Image and Identity

In this course students will explore how designers lead and manage the branding process for organisations by communicating with images and words. How an organisation presents itself can be called its identity. How different audiences perceive this is can be called its image. Students research, explore, and develop a flexible design system for an organisation by creating a dynamic brand experience that can adapt to visual, interactive, and sensory modes.

Course code

Qualifications are made up of courses. Some universities call these papers. Each course is numbered using six digits.



The fourth number of the course code shows the level of the course. For example, in course 219206, the fourth number is a 2, so it is a 200-level course (usually studied in the second year of full-time study).



Each course is worth a number of credits. You combine courses (credits) to meet the total number of credits needed for your qualification.



Visual Communication Design

Course planning information

Prerequisite courses

Complete first

You need to complete the above course or courses before moving onto this one.

Learning outcomes

What you will learn. Knowledge, skills and attitudes you’ll be able to show as a result of successfully finishing this course.

  • 1 Demonstrate a thorough understanding of the relationship between creative work, context and audiences, image and identity. [Graduate Profile: Whanaungatanga - Connectedness, A3]
  • 2 Be intellectually curious and adaptable, developing own conceptual approach and ideational process. [Graduate Profile: Toi - Creativity, B1, C1]
  • 3 Initiate and collaboratively engage with others within the creative process. [Graduate Profile: Whanaungatanga - Connectedness, E2].
  • 4 Combine technical excellence with intellectual and conceptual rigour to execute a creative brand experience. [Graduate Profile: Mohio - Virtuosity, D2]
  • 5 Interact professionally and ethically with sophisticated communication and presentation skills throughout the branding process. [Graduate Profile: Whanaungatanga - Connectedness, E2]

Learning outcomes can change before the start of the semester you are studying the course in.


Assessment Learning outcomes assessed Weighting
Creative compositions 1 2 3 4 5 40%
Creative compositions 1 2 3 4 5 60%

Assessment weightings can change up to the start of the semester the course is delivered in.

You may need to take more assessments depending on where, how, and when you choose to take this course.

Explanation of assessment types

Computer programmes
Computer animation and screening, design, programming, models and other computer work.
Creative compositions
Animations, films, models, textiles, websites, and other compositions.
Exam College or GRS-based (not centrally scheduled)
An exam scheduled by a college or the Graduate Research School (GRS). The exam could be online, oral, field, practical skills, written exams or another format.
Exam (centrally scheduled)
An exam scheduled by Assessment Services (centrally) – you’ll usually be told when and where the exam is through the student portal.
Oral or performance or presentation
Debates, demonstrations, exhibitions, interviews, oral proposals, role play, speech and other performances or presentations.
You may be assessed on your participation in activities such as online fora, laboratories, debates, tutorials, exercises, seminars, and so on.
Creative, learning, online, narrative, photographic, written, and other portfolios.
Practical or placement
Field trips, field work, placements, seminars, workshops, voluntary work, and other activities.
Technology-based or experience-based simulations.
Laboratory, online, multi-choice, short answer, spoken, and other tests – arranged by the school.
Written assignment
Essays, group or individual projects, proposals, reports, reviews, writing exercises, and other written assignments.