Bachelor of Arts in Graphic Design and Art Direction

Program Overview

The Bachelor of Arts in Graphic Design and Art Direction is a three-year program that immerses students in the multifaceted world of communication. Through a project-based and experimental approach, students gain valuable skills and knowledge in various design disciplines, including advertising, digital publishing, digital media, and 3D motion graphics. The program emphasizes critical thinking, problem-solving, and collaboration, preparing graduates for successful careers in the design industry.

Program Outline

Bachelor of Arts in Graphic Design and Art Direction

Degree Overview

This Bachelor of Arts (BA) program, with a duration of 3 years (180 CFA credits), immerses students in the multifaceted world of communication. The program explores a diverse range of fields within graphic design, spanning advertising, digital publishing, digital media, and 3D motion graphics. Through a project-based and experimental approach, students gain valuable skills and knowledge in various design disciplines. The BA in Graphic Design and Art Direction focuses on three key areas:

• Exploring multidisciplinary approaches:
Students are encouraged to experiment and merge various design disciplines to develop their unique creative voice.
• Conducting research, defining strategies, and innovating:
The program emphasizes critical thinking and problem-solving skills, enabling students to devise innovative solutions and strategies within the design field.
• Experimenting on real projects with leading international partners:
Students gain real-world experience by collaborating with renowned international professionals on actual design projects. The program fosters skills and expertise in:
• Project development: Students learn the fundamentals of project creation and management, from initial concept to final execution.
• Experimental activities and workshops: Through hands-on workshops, students explore and experiment with various design tools and techniques.
• Professional development: The program equips students with essential skills for a successful design career, including communication, teamwork, and critical analysis.

Outline

The BA program comprises a structured three-year curriculum, encompassing both foundational knowledge and specialized skills development.

#First year:

• Introduction to graphic design: Students acquire the essential tools for design communication in graphic, advertising, and visual design fields.
• Technical skills development: Students gain proficiency in relevant digital technologies for creative design and communication, including computer graphics, project methodology, project culture, history of art, graphic design, art direction.
• #Second year:
• Specialization: Students choose one of three specializations to deepen their expertise: Brand Design, Creative Direction, or Visual Design.
• Specialist courses and studies: Students focus on their chosen specialization through specific and elective courses.
• Advanced technical skills: Students acquire advanced skills in specific areas relevant to their chosen specialization, such as editorial design, audiovisual languages and techniques, digital technologies, theory and methodology of mass media, multimedia design, art direction, communication techniques and methodology, art editorial, multimedia languages, illustration.
• Project development and application: Students learn to design complete communication campaigns aimed at specific applications within their chosen specialization, focusing on brand communication, creative direction in advertising, or visual communication design.
• Professional experience: Through practical experiences, students gain hands-on experience designing integrated and intramedia campaigns, applying their knowledge to various professional fields.
• #Third year:
• Independent project development: Students develop and execute independent projects, applying their accumulated knowledge and honed skills to create professional-level work in their chosen specialization.
• Advanced specialization knowledge and skills: Students deepen their knowledge and refine their skills in their specialization.
• Thesis project development: The program culminates in a thesis project, where students develop a comprehensive project under expert guidance.
The project incorporates theoretical and practical components, allowing them to showcase their creative capabilities and expertise in their field.

Assessment

The assessment methods used in the program vary depending on the specific course and project, but generally include a combination of:

• Individual and group assignments: Students complete assignments and projects individually and collaboratively throughout the program, demonstrating their understanding and application of the learned concepts and skills.
• Presentations and critiques: Students present their work to peers, instructors, and professionals, receiving feedback and engaging in constructive critique.
• Examinations: The program may incorporate written and oral examinations to assess theoretical knowledge and understanding.
• Portfolio development and assessment: Students continuously build and refine their portfolio throughout their studies, showcasing their creative journey and skills development.
The final thesis project plays a crucial role in assessing students' overall progress and achievement. The assessment process aims to evaluate students' ability to:
• Apply the theoretical knowledge acquired in their courses to practical design projects.
• Develop creative and innovative solutions to complex design challenges.
• Work independently and collaboratively within a design team.
• Communicate their design ideas effectively through various channels.
• Reflect critically and effectively on their design process and outcomes.

Teaching

The program boasts an impressive faculty, comprising experienced professionals with a wealth of knowledge and expertise in various design fields. Students benefit from the instructors' diverse backgrounds and perspectives, gaining valuable insights into the real world of design.

#Learning environment:

• Project-based approach: The curriculum prioritizes a hands-on learning experience, engaging students in real-world design projects from the outset.
• Experimental and collaborative environment: Students are encouraged to experiment with different approaches, techniques, and tools, working collaboratively with peers and instructors to create innovative solutions and designs.
• #Faculty highlights:
• Luca Poncellini: Department Head, architect, and designer with extensive experience in design, innovation, and visualization, having collaborated on projects and lectured internationally.
• Patrizia Moschella: Communication and Graphic Design Area Leader, sociologist of cultural processes with expertise in research, methodology, sociology of cultural processes, and future scenarios.
• Samuel Mathias Zitelli: Course Leader for the BA program in Milan, graphic designer, and art director with extensive professional experience in branding and corporate image.
• Dionigi Mattia Gagliardi: Course leader for the BA program in Rome, artist, researcher, and educator with a focus on art and science, experimental aesthetics, neuroaesthetics, and research methodology.

Careers

The BA in Graphic Design and Art Direction opens up a multitude of career opportunities for graduates, including:

• Art director: Responsible for overseeing and guiding the visual identity and direction of creative projects and campaigns.
• Copywriter: Creates compelling written content for marketing and advertising materials, such as websites, social media, and print media.
• Web designer: Specializes in creating visually engaging and user-friendly websites, ensuring optimal functionality and aesthetics.
• Brand designer: Focuses on creating a coherent and impactful visual identity for brands across different channels, including logo, packaging, and marketing materials.
• Motion designer: Creates animated graphics for various purposes, including video, television commercials, and online content.
• Packaging designer: Designs and develops packaging solutions that are both aesthetically appealing and functional, considering brand identity and target market.
• Illustrator: Creates original artwork for various applications, such as books, magazines, advertising campaigns, and digital content.
• Visual designer: Specializes in creating visually compelling and engaging content across different