CT11 W01
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Communication Technology 11 · Week 1

Brand Foundations

A client-led design studio in audience, hierarchy, colour, typography, Photoshop craft and web delivery.

Three fictional brand directions arranged as a polished design studio presentation
3ready-to-teach classes
3assignment classes
1anchor product

Big question: How can one visual system make a message recognizable and useful?

Product: Choose a fictional client and create a repeatable brand system: style tile, 1080 x 1080 launch graphic and a second-format adaptation. Support changes the scaffold; extension changes the design problem.

Download student filesOpen assignmentTeacher brief
PowerSchool: F-P-CT11-4-4 | Brand Launch Tile
The recommended Week 1 treatment is formative or revision-eligible.
The complete week

One skill becomes the next.

Check a day only after you have saved its evidence. Progress stays on this device and never leaves the browser.

Interactive model

Design decision laboratory

Repair a weak flyer one principle at a time, then test whether foreground and background colours remain legible. The controls change the same decisions students will make in Photoshop.

THIS SATURDAY maybe?

EVERYTHING IS IMPORTANT!

Music. Food. A special event. Doors perhaps at seven. Tell everyone. Location to be announced somewhere.

CLICK HERE NOW

Repair one decision at a time

Contrast tester

Can you read this message?

Target
4.5:1 for normal text and 3:1 for large text. Ratio is one check; font, size and context still matter.
3 ready-to-teach classes

Every action has a checkpoint.

Open a day for the full sequence. Each complex action names the location, expected result, purpose, common error and repair.

1Day 1 · 70 minutes

Establish the brand system

How can visual decisions make one message recognizable before a logo is explained?

Open slides
HOOK

Run a five-second gallery test, then repair the weak flyer without changing a single word.

TEACH

Client brief, audience, hierarchy, alignment, proximity, contrast, accessible colour, type roles, repetition and wordmark construction.

HOW IT ACTUALLY WORKS

A brand is a repeatable communication system. Hierarchy orders attention; alignment and proximity create relationships; palette and typography establish a consistent voice.

MATERIALS
Three client briefsWeak flyerStyle-tile templateContrast labType-pairing support
Video cue · Four artists use the same images13:09; teacher-selected hook · Preview and show one comparison only
1

Annotate the client brief

LOCATION · Client card
EXPECTED RESULTAudience, purpose, required message, tone words and constraints are marked
WHY THIS MATTERSThe brief supplies reasons for every design decision
COMMON ERRORChoosing only by favourite image
REPAIRName the audience need first
2

Create two composition thumbnails

LOCATION · Paper or template
EXPECTED RESULTTwo distinct reading paths show headline, image and action zones
WHY THIS MATTERSAlternatives prevent the first idea becoming automatic
COMMON ERRORDrawing decoration instead of hierarchy
REPAIRUse only rectangles and labels
3

Repair the weak flyer

LOCATION · Design decision laboratory
EXPECTED RESULTHeadline, detail and action read in a deliberate order
WHY THIS MATTERSComparison makes principles visible
COMMON ERRORChanging the copy
REPAIRKeep every word and change relationships only
4

Build the four-colour system

LOCATION · Shape layers plus contrast testerHOTKEY U
EXPECTED RESULTBackground, Text, Accent and Support colours have named jobs
WHY THIS MATTERSA palette is a system, not a list
COMMON ERRORChoosing colours by preference
REPAIRConnect each colour to audience and function
5

Assign two type roles

LOCATION · Character panelHOTKEY T
EXPECTED RESULTDisplay and text roles contrast without competing
WHY THIS MATTERSRepeatable roles create voice and predictability
COMMON ERRORUsing two decorative faces
REPAIRMake one expressive and one quiet
6

Construct the wordmark

LOCATION · Editable type plus one shape
EXPECTED RESULTSimple original mark remains readable small and one-colour
WHY THIS MATTERSWeek 1 rewards control over illustration complexity
COMMON ERRORTracing an existing logo
REPAIRUse the client name and one original geometric move
7

Save and capture the style tile

LOCATION · 02_working and 04_evidenceHOTKEY Cmd/Ctrl Shift S
EXPECTED RESULTNamed PSD and screenshot show palette, type roles, wordmark and guides
WHY THIS MATTERSThe system must be inspectable before application
COMMON ERRORSaving only a screenshot
REPAIRKeep the editable PSD
CHECKPOINT
Annotated brief, two thumbnails and an editable style tile are complete; every colour and type role can be explained using the audience.
SUPPORT

Use the supplied grid, one pre-tested palette and one recommended system-font pairing.

CORE EXIT

Which decision is doing the most communication work, and what evidence supports that claim?

EXTENSION

Create a second valid style direction for the same client and compare the audience effect.

Teacher evidence note: Confirm the checkpoint through the student's file, explanation or live demonstration. The page records completion locally but does not assign achievement.
2Day 2 · 70 minutes

Build the launch graphic

How can photograph and type share one reading path?

Open slides
HOOK

Compare readable and unreadable text-over-image examples; locate the value conflict and busiest region.

TEACH

1080 square setup, Place Embedded, Smart Objects, crop, subject position, masks, clipped Curves, safe area, type hierarchy and mark placement.

HOW IT ACTUALLY WORKS

The image creates subject and mood while type supplies precise meaning. Crop and tonal control reserve space so both systems can perform their jobs.

MATERIALS
Client photographsStyle-tile PSD1080 safe-area guideLaunch checklist
Video cue · Make your first layer mask4 min · Use the complete four-minute tutorial
1

Create the delivery document

LOCATION · File > New; 1080 x 1080; RGB; sRGBHOTKEY Cmd/Ctrl N
EXPECTED RESULTCorrect square canvas opens with guides
WHY THIS MATTERSFormat shapes layout decisions from the start
COMMON ERRORDesigning inside the style tile
REPAIRCreate a separate launch document
2

Place and crop the photograph

LOCATION · File > Place Embedded > Free TransformHOTKEY Cmd/Ctrl T
EXPECTED RESULTSubject is clear and a calm type zone remains
WHY THIS MATTERSComposition must make room for language
COMMON ERRORCovering the busiest detail with text
REPAIRMove or crop the image before adding boxes
3

Control the text-safe value

LOCATION · Clipped Curves with mask
EXPECTED RESULTType zone gains contrast without flattening the whole image
WHY THIS MATTERSLocal value is more controlled than global opacity
COMMON ERRORDarkening everything
REPAIRClip and mask the adjustment
4

Transfer the type system

LOCATION · Named editable text layersHOTKEY T
EXPECTED RESULTHeadline, essential detail and action match the style tile
WHY THIS MATTERSRepetition creates recognition
COMMON ERRORChanging fonts to fit gaps
REPAIRChange size and line breaks first
5

Place the wordmark

LOCATION · Smart Object or editable group
EXPECTED RESULTMark appears once at a stable scale and position
WHY THIS MATTERSIdentity supports rather than replaces the message
COMMON ERRORMaking the logo the largest element
REPAIRReturn to the hierarchy order
6

Run phone-size and grayscale tests

LOCATION · Fit Screen plus temporary Black & WhiteHOTKEY Cmd/Ctrl 0
EXPECTED RESULTHierarchy survives reduced size and without hue
WHY THIS MATTERSReal viewing exposes fragile contrast
COMMON ERRORJudging only at 200 percent
REPAIRTest at Fit Screen and actual phone size
7

Save the layered launch evidence

LOCATION · 02_working and 04_evidenceHOTKEY Cmd/Ctrl S
EXPECTED RESULTPSD screenshot includes image, mask, adjustments, type and mark
WHY THIS MATTERSProcess evidence makes the design decisions assessable
COMMON ERRORSubmitting a flattened mock-up
REPAIRCapture the actual Layers panel
CHECKPOINT
A peer can identify the headline, key detail and action in five seconds; all image, type and mark roles remain editable.
SUPPORT

Use the supplied safe-area guides and recommended crop for the selected client.

CORE EXIT

What did you change in the photograph so the words could do their job?

EXTENSION

Create a second crop with a different focal relationship while preserving the same brand system.

Teacher evidence note: Confirm the checkpoint through the student's file, explanation or live demonstration. The page records completion locally but does not assign achievement.
3Day 3 · 70 minutes

Test, transfer and deliver

Does the system survive a new format and a real audience test?

Open slides
HOOK

Conduct a silent five-second test before any designer explains the work.

TEACH

Audience evidence, targeted revision, consistency audit, A4 adaptation, alternate-audience transfer, source logging, export specifications and rationale.

HOW IT ACTUALLY WORKS

A brand system proves itself through transfer. Some spatial decisions must change with format, while palette, type roles, tone and identity remain recognizably consistent.

MATERIALS
Five-second test cardsA4 templateRubricSource logExport audit
Video cue · Idea and reference0:32 excerpt · Stop at 0:48
1

Collect silent audience evidence

LOCATION · Five-second test
EXPECTED RESULTReviewer records first message, mood and focal element
WHY THIS MATTERSReceived communication tests the design claim
COMMON ERRORExplaining before testing
REPAIRShow silently, then record exact responses
2

Choose one high-value revision

LOCATION · Rubric plus test evidence
EXPECTED RESULTOne hierarchy, contrast or spacing mismatch is named
WHY THIS MATTERSFocused revision protects the system
COMMON ERRORRedesigning everything after one opinion
REPAIRRepair the clearest repeated mismatch
3

Adapt to A4 or second audience

LOCATION · New document using the same system
EXPECTED RESULTLayout changes spatially while palette, type roles and mark remain consistent
WHY THIS MATTERSTransfer proves the brand is more than one poster
COMMON ERRORStretching the square design
REPAIRRecompose for the new format
4

Audit system consistency

LOCATION · Style tile beside both deliverablesHOTKEY I
EXPECTED RESULTColours, type roles, imagery treatment and mark match deliberately
WHY THIS MATTERSRecognition depends on repeated decisions
COMMON ERRORUsing similar but different values
REPAIRSample from the style tile
5

Complete source and accessibility checks

LOCATION · Source log, contrast and text-safe audit
EXPECTED RESULTEvery image is attributed and essential text remains legible
WHY THIS MATTERSEthical, accessible production is part of communication
COMMON ERRORWriting only Google as a source
REPAIRRecord the original or teacher-supplied file
6

Export both formats

LOCATION · Export AsHOTKEY Cmd/Ctrl Option/Alt Shift W
EXPECTED RESULT1080 sRGB PNG and print-ready A4 PDF/JPG open correctly
WHY THIS MATTERSDelivery files serve different contexts
COMMON ERRORFlattening the working PSD
REPAIRExport copies and preserve layers
7

Write the design rationale

LOCATION · Four-sentence frame
EXPECTED RESULTAudience, system decision, evidence-led revision and transfer decision are connected
WHY THIS MATTERSRationale demonstrates purposeful control
COMMON ERRORListing tools
REPAIRUse because and therefore
CHECKPOINT
Style tile, square launch piece, adaptation, audience-test evidence, before/after revision, source log and rationale are complete.
SUPPORT

Adapt only the hierarchy and spacing; keep the approved palette, type roles and mark fixed.

CORE EXIT

What changed between formats, what stayed consistent and why?

EXTENSION

Reposition the brand for a second audience and defend which system elements needed to change.

Teacher evidence note: Confirm the checkpoint through the student's file, explanation or live demonstration. The page records completion locally but does not assign achievement.
Short video cues

Watch briefly. Build immediately.

The full-length tutorials remain optional. Classroom cues use short excerpts and a viewing question.

Benny Productions · 13:09; teacher-selected hook

Four artists use the same images

Preview and show one comparison only. Viewing question: How can identical assets communicate different ideas?

PiXimperfect · 1:00 excerpt

Canvas, tools and panels

Stop at 2:13. Viewing question: Name one part of the workspace and explain what job it controls.

Adobe · 4 min

Make your first layer mask

Use the complete four-minute tutorial. Viewing question: Why can a mask be repaired while erased pixels cannot?

Nour Art · 0:32 excerpt

Idea and reference

Stop at 0:48. Viewing question: Which decisions happened before the editing began?

Three-class assignment sprint

Brand Launch Tile

The product grows across three classes. Students do not repeat one layout: they establish a system, apply it to a launch graphic, then prove the system can survive audience testing and a new format.

1. Class A · Decode and direct

Choose a client, identify audience and message, repair the weak-flyer principles, then complete the palette and type hierarchy on the style tile.

2. Class B · Build the message

Create the 1080 × 1080 launch graphic with an editable image, clear hierarchy, restrained mark and consistent brand system.

3. Class C · Test and deliver

Run a silent five-second audience test, revise the clearest mismatch, confirm sRGB/size and submit the rationale plus process evidence.

Pathways that add real complexity

Tier 1 · Directed system

Use the supplied grid, recommended type pairing and accessible palette to create the complete style tile and launch graphic.

Tier 2 · Designer-controlled system

Create an original wordmark, palette and layout, then adapt the launch graphic to A4 without losing hierarchy.

Tier 3 · Audience transfer

Reposition the same brand for a second audience or campaign moment and justify what remains consistent and what changes.

Choose a fictional client and create a repeatable brand system: style tile, 1080 x 1080 launch graphic and a second-format adaptation. Support changes the scaffold; extension changes the design problem.

Required evidence

1. Annotated client brief and two composition thumbnails
2. Editable style tile with palette, type roles and original wordmark
3. Layered 1080 x 1080 launch graphic
4. A4 or alternate-audience adaptation
5. Five-second audience-test evidence and before/after revision
6. Source log and four-sentence design rationale
Assignment sheetProduct rubricAssignment PDFRubric PDF
Retrieval check

Can you explain the decisions?

1. What establishes the order in which information is noticed?

Answer: Hierarchy creates the reading order.

2. Why use proximity?

Answer: Items placed near one another appear related.

3. What is the strongest reason to choose a colour?

Answer: Colour choices need an audience and communication reason.

4. Which file is the web delivery product?

Answer: The PNG is the web export; the PSD preserves production.

5. What does a five-second test measure?

Answer: It checks what the audience notices before an explanation changes their response.

Complete all questions, then check your understanding.
Curriculum connections

Evidence connects to outcomes.

1.4

Create electronic communication solutions that persuade or entertain an audience.

1.5

Understand social and environmental impacts of communication technology.

4.1

Apply principles and elements of design.

4.3

Use typography appropriately in graphic design.

4.4

Communicate a message by manipulating images and words.

4.5

Use appropriate settings for web-image output.

Sources and further learning

Follow the evidence.

OPEN SOURCEAdobe Photoshop workspaceOPEN SOURCEAdobe type layersOPEN SOURCEAdobe layer masksOPEN SOURCEAdobe web exportOPEN SOURCEWeb Content Accessibility Guidelines contrast
Teacher briefSource notesLink check