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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 2023
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.

Applications closed 2023/24 

We are no longer accepting applications for 2023/24 entry to this course.

Visit the Courses with places available page for a full list of UAL courses that are open for application.

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 on Saturday 21 October. Book your place.

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.

Contact us

Register your interest to receive information and updates about studying at UAL.

Contact us to make an enquiry.

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 Graduate Showcase

  • Remini Scents
    Remini Scents, Karolina Alvekrans, 2023 BA (Hons) Design for Art Direction, London College of Communication, UAL
  • panorama of the endtimes
    panorama of the endtimes, Joanna Li, 2022 BA (Hons) Design for Art Direction, London College of Communication, UAL
  • Design studio 'Alluring' duo
    Design studio 'Alluring' duo, Patricia Santos, 2021 BA (Hons) Design for Art Direction, London College of Communication, UAL
  • A Tale of Fairies
    A Tale of Fairies, Jocelyn Freund, 2021 BA (Hons) Design for Art Direction, London College of Communication, UAL
  • I Still Hide to Smoke screening at the Barbican
    I Still Hide to Smoke screening at the Barbican, Emma Clémentine Bouraba, 2021 BA (Hons) Design for Art Direction, London College of Communication, UAL
  • Trôi x Human Clock
    Trôi x Human Clock, Violette Luc, 2021 BA (Hons) Design for Art Direction, London College of Communication, UAL

Student voices

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.

Lecturers

Justyna Kabala, Adam Gibbons

Visiting tutors and speakers include:

Fees and funding

Home fee

£9,250 per year

This fee is correct for 2023/24 entry and is subject to change for 2024/25 entry.

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

£25,970 per year

This fee is correct for 2023/24 entry and is subject to change for 2024/25 entry.

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

Applications closed 2023/24 

We are no longer accepting applications for 2023/24 entry to this course. Applications for 2024/25 entry will open in Autumn 2023.

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 18:00 GMT on 25 January 2023 for equal consideration. However this course will consider applications after that date, subject to places being available.

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.

Deferring your place

This course accepts requests from offer holders to defer their place for one academic year. Deferral requests are granted on a first-come, first served basis until all deferral places are filled, or a deadline has been reached, whichever is sooner.

Read our Admissions Policy for details, and request your deferral by contacting us through the UAL Portal using the Contact Us button in your My Application(s) tab.

Transfers

If you are currently studying somewhere else on a course in an equivalent subject area and would like to transfer to this course, you can transfer to:

  • Year 2, if you’ve completed 120 credits in Year 1
  • Year 3, if you’ve completely 240 credits in Years 1 and 2

Apply via UCAS and choose Year 2 or 3 for your POE (Point of Entry)

Please check our Student Transfer Policy for more important information and be ready to provide us with your current course handbook and Year 1/Year 2 unit transcripts.

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.

Applications closed 2023/24 

We are no longer accepting applications for 2023/24 entry to this course. Applications for 2024/25 entry will open in Autumn 2023.

There are 2 ways international students can apply to an undergraduate course:

You must apply through UCAS, where you will need the following information:

  • University code – U65
  • UCAS course code – W990

London College of Communication courses are listed under University of the Arts London.

Read our immigration and visa information to find out if you need a visa to study at UAL.

You can only apply to the same course once per year. Any duplicate applications will be withdrawn.  Read the UAL international application advice for further information on how to apply.

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, and for further advice for international applicants, please visit the UAL International Application page.

Application deadline

We recommend you apply by 18:00 GMT on 25 January 2023 for equal consideration. However this course will consider applications after that date, subject to places being available.

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.

Immigration history check

You will be asked to complete an immigration history check to establish whether you are eligible to study at UAL. We will not be able to proceed with your application until you have submitted your completed Immigration History Form.

Deferring your place

This course accepts requests from offer holders to defer their place for one academic year. Deferral requests are granted on a first-come, first served basis until all deferral places are filled, or a deadline has been reached, whichever is sooner.

Read our Admissions Policy for details, and request your deferral by contacting us through the UAL Portal using the Contact Us button in your My Application(s) tab.

Transfers

If you are currently studying somewhere else on a course in an equivalent subject area and would like to transfer to this course, you can transfer to:

  • Year 2, if you’ve completed 120 credits in Year 1
  • Year 3, if you’ve completely 240 credits in Years 1 and 2

Apply via UCAS and choose Year 2 or 3 for your POE (Point of Entry)

Please check our Student Transfer Policy for more important information and be ready to provide us with your current course handbook and Year 1/Year 2 unit transcripts.

If you are an International applicant and studying outside the UK, please complete your Direct application and then contact us via your UAL Portal to ask to be considered for Year 2/Year 3.

Please be ready to provide an official document (translated into English) from your current university, explaining the learning outcomes of the units you have completed.

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.

If you have achieved or expect to achieve the standard entry requirements we will consider you for a place on the course.

We make our offers based on the strength of the whole application, and therefore don’t routinely invite applicants to interview.

International applicants may be invited to an online interview. Interview details will be sent via the UAL Portal.

Please add @arts.ac.uk to your contacts to ensure that you do not miss any important updates re: your application to UAL.

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.

What happens next?

We will advise you of your application outcome through UCAS Hub. 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 attend one of our online Offer Holder events. This is your opportunity to meet the academic team and fellow offer holders, find out more about the course, and get a taste of what it will be like to study here.

Requesting feedback

This course receives a high number of applications. Unfortunately, we can’t provide feedback to everyone who is unsuccessful. We can only provide feedback after you’ve had an interview. We are only able to provide feedback to you directly, or to someone you have told us in writing can receive it on your behalf. If you would like to request feedback  please contact us through the UAL Portal using the Contact Us button in your My Application(s) tab.

Successful applicants will be guided through the rest of our admissions stages and towards enrolment on the course.

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.