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About the framework

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The framework demonstrates how, through the curriculum, we empower our students and graduates to develop the wide-ranging qualities, experience and behaviours necessary to prepare for the future and develop and sustain a rewarding professional life.

It articulates what we currently do well through surfacing good practice, ensures students understand that they access this learning through the curriculum, and sets out an aspirational territory, in order to help us further improve.

Enterprise and employability is not new to the curriculum, nor is it a bolt-on. It is core to a creative education and to our practice at UAL, however, translating enterprise and employability into student learning can be complex. The framework provides a systematic approach that supports curriculum making, and provides descriptors that join enterprise and employability to benchmark a wide range of curriculum delivery.


Creative Attributes Framework policy identifies how the Framework should be used to underpin employability and enterprise learning opportunities across the institution and identifies responsibilities of key stakeholders.

This policy relates to the transformative education strand of the University’s strategic plan 2015-22, which proposes "further enhancement of our graduates' employability through curriculum development and through increased opportunities for student placement and other collaborations with the creative and cultural industries."

UAL staff can visit the Academic Policies and Regulations page on the intranet to find out more about UAL enterprise and employability policy.


Creative Attributes Framework was developed through the UAL project 'Re/Claim: Creative Practice for Enterprise and Employability', with funding and support from the  Higher Education Academy (HEA) Strategic Enhancement Programme.

The purpose of the Re/Claim project was to claim and return to the practices that are at the core of a creative education and to understand and articulate enterprise and employability from this 'insider' vantage point. Its title is a play on the process of claiming and re-claiming, whereby the 'Re/Claim' allows a space for reflection and a considered articulation of the nomenclature of enterprise and employability in arts, design and media. The title of the project aimed to signal that this is not about a deficit understanding or model, as we know that arts, design and media subjects encompass and include a wide range of enterprise and employability qualities and behaviours.

An extensive range of approaches and literature was investigated and provided the foundation for the framework. The Re/Claim project mapped, reflected on and communicated this research into the Creative Attributes Framework for Enterprise and Employability. Creative Attributes Framework serves a dual purpose; it articulates what we do well as part of our students' development and transformation during study, and sets out an aspirational territory to help improve the learning experience.

The framework:

  • responds to and integrates enterprise and employability within creative practice that is aligned to higher education
  • sets out a vision and practice for enterprise and employability across the university
  • offers descriptors to benchmark curriculum delivery and articulation for students
  • demonstrates the value of a creative education that prepares students for their future.

Read more

SEE Work of Art (PDF 7.6MB) – a 2013 University of the Arts London publication created to support learning and teaching in enterprise and employability in art and design higher education.

Creative Graduates Creative Futures (PDF 1.5MB) – a 2009 Council for Higher Education in Art and Design; University of the Arts London report provides a comprehensive exploration of the experiences, activities and contribution of creative graduates and their plans for the future.


‌We recognise the exceptional contributions in support of the project and its development. For more details please see our list of Creative Attributes Framework contributors (PDF 249KB).

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