BA (Hons) Design for Art Direction
Course summary
BA (Hons) Design for Art Direction is a unique course that explores the practical, conceptual and managerial skills relating to design and art direction.
About this course
Learn a range of skills associated with being a practice-based designer and develop your creative vision. The course takes a multi-disciplinary approach to Art Direction, giving you the opportunity to develop your practice in graphic design, moving image, photography, exhibition and production/set design.
Reasons to apply
- 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 inform your view of the creative industries, which will be crucial to contributing to our wider visual culture. You'll develop your critical analysis skills through studio seminars, crits and the Design School wide Contextual and Theoretical Studies Programme.
Open Days
Book your place for the next Open Day
Friday 21 June
BioBijoux: Diana Ganea
A project by Diana Ganea, exploring ideas of luxury, materialism and utopia.
Analog+Automatic
Analog+Automatic is a collaborative film and set design project between students Louisiane Trotobas and Pixie Tan pitching to London-based stationery store Present & Correct.
Six in the Beauvoir
A short film choreographed and directed by alumni Emma Scarafiotti addressing the way space influences behaviour and movements.
LCC Student Voices: Pixie Tan
BA (Hons) Design for Art Direction student Pixie talks us through their work in London College of Communication's Degree Shows 2018.
LCC Student Voices: Jam Steward
BA (Hons) Design for Art Direction student Jam talks us through their work in London College of Communication's Degree Shows 2018.
Student Diana Ganea featured in Intern Magazine
Read about final year student Diana Ganea, whose work is featured on the Intern Magazine website.
Course instagram
First year work from Phoebe Lee 🔥🔥🔥 #designforartdirection #students #artdirection #graphicdesign #image #publication...
First year work from Phoebe Lee 🔥🔥🔥 #designforartdirection #students #artdirection #graphicdesign #image #publication...
First year work from Phoebe Lee 🔥🔥🔥 #designforartdirection #students #artdirection #graphicdesign #image #publication...
Go Pixie @pixieinspace #artdirection #lccartdirection #designforartdirection #collaborationdreams #missyou...
Course stories
Facilities
3D Workshop
View images and find out about the range of tools and technologies on offer.
Lens-Based and Audio-Visual
Find out about the workspaces and studios that support Lens-Based and Audio-Visual practice.
Printmaking
This workshop offers a wide-range of expertise in everything from etching to lithography.
Course details
BA (Hons) Design for Art Direction is a unique course that explores the practical, conceptual and managerial skills relating to design and art direction. This course is about practice, but it also covers leadership and the management of processes.
What you can expect?
Throughout the course you will gain expertise in the practical aspects of graphic design, related to the communication of concepts. Additionally, the course will focus on the role of the Art Director/Creative Director in developing and realising ideas through leadership, management and commissioning of individuals and teams of designers, photographers, filmmakers, advertisers, illustrators or other media specialists in the creative industries.
The College is home to excellent and extensive resources from analogue to digital, all of which help you to gain a wide range of skills relevant to the subject and profession.
Distinctive features
The following features give the course a distinctive identity and help to ensure that we are offering a unique, exclusive and exciting experience for you:
- This exciting new course builds on the College’s considerable expertise in the area of design and media, which form essential aspects of art direction. You will be introduced to a broad range of design skills and media which will enable you to confidently communicate your concepts and ideas to specialist practitioners.
- The acquisition of new and consolidation of existing design skills will be seen in the context of theory and management skills associated with the leadership and management of others.
- Learning and teaching will be undertaken in a variety of different contexts including, workshops, studio practice, lectures and seminars.
- Given our central location in a leading design capital and our considerable professional contacts, BA (Hons) Design for Art Direction will offer ample opportunities for collaborative working with leading practitioners on live projects which prepare you for progression into industry or continuing education.
Course structure
The academic year for this course is divided into 2 blocks.
The 1st block is of 15 weeks’ duration from early October to mid-February. In accordance with the University timetable, there will be a four week holiday in December.
The 2nd block is also of 15 weeks’ duration from mid-February to the end of June with a four week holiday for Easter.
Showcasing your work
All students are advised to set up a profile on portfolio.arts.ac.uk, UAL’s portfolio platform, which can be done at any point during your time at LCC and will last for up to 12 months after graduation.
This platform is often used to source student work for promotional use on the website, social media and for print and can be a great way of getting your work seen.
Course units
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. Your degree classification is determined by the relative level of grades attained in the third year.
Year 1
Units summary:
- Introduction to Design for Art Direction (20 credits)
- Design Principles (40 credits)
- Media Exploration (20 credits)
- Locating Practice: Design for Art Direction (20 credits)
- Contextual and Theoretical Studies 1 (20 credits)
Year 2
Units summary:
- Design Production (40 credits)
- Professional Practice (20 credits)
- Art Direction (40 credits)
- Contextual and Theoretical Studies 2 (20 credits)
Diploma in Professional Studies
The Diploma in Professional Studies (DPS) is an optional year-long learning opportunity, allowing you to undertake a variety of internships and professional experiences for a whole academic year in Year 3, as part of a four-year degree. It is a managed year of professional experience largely undertaken in the design profession in a variety of national and international locations.
Successful candidates are selected on a competitive basis from academic performance and studentship, successful completion of the DPS bridging studies and by portfolio and proposal. Please view the Diploma in Professional Studies Programme Specification (PDF - 164KB) for more details.
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).
Units summary:
- Industry Practice: Routes A and B (20 credits)
- Self Initiated Project: Route B (20 credits)
- 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)
Teaching and learning methods
The courses outcomes are taught using the following learning and teaching methods:
- Lectures/large group learning
- Workshop & seminar learning
- Academic tutorials
- Self-directed learning
- Outside speakers and visits
- Collaborative working
- Assessed assignments
Assessment methods
The course outcomes are assessed using the following assessment methods:
- Practical project work and computer based activities
- Prepared writing
- Responses to case studies
- Oral presentation
- Personal presentations of prepared work
- Workshop based activities
- Written research projects
- The creation of a portfolio of collection of work which may contain a number of different activities.
Collaborative and group working based on practical projects
Changes to courses
Information provided by the University is accurate at the time of first publication. Courses, however, remain subject to change. Changes may be necessary to improve the quality of educational services, in order to meet the latest requirements of a commissioning or accrediting body, in order to bring course content in line with best practice activities across the Higher Education sector, in response to student feedback, and/or due to a lack of student demand for certain units or options.
Events may arise outside of the reasonable control of the University which lead to changes to courses. Such events may include industrial action, civil disorder, severe weather, and changes in applicable laws and/or safety requirements.
If you have accepted a place on a course, we shall notify you of any changes as soon as reasonably practicable.
Webpage updates
We will update this webpage from time to time with new information as it becomes available. In the meantime, if you have any questions, use this register your interest form.
Staff
Mark Ingham
Design School Learning and Teaching Innovation Lead
Ian Horton
Reader in Graphic Communication
Course Leader
Tara Langford
Tara is an artist, designer and educator. Her industry experiences span graphic design and art direction for fashion and branding, magazines, digital content and short form moving image including music videos and commercials. Tara is also a practicing artist working across print, moving image, sculpture and painting.
With over 10 years teaching experience, Tara has taught on undergraduate courses in graphic design, illustration and fashion communication, she has been course leader of BA (Hons) Design for Art Direction at London College of Communication since 2015.
Lecturer
Adam Gibbons
Visiting tutors and speakers include:
How to apply
Opportunities for all
We are committed to making university education an achievable option for a wider range of people and to supporting all of our students in achieving their potential both during and after their courses.
We welcome applications from people with disabilities. If you have a disability (e.g. mobility difficulties, sensory impairments, medical or mental health conditions or Asperger’s syndrome) we strongly encourage you to contact us on disability@arts.ac.uk or +44 (0)20 7514 6156 so that we can plan the right support for you. All enquiries are treated confidentially. To find out more, visit our Disability & Dyslexia webpages.
Entry requirements
Home/EU/International
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:
64 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, Pass, Pass at BTEC Extended Diploma (preferred subjects: Art and Design, IT & Computing).
- Pass 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.
And 3 GCSE passes at grade 4 or above (grade A*-C).
APEL - Accreditation of Prior (Experiential) Learning
Applicants who do not meet these course entry requirements may still be considered in exceptional cases. The course team will consider each application that demonstrates additional strengths and alternative evidence. This might, for example, be demonstrated by:
- 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 but we cannot guarantee an offer in each case.
English Language requirements (International/EU)
IELTS level 6.0 or above, with at least 5.5 in reading, writing, listening and speaking. Please check our main English language requirements page for more information.
All classes are conducted in English. If English is not your first language you will be asked to provide evidence of your English language ability when you enrol.
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.
How we assess your application
Your application form is reviewed when you apply to the University. If you have achieved or expect to achieve the standard entry requirements we will invite you to submit a full portfolio. We make our offers based on the strength of the whole application, and therefore don’t routinely invite applicants to interview. To find out more, view our Undergraduate Application Process page.
Personal statement advice
This is an important part of your application and should demonstrate to the team that you are interested in art direction and that you have thought carefully about why you want to study on this course.
You can demonstrate this through your previous work experience or study, personal experience and your ambitions for personal development as a student at LCC.
You should ensure it is written clearly, and free of any spelling mistakes. It is your chance to impress the team by demonstrating your appreciation of what the course can offer you and how you feel it will help you in the future.
State what you personally would bring to the course, and explain what motivates you to learn, explore and experiment.
Portfolio advice
Your portfolio of work is the most important part of your application, and you must clearly evidence development work as well as work from completed projects.
You are required to present a portfolio with a maximum of 20 images that you consider would help support your application.
Making your application
You must apply for this course though Universities and Colleges Admissions Service (UCAS), where you'll need to provide the following information:
- University code: U65
- Course code: W990
London College of Communication courses are listed under University of the Arts London.
Application deadline
We recommend you apply by 15th January for equal consideration. However this course will consider applications after that date, subject to places being available.
Making a deferred application (for entry in 2020/21)
Home/EU applicants are permitted to make a deferred application. International applicants are not permitted to make a deferred application.
Entry to Year 2 or Year 3
If you have successfully completed year 1 of a degree course at another institution and wish to continue your studies at LCC, you can identify the point of entry as year 2 on your application, and consideration will be given by the course admissions tutor.
LCC will consider applications for entry at Year 3 in exceptional cases only.
Referral to alternative UAL courses
The University operates a cross-referral system, where applicants can be considered for and offered a place on an alternative course, if the admissions tutor feels they are more suited to that course. If you wish to opt out of the cross-referral process you can do so at the application form stage.
Erasmus
For further information on Erasmus and UAL exchange schemes, please visit the Erasmus and Non-Erasmus Exchanges section on the UAL website.
International applicants can apply through either of the following routes:
- Through one of our official representatives in your country
- Through UCAS
- Through a direct application
If you are applying through UCAS, you will need the following information:
- University code: U65
- Course code: W990
London College of Communication courses are listed under University of the Arts London.
Further information on applying via UCAS is provided on the University Applying through UCAS page.
For full details on the application process, visit the Undergraduate application page.
Making a deferred application (for entry in 2020/21)
Home/EU applicants are permitted to make a deferred application. International applicants are not permitted to make a deferred application.
Entry to Year 2 or Year 3
If you have successfully completed year 1 of a degree course at another institution and wish to continue your studies at LCC, you can identify the point of entry as year 2 on your application, and consideration will be given by the course admissions tutor.
LCC will consider applications for entry at Year 3 in exceptional cases only.
Referral to alternative UAL courses
The University operates a cross-referral system, where applicants can be considered for and offered a place on an alternative course, if the admissions tutor feels they are more suited to that course. If you wish to opt out of the cross-referral process you can do so at the application form stage.
Study Abroad applicants
International undergraduate students can apply to join BA (Hons) Design for Art Direction for a period of up to three terms as a Study Abroad student.
Visit the Study Abroad page for details of how to apply.
After you apply
Communicating with you
After you have successfully submitted your application, you will receive an email confirming we have successfully received your application and providing you with your login details for the UAL Portal. We will request any additional information from you, including inviting you to upload documents through the portal.
You should check your UAL Portal regularly for any important updates and requests.
International applicants may be invited to interview in person at LCC, or via Skype if overseas or unable to attend. Details of this interview will be sent via the UAL Portal.
Immigration history check
International applicants, whether applying online via UCAS or through a UAL representative or by direct application, you will need to complete an immigration history check to establish whether you are eligible to study at UAL. If you do not complete the check, we will not be able to proceed with your application.
What happens next?
We will advise you of your application outcome through UCAS Track. If you are an International applicant and have applied directly or through an agent, we will notify you through the UAL Portal.
We invite all offer holders to come to London College of Communication to attend one of our Offer Holder events. Offer holders will have the chance to meet the team, find out more about the course, and see our diverse and vibrant student community in action.
Successful applicants will be guided through the rest of our admissions stages and towards enrolment on the course.
Deferring your place
If you are offered a place for 2019/20 but wish to defer to 2020/21, information on how to do this and who to contact can be found in your offer letter.
International applicants will have to pay a pre-payment in order to defer. In all cases, deferred places will be held for one year.
Fees & Funding
Home / EU fee
£9,250 (2019/20).
Tuition fees for undergraduate degree courses have been set at £9,250 per year for full-time study. This applies from the 2019/20 academic year, subject to changes in the law. Tuition fees may increase in future years for new and continuing students, in line with an inflationary amount determined by government.
Please visit our Undergraduate tuition fees page for more information.
International fee
£19,930 (2019/20).
Additional costs
In addition to tuition fees you are very likely to incur additional costs such as travel expenses and the cost of materials. Please read the information on our additional costs page.
Accommodation
Find out about the accommodation options available and how much they will costs
Scholarships and awards
There are a number of scholarships and awards available to students on this course. Use our search tool to find out more information.
Careers and alumni
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.
