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.  

Each course is divided into units, which are credit-rated. The minimum unit size is 20 credits. The MA course structure involves five units, totalling 180 credits.

Critical Perspectives and Research Methods (20 credits)

This unit equips students with practical and theoretical skills that situate art direction within a broader field of practice, culminating in a designed Literature Review as the end submission.

Defining Design for Art Direction (40 credits)

Within the scope of this unit, students define the meaning of art direction within their own practice through a variety of creative briefs and practical workshops. Producing manifestos, designs, campaigns and showcasing this within an academic portfolio.

Specialist Practices for Art Direction (40 credits)

Students will explore their self-driven ideas, using specialist tools to create unique ways of working within the field of art direction. Working on longer-form briefs, students will develop campaigns that are thoroughly researched and delivered. This unit has an emphasis on emerging digital techniques and play.

Collaborative Unit (20 credits)

This unit builds upon the inherently collaborative nature of the profession. Students explore different ways to collaborate, including interdisciplinary projects within UAL, and live projects working with professional partners and institutions outside of the course.

Final Major Project (60 credits)

The Final Major Project is an opportunity for the student to deploy all of the skills learned throughout the year in a self-directed project. This project will be driven by them and their interests and could be in an area that they wish to continue with upon graduation. 

Learning and teaching methods

• Practice-based workshops
• Workshops
• Seminars
• Lectures
• Academic tutorials
• Personal tutorials
• Online blended learning
• Self-directed learning
• Speakers and visits
• Assessed assignments

Selection criteria

Offers will be made based on the following selection criteria, which applicants are expected to demonstrate:

• Sufficient prior knowledge and experience of and/or potential in area of visual communication and project management to be able to successfully complete the programme of study and have an academic or professional background in design
• Willingness to work as a team player, good language skills in reading, writing and speaking, the ability to work independently and be self-motivated
• Enthusiasm for the subject area of art direction and capacity for research-led design, intellectual inquiry and reflective thought through: contextual awareness (professional, cultural, social, historical); evidence of research, analysis, development and evaluation (from previous academic study and employment) and a grounded understanding of the world of visual and multi-disciplinary networked culture as well as the ability to engage with and contribute to critical discussion
• Portfolio of diverse examples of visual communication that is conceptual and research-based, evidencing your thinking and making process in variety of media, whilst demonstrating your curiosity to explore, test and experiment
• Whilst candidates are not expected to demonstrate particular software skills their suitability will be evaluated on evidence of diverse use of medium in generating visually compelling outcomes effectively communicating with audiences (portfolio) and evidence of project management demonstrating ability to manage time, negotiate outcomes, work to deadlines, and take responsibility for deliverables (CV).