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Undergraduate

BA (Hons) Design for Art Direction

Still life of various objects.
Aylie Yamagishi, BA (Hons) Design for Art Direction, London College of Communication, UAL.
College
London College of Communication
UCAS code
W990
Start date
September 2024
Course length
3 years

BA (Hons) Design for Art Direction is a unique course that explores the practical, conceptual and managerial skills relating to design, art direction and creative direction.

Re-approval

Please note this course is undergoing re-approval. This is the process by which we ensure the course continues to provide a high-quality academic experience. During re-approval there may be some changes to the course content displayed on this page. Please contact us if you have any questions about the course.

Why choose this course at London College of Communication

  • You'll be taught by a team of practitioners who bring a diverse range of experiences to the course from working with magazines, fashion and lifestyle brands, production companies, artists and institutions.
  • Briefs, workshops, lectures and seminars support and invite you to develop your creative network and find opportunities for meaningful collaborations, important for progression into industry or continuing education.
  • Pitching and presenting regularly enables you to confidently communicate your proposals, visual strategies and solutions to collaborators, clients and audiences.
  • Your experiences, identities and research interests will inform your view of the creative industries and the wider world. You'll develop your critical analysis skills through studio seminars, crits and the Design School wide Contextual and Theoretical Studies Programme.

Open Days

The next Open Day for this course will be announced soon.

Explore life at LCC with our interactive Virtual Open Day.

Course overview

BA (Hons) Design for Art Direction is a unique course that explores the practical, conceptual and communications skills related to design and art direction.

The course is about practice, but it also prioritises critical and reflective approaches to visual culture and broader social, economic, political and environmental contexts.

You will learn a range of skills associated with being an art director and working in the creative industries. Projects and activities are designed to help you develop a creative vision, a visual language and strong contextual awareness that engages your intended audience. 

The course takes a multi-disciplinary approach to art direction, giving you the opportunity to develop your understanding and application of graphic design, moving image, photography, exhibition and set design.

What to expect

  • Throughout the course you will gain expertise in the practical aspects of visual communication, narrative construction and collaboration. Many projects will offer you the freedom to explore self-directed themes and we will support you to propose, visualise and realise sophisticated visual projects. 
  • There will be opportunites to collaborate with students within and outside of the course, pulling together teams of designers, photographers, filmmakers, illustrators or other media specialists to fully realise your ambitions and develop your practice in art direction and creative direction.
  • London College of Communication is home to excellent and extensive facilities that will help you to gain a wide range of skills relevant to your subject and profession.

Industry experience and opportunities

There are opportunities to work on live briefs and competition briefs at different times during your studies. Students are encouraged to take a critical approach to commercial briefs in order to think through the relationship between context and innovation.

We are not always focused on winning, instead we are always aiming to deliver the most unexpected, compelling and relevant work. Guest speakers are regularly invited to come in and give industry insight to students. 

Most project briefs ask that students research and understand the real word context for their work and present a strategy to support their work beyond the course. 

Additionally, you’ll have the opportunity to undertake the Diploma in Professional Studies or the Diploma in Creative Computing between Years 2 and 3 to enhance your learning experience and employability skills.

Mode of study

BA (Hons) Design for Art Direction runs for 93 weeks in full time mode. It is divided into 3 stages over 3 academic years. Each stage lasts 33 weeks.

Course units

We are committed to ensuring that your skills are set within an ethical framework, and we have worked to embed UAL’s Principles for Climate, Racial and Social Justice Principles into the curriculum and in everything we do. As part of this initiative, we’ve shaped our courses around social and environmental sustainability principles that ensure learning outcomes reflect the urgent need to equip you with the understanding, skills, and values to foster a more sustainable planet.  Our aim is to change the way our students think, and to empower you to work towards a sustainable future

In common with all courses at the University of the Arts London, this course is credit rated. Years 1 and 2 must be passed to enter into Year 3. Your degree is attained through full completion of the third year. 

Year 1

Introduction to Design for Art Direction (20 credits) 

This unit introduces the research methods and processes involved in study at higher education. Thinking through the potential that theory offers the study and practice of art direction through a number of perspectives that you can choose between, for example: cultural studies, queer theory, film theory, decolonising theory and practice, feminist histories,   

Design Principles (40 credits)

In this unit you will work through the core practices of image production, narrative construction and graphic design. The unit is made up of smaller projects that refine visual skills and develop your visual language across a number of formats.

Media Exploration (20 credits)

Invites you to produce a moving image work that draws on narrative construction, art direction, production design, photography, filming, editing and sound design.

Locating Practice (20 credits)

Gives you the freedom to determine an area of specialism by proposing a self-directed project either in collaboration with others or individually.

A series of pitches helps you to refine your idea, project manage outcomes and produce a live outcome or a proposal to get funding or find a creative team.

Contextual and Theoretical Studies 1 (20 credits)

Year 2

Design Production (40 credits)

A collaborative project that requires you to address societal concerns using design and  narrative storytelling to inform, raise awareness and where appropriate call to action and attempt to change unsustainable practices. These concerns change year on year and usually address real world problem. In the past, projects have focused on climate crisis, sustainability and rebranding the European union.  

Professional Practice (20 credits)

Art Direction (40 credits)

This unit builds on the Locating Practice unit in year 1 and the development of your research interests over the subsequent year. Usually self-directed, the project asks you to reflect on your area(s) of specialism and propose a project to develop your portfolio and develop working relationships both in and outside of the college.

Contextual and Theoretical Studies 2 (20 credits)

Year 3

There are two pathway options in term one and two of Year 3. One route involves an 8,000 – 10,000 word piece of written work (Route A), or the other route combines a 4,000 – 5,000 word piece of written work plus a Self-Initiated Project (Route B).

Industry Practice: Routes A and B (20 credits)

By researching and familiarising yourselves with the sectors, practices, behaviours and needs of ‘industry’, you can start to contextualise your practice. These processes can be useful, celebrated or challenged and the unit will help you to take a position in relation to it and produce a piece of work in response to it.

Self-Initiated Project: Route B (20 credits)

The project can draw on your specialist research area, perhaps taken from the thesis. You will be guided through the unit in a series of individual tutorials and workshops to produce meaningful work for your portfolio.

Contextual and Theoretical Studies 3: Route A (40 credits)
Contextual and Theoretical Studies 3: Route B (20 credits)
Major Project Studio: Routes A and B (60 credits)

This a substantial self-directed project where you will produce and answer your own creative brief in dialogue with tutors and peers, demonstrate strategic thinking, excellent research skills and explore the potential of your creative practice.  

Optional Diploma between Years 2 and 3

Between Years 2 and 3 of your course, you’ll also have the opportunity to undertake one of the following qualifications:

Diploma in Professional Studies (DPS) (Optional)

An optional, year-long learning opportunity which enables you to develop your professional skills by undertaking time out for industry experience. Supported throughout the year by academics, you’ll build on the knowledge gained on your course in a range of national or international locations, and graduate with an additional qualification of Diploma in Professional Studies.

Diploma in Creative Computing (Optional)

Between Years 2 and 3, you can undertake the year-long Diploma in Creative Computing. This will develop your skills in creative computing alongside your degree. After successfully completing the diploma and your undergraduate degree, you’ll graduate with an enhanced degree: BA (Hons) Design for Art Direction (with Creative Computing).

Learning and teaching methods

  • Lectures
  • Large group learning
  • Workshop and seminar learning
  • Academic tutorials
  • Self-directed learning
  • Outside speakers and visits
  • Collaborative work
  • Assessed assignments

Course films

Online Open Day

Course Leader, Tara Langford gives a brief overview about studing on BA (Hons) Design for Art Direction.

Graduate Showcase

Explore work by our recent students on the UAL Showcase

Student voices

Gabriel Annouka

Gabriel speaks about three final projects, consisting of a short film, a publication and screen prints.

Joanna Li

Joanna's final work, 'panorama of endtimes' is a film that questions ideas of gender and self.

Kavieng Cheng

Kavieng's final major project Snowing Symphony takes the form of a hat and pillow.

Phoebe Lee

Student voices

Hear about 'The Missing Piece', Phoebe Lee's publication, using a puzzle as a motif.

Kumbirai Makumbe

Kumbirai talks through his final year project – an interactive piece that advocates caring for others.

Course stories

Facilities

  • Student soldering in the Creative Technology Lab
    Student in Creative Technology Lab, 2020. London College of Communication, UAL. Photograph: Tim Boddy

    3D Workshop

    View images and find out about the range of tools and technologies on offer.

  • Red light indicating recording is taking place.
    Image © Vladimir Molico

    Lens-Based and Audio-Visual

    Find out about the workspaces and studios that support Lens-Based and Audio-Visual practice.

  • A tutor in the process of producing a print.
    Image © Lewis Bush

    Printmaking

    This workshop offers a wide-range of expertise in everything from etching to lithography.

Staff

Lecturers

Justyna Kabala, Adam Gibbons

Visiting tutors and speakers include:

Fees and funding

Home fee

£9,250 per year

This fee is correct for entry in autumn 2024 and is subject to change for entry in autumn 2025.

Tuition fees may increase in future years for new and continuing students.

Home fees are currently charged to UK nationals and UK residents who meet the rules. However, the rules are complex. Find out more about our tuition fees and determining your fee status.

International fee

£28,570 per year

This fee is correct for entry in autumn 2024 and is subject to change for entry in autumn 2025.

Tuition fees for international students may increase by up to 5% in each future year of your course.

Students from countries outside of the UK will generally be charged international fees. The rules are complex so read more about tuition fees and determining your fee status.

Scholarship search

Entry requirements

The course team welcomes applicants from a broad range of backgrounds from all over the world. The course attracts students who apply direct from A-level (or equivalent) or from Foundation Diploma in Art and Design, or other art or design courses, as well as mature students who may have previously worked in industry.

The standard entry requirements for this course are as follows:

80 UCAS tariff points, which can be made up of one or a combination of the following accepted full level 3 qualifications:

  • A Levels at grade C or above (preferred subjects include: English; History; Media; Business; Art and Design, or other subjects within Social Sciences).
  • Pass at Foundation Diploma in Art & Design (Level 3 or 4).
  • Merit, Merit, Pass at BTEC Extended Diploma (preferred subjects: Art and Design, IT & Computing).
  • Merit at UAL Extended Diploma.
  • Access to Higher Education Diploma (preferred subject: Digital and Creative Media, Computing, Marketing, Humanities and Social Sciences).
  • OR equivalent EU/International qualifications, such as International Baccalaureate Diploma at 24 points minimum 

And GCSE passes at grade 4 or above (grade A*-C).

APEL - Accreditation of Prior (Experiential) Learning

If you do not meet these entry requirements but your application demonstrates additional strengths and alternative relevant experience, you may still be considered. This could include:

  • Related academic or work experience
  • The quality of the personal statement
  • A strong academic or other professional reference
  • A combination of these factors.

Each application will be considered on its own merit. We cannot guarantee an offer in each case.

English language requirements

  • IELTS level 6.0 or above, with at least 5.5 in reading, writing, listening and speaking.

All classes are taught in English. If English isn’t your first language, you will need to show evidence of your English language ability when you enrol. For further guidance, please check our English language requirements.

Selection criteria

The portfolio, along with the details on your UCAS application (including the academic reference and your personal statement) will be assessed against the following criteria:

  • Visual language: quality of structure, use of line, shape - 2D or 3D, form, scale, space, light, colour, texture and time.
  • Ideas generation: quality of ideas and thought process, expression of design thinking.
  • Research and its application (including images from sketch books): evidence of investigation and use of appropriate resources.
  • Materials, media exploration and experimentation; experimentation and testing of materials to achieve outcomes.
  • Contextual awareness and its influence on the portfolio; understanding and application of subject knowledge and context.

Apply now

Application deadline

31 January 2024 at 18:00 (UK time)

If there are places available after this date, the course will remain open to applications until places have been filled.

Apply to UAL

Home students can apply to this course through UCAS with the following codes:

University code:

U65

UCAS code:

W990

Start your application

Apply now

Application deadline

31 January 2024 at 18:00 (UK time)

If there are places available after this date, the course will remain open to applications until places have been filled.

Apply to UAL

International students can apply to this course through UCAS with the following codes:

University code:

U65

UCAS code:

W990

Start your application
or

Apply with a UAL Representative

Based across the world, our local UAL representatives can support you with your application from your home country. Check to see if there is a representative available in your country currently.

Find your representative

How to apply

Follow this step-by-step guide to apply for this course

Step 1: Initial application

You will need to submit an initial application including your personal statement.

Personal statement advice

Your personal statement should be maximum 4,000 characters and cover the following:

  • Why have you chosen this course? What excites you about the subject?
  • How does your previous or current study relate to the course?
  • Have you got any work experience that might help you?
  • Have any life experiences influenced your decision to apply for this course?
  • What skills do you have that make you perfect for this course?
  • What plans and ambitions do you have for your future career?

Visit the UCAS advice page and our personal statement advice page for more support.

Step 2: Digital portfolio

We will review your initial application. If you have met the standard entry requirements, we will ask you to submit a digital portfolio.

You’ll need to submit this via PebblePad, our online portfolio tool.

Digital portfolio advice

Your portfolio should consist of recent work that reflects your creative strengths.

It should:

  • be maximum 20 pages
  • include unfinished pieces as well as work from completed projects to demonstrate your developmental process
  • incorporate visual research, sketchbooks, or journals that provide valuable insights into your creative process
  • demonstrate your interest, skills and enthusiasm for the field.

For more support, see our Portfolio advice and PebblePad advice.

Step 3: Interview

You may be invited to an interview following our review of your application. All interviews are held online and last 15 to 20 minutes.

For top tips, see our Interview advice.

You also need to know

Communicating with you

Once you have submitted your initial application, we will email you with your login details for our Applicant portal.

Requests for supplementary documents like qualifications and English language tests will be made through the applicant portal. You can also use it to ask questions regarding your application. Visit our After you apply page for more information.

Visas and immigration history check

All non-UK nationals must complete an immigration history check. Your application may be considered by our course teams before this check takes place. This means that we may request your portfolio and/or video task before we identify any issues arising from your immigration history check. Sometimes your history may mean that we are not able to continue considering your application. Visit our Immigration and visas advice page for more information.

External student transfer policy

UAL accepts transfers from other institutions on a case-by-case basis. Read our Student transfer policy for more information.

Alternative offers

If your application is really strong, but we believe your strengths and skillset are better suited to a different course, we may make you an alternative offer. This means you will be offered a place on a different course or at a different UAL College.

Deferring your place

You must apply in the year that you intend to start your course. If you are made an offer and your circumstances change, you can submit a deferral request to defer your place by 1 academic year. You must have met your conditions by 31 August 2024. If you need an English language test in order to meet the entry requirements, the test must be valid on the deferred start date of your course. If not, you will need to reapply. Requests are granted on a first-come, first-served basis.

Contextual Admissions

This course is part of the Contextual Admissions scheme.

This scheme helps us better understand your personal circumstances so that we can assess your application fairly and in context. This ensures that your individual merit and creative potential can shine through, no matter what opportunities and experiences you have received.

Careers

Careers include:

  • Designer
  • Producer
  • Creative
  • Art Director
  • Motion Graphic Designer
  • Arts and Culture Adviser
  • Visual Merchandising Manager
  • Communications Writer
  • Social Media Planner
  • Head of Design
  • Editorial Designer
  • Production Co-ordinator

As part of Diploma in Professional Studies, students have worked with the Art Direction team at Adidas in Germany, as an intern with Hugo and Marie Agency and as an assistant at Nova Dando.

UAL Alumni Association

Our alumni association offers graduates support and a number of benefits.

Student jobs and careers

Find out how careers and employability helps our students and graduates start their careers.