Sprint / Finish


You are now in the metaphorical sprint section of your degree course. In bicycle racing the sprint finish occurs at the end of the race. Energies that have thus far been conserved must now be spent!

Taking this sporting metaphor and turning it into an actual area of study, this project asks you to consider sport as a vast sector where design is ever present, from high value commercial work to humble improvisations. Organised sport has some of the widest audiences of any human activity and therefore it’s visual components are dragged centerstage. Sport has philosophical, social and political implications and can be given new visual dimensions as these contexts shift. Yet sport also presents us with conventions and conforms to expectations, which designers may choose to challenge!

To begin this project you will need to:

1) Define sport according to your own understanding. Quite what the boundaries of sport are is up to you. You may combine or even challenge existing definitions.

2) Identify an area, consistent with your own definition, that might present opportunities for design. Some areas of interest are outlined by the introductory lecture but by no means is this definitive.

3) Consider how fresh design activity might add “value” to this area.

Adding “value” may suggest increasing revenue but it may also concern exposing or promoting information, enhancing wellbeing, building community or challenging inequity. In some way design (as a process that includes research, analysis, strategy and synthesis) should exert some influence.

By now you will have realised that briefs are really a means to structure learning, to direct you towards a specific space or activity. As your education evolves briefs tend to afford more and more space to the student, to promote trust in your own sense of opportunity, direction and individual agenda.

For this reason there is no brief per se, only a single theme; sport.

Students have previously:

  • Produced a film to promote a youth boxing club in Whitechapel
  • Designed large typographic installations to promote the philosophy of Bruce Lee
  • Produced a range of furniture based on sports equipment
  • Created a portable stencil system to provide court layouts to itinerant communities
  • Created a system of graphic “stains” that draw attention to negative behaviour in professional football


This project will run for 8 weeks.

Module wide tracking will take place at Week 7.

You will be required to present your project at Week 8, which will mark the conclusion of the project from a teaching point of view.

More details on the presentation TBC.

Module Learning Outcomes

  • Select, develop and utilise appropriate professional activities in Graphic Design for the creative industries.
  • Research, test and apply advanced presentation and production skills.
  • Select, evaluate and utilise a range of documentation and presentation solutions of effective self promotion in a professional context.
  • Verbalise and articulate key skills and personal progress in an appropriate format.

Module Assessment and Weighting

  • 25% of your mark will be for your Learning Journal It must demonstrate investment of 78 practice hours.
  • 75% of your mark will be for your portfolio and supporting work It must demonstrate investment of 237 practice hours.