact and electronic printing, and offset printing are explored, as well as a range of traditional methods and new computer technologies. Problem-solving, conceptual thinking, and the development of a professional attitude are emphasized.

D105: CREATIVE PROCESSES

This course emphasizes non-traditional and experimental drawing techniques and the relationships between design, process, and effect as a resource for understanding, analyzing, and interpreting visual style.

D106: EXPERIMENTAL LINE

This course emphasizes non-traditional and experimental drawing techniques and the relationships between design, process, and effect for understanding, analyzing, and interpreting visual style. Students are introduced to three-dimensional drawing, perspective, and orthographic projection, gaining an understanding of scale, sectioning, and line/value techniques.

D107: TYPOGRAPHY II

This course emphasizes creative usage and psychology of typography and its reference to solve visual problems found within the study of a letterform, letter spacing, linear structure, and asymmetrical and bilateral structure. The course reflects German-Swiss design philosophy and the classic aesthetics of Greco-Roman structure and modernist theory, including typographical history and concepts, such as concrete poetry and visual sensitivity.

D108: CONCEPT AND VISUAL TRANSLATION

This course covers the methodology of the creative process. Students create a strong understanding and practice of the conceptual process and then apply these methods to a series of deliverables.

D109: MATERIALS AND SOLUTIONS

Visual awareness is expanded further as students explore 3-dimensional and linear perspective systems, advancing a repertoire of production techniques. The comprehensive presentation of concepts heavily stresses craft and emphasizes the interdependence of forms, materials, and processes related to solutions in manufacturing. Priority is placed upon developmental thinking and approaches creativity as a process.

D110: COLOR AND COMMUNICATION

This course covers the history of color theory, introduces the complexity of color, and instructs students in the use of color to enhance their visual communication skills. Using a historical reference, students explore the nuances of color and its effect upon design.

D111: BRANDING AND STRATEGY

An introduction to identifying and employing brand applications across multiple media. Students will be introduced to marketing and design terms, information gathering, research, and data interpretation. Students will work in small groups to learn hands-on the challenges and rewards of creative collaboration. Groups will work together to plan, prioritize, and set goals for a team project that will involve revitalizing/creating an identity and branding system.

D112: INTRODUCTION TO PHOTOGRAPHY & WRITING

Students spend half the time covering basic fundamentals of photography, both technical and creative, and exploring the role of photography in visual communication and how to utilize it effectively. During the second half of the class, students practice creative writing, especially the use of metaphor and imagery. Students then combine their writing and photography skills in an end-of-quarter project.

D113: COMMUNICATIONS HISTORY & THEORY

This course focuses on the development of culture. Students are exposed to visual history and philosophy based on the influences of post-structural and deconstruction theories. The critical role of design in mass communication is examined, along with the impact of the vernacular of design culture on society. Students expand their conceptual and interpretive thinking about art and design through terms of language and culture.

D114: INTRODUCTION TO DESIGN

This class is a comprehensive introduction to the study of design. Students will look closely at the semantics of design, and the interpretation of ideas and their representation through visual systems. Color, balance, eye flow, typography, and production will be examined. Students are encouraged to take creative risks as they develop solutions to realistic design problems requiring research, analysis, execution, and evaluation.

AAD201: TEAMWORK I

Fundamentals of collaboration. Students learn the importance of briefs, brainstorming, concept, and execution. Writers and art directors shift roles as the art directors learn to write compelling copy to complement their images.

AAD202: AD CONCEPTS I

This course teaches the fundamentals of creative thinking, allowing students to develop solutions for exciting advertising used to market services. Writers and art directors work together in teams, forging exciting ideas from initial conceptual schemes to comprehensive finished ads. This relationship parallels real-life situations found in the industry. The emphasis of this course is on print media.

AAD203: AD CONCEPTS II

This course teaches the fundamentals of creative thinking, allowing students to develop solutions for effective advertising used to market home products. The focus of this course is on the print medium, creating ads that include full treatments of copy and art.

AAD204: AD CONCEPTS III

This course teaches the fundamentals of creative thinking, allowing students to develop solutions for effective advertising used in business-to-business communications. Writers and art directors work together in teams, forging exciting ideas from initial conceptual schemes to comprehensive finished ads. The focus of this course is on the print medium, creating ads for technical products.

AD205: VISUAL SOLUTIONS

This is an advanced course that emphasizes the visualization of the advertising/marketing solution. Students develop skills that enable them to articulate creative advertising strategies and objectives through the selection and application of visual solutions. They gain an appreciation of the powerful emotive values of the visual solution as it relates to product, concept, headlines, and copy.

CW206: RADIO I

Students cover the conceptual and production aspects of radio, creating step-by-step, from strategy and writing, all the way to producing commercials. Writers are encouraged to take creative license in exploring contemporary responses and new ideas for this medium.

AAD207: BRAND COMMUNICATIONS I

This class explores branding strategies and executes branding communications. Writers team up with designers and art directors to determine strategy, develop concepts and create tools that convey a brand experience. Students will create ads, direct mail, brochures, and other collateral materials that convey a brand promise with an appropriate, irresistible voice.

AAD208: BRAND COMMUNICATIONS II

Art directors and copywriters join with designers, photographers, and illustrators to understand markets, create strategies, and produce eye-grabbing communication pieces that cut through the clutter to hit target audiences. This class looks at corporate collateral including catalogs, point of sales materials, and brochures.

AAD212: TV I

Students cover the conceptual and production aspects of TV, creating step-by-step, from strategy and writing, all the way to producing commercials. Writers are encouraged to take creative license in exploring contemporary responses and new ideas for this medium.

DAD213: INTERACTIVE MEDIA

Students learn to create effective advertising using web sites, CD, and other interactive platforms. This course provides an exciting forum for students to understand how to interpret content for the web rather than traditional page layout schemes.

DAD214: PUBLICATION & ART DIRECTION

This course introduces the complexities of multi-page projects. The basics of publication design, including the application of design principles and grid systems, are covered, as well as the relationship between typography and image.

AAD215: IMPROVISATION

This course provides students with hands-on practice in coming up with creative solutions in a fast-paced environment.

AAD302: AD CONCEPTS IV

This course reinforces the fundamentals of creative thinking, allowing students to develop solutions for exciting advertising used in consumer marketing. Writers and art directors work together in teams, forging exciting ideas from initial conceptual schemes to comprehensive finished ads. This relationship parallels real-life situations found in the industry. The emphasis of this course is on print media, creating ads that use copy to educate the consumer.

AAD303: AD CONCEPTS V

AAD304: AD CONCEPTS VI

This course reinforces the fundamentals of creative thinking, allowing students to develop solutions for exciting advertising used in consumer marketing. Writers and art directors work together in teams, forging exciting ideas from initial conceptual schemes to comprehensive finished ads. This relationship parallels real-life situations found in the industry. The emphasis of this course is on print mediums, creating ads for consumer goods that already have total awareness and understanding.

AAD305: ALTERNATIVE MEDIA

Use of guerrilla/ambush marketing and alternative media to reach audiences with brand messages. Students will create consumer-centric, well-branded alternative media campaigns that target specific audiences.

CW306: RADIO II

A continuation of Radio I, this class includes advanced writing of radio scripts and studio production.

AAD307: BRAND COMMUNICATIONS III

Writers join with designers, photographers, and illustrators to understand markets, create strategies and produce eye-grabbing communication pieces that cut through the clutter to hit target audiences. This class focuses on special events to create posters, invitations, promotional giveaways and ads to voice a brand dialogue.

AAD312: TV II

A continuation of TV I, this class includes advanced writing of television scripts and studio production.

AAD313: BRAND INTEGRATION

Working with an art director, students flush out a print ad campaign with other vehicles, such as outdoor advertising, alternative media, brochure, TV/radio, etc. to establish a consistent brand identity.

AAD314: BRAND STRATEGY II

Students select ads from their previous work and articulate their strategy by creating a written brand plan that covers their research, analysis, and processes.

AAD315: PORTFOLIO REVIEW / REFINEMENT I

During the first two weeks of the quarter, instructors, fellow students, and industry professionals review the students’ portfolios. Throughout the remainder of the quarter the students analyze this feedback to refine ads and fill holes in their books.

AAD402: AD CONCEPTS VII

Students are required to come up with rapid-fire ideas and concepts for a variety of products or services assigned each week. The focus is on quantity and speed, realizing that a large quantity of ideas allows for selection to quality ideas.

AAD407: BRAND COMMUNICATIONS IV

Students will write scripts, releases, letters, and proposals in accordance to an established brand identity. This class emphasizes storytelling and messaging.

AAD408: BRAND COMMUNICATIONS MASTER CLASS

A brand communications project is assigned by an agency and taught by a team of industry professionals.

AAD409: ADVERTISING MASTER CLASS

An advertising project is assigned by an agency and taught by a team of industry professionals.

AAD415: PORTFOLIO REVIEW / REFINEMENT II

833: GRAD PERT

Graduate elects receive academic advisement on the preparation of projects for their final portfolio presentation and engage in an ongoing dialogue about their long-term personal, professional, and creative goals.

834: PROFESSIONAL PRACTICES

This class teaches students to develop a strategy for marketing themselves as creative resources. Students learn how to speak powerfully during an interview.

835: GRADUATE WORKSHOP

Eighth quarter’s concentration is on perfecting the book: all work is scrutinized thoroughly and evaluated for content, variety, and execution. Students present their work to a panel of instructors and other industry members and receive feedback on their portfolios and presentations. The remainder of the quarter is devoted to refining their portfolios before receiving a final review for graduation.

836: GRADUATE ADVISEMENT

With one-on-one guidance of the writing counsel, students determine what is perfect, what needs revision, and what is missing in their books in order to create a highly polished portfolio that showcases how the graduate handles a variety of media and clients.