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  • Creative and Cultural Industries: Art Direction BA (Hons)

Creative and Cultural Industries: Art Direction BA (Hons)

Why choose this course?

This course prepares you for a career in art direction in the creative industries. You will develop practical, conceptual and analytical skills in visual communication to create effective advertising and visual identities for organisations and projects. 

You will learn to visualise, collaborate, experiment and project manage as you work on real-world projects with other students and industry professionals. You will also develop your knowledge of the creative industries, exploring topics such as design thinking, branding and strategy for creative organisations. You will have creative freedom and be encouraged to undertake non-commercial creative projects. 

You'll also have lots of opportunities to work on live projects with creative companies and institutions. 

Throughout the course you'll also develop the commercial and organisational skills and understanding needed to work effectively in the Creative and Cultural sector.

For examples of what our students are up to on the course, check out our Insta.

Attendance UCAS code/apply Year of entry
3 years full time P990 2020
6 years part time Apply direct to the University 2020
Location Kingston School of Art, Knights Park

Reasons to choose Kingston

  • You'll develop professional skills in design, production and project management by working for our newly-launched Creative Agency, - a platform connecting students with live briefs
  • You can apply for a placement within industry and you will also be assigned an industry mentor in year 2
  • Kingston University is an associate of the Institute of Contemporary Arts (ICA). You'll receive free ICA membership, participate in seminars and events, and have the opportunity to become a Kingston/ICA intern.

An introduction to the course

What you will study

This Art Direction degree develops visual communication skills and enhances your creative judgement. You will manage creative projects and learn how to deliver the visual language of an organisation or client's advertising or content needs. Through a combination of in-house and live briefs you will discover your creative self and your future role in industry.

Year 1

Year 2

Optional Year

Year 3

Year 1 is common to all our creative and cultural industries courses. You will explore visual communication techniques, use of design software, storytelling and design thinking. You will learn individually and as part of a team of creative partners and professionals. You will examine the management and strategy of creative enterprises, and the history and development of art and design practice.

Core modules

Visual Narratives & Design Thinking: Creating compelling stories, creative problem solving

60 credits

This module builds the skills and understanding needed to create and deliver effective visual and verbal communications, through Design Thinking. You will be introduced to theories on perception and communication and will apply them to the analysis of persuasive visuals used in advertising communications and marketing messages. You are simultaneously introduced to a fundamental set of conceptual and practical, thinking and decision tools.

Practical project tasks will give you the opportunity to develop or enhance your digital design software skills through the creation of visual concepts, hacks, short/long form video narratives, content creation for social and experimentation with VR and emerging platforms to explain the possible visual identities of an event, campaign or product. Drawing on Design Thinking, a creative problem solving approach and technique, you will learn to examine and redefine problems through close observation, and investigate the use of empathy with users. User experience, interface design and prototyping are used to enhance the quality of communication and the explanation and sharing of ideas. Concept testing then helps reveal the match between the problem and the solution. The module develops the principle that decision making can be enhanced and innovation more likely if the attitudes and processes of design are applied to organisational decisions, services and activities.

History & Context of the Creative Industries: Content, critique & competition

60 credits

This module enables you to create a critical, historical and theoretical framework within which to investigate and understand practices of creativity in relation to art, design and culture.

The module explores the connections between creativity and social and cultural change by focusing on a variety of case studies both historical and contemporary. It will place emphasis on the ways in which significant moments in cultural history, and the creative products and solutions that emerge from them, have been shaped by the input of multiple stakeholders who inhabit a variety of positions from artists and designers, to muses, theoreticians, patrons and engineers.

Alongside, you will also consider how both producers and consumers can play a role in instigating and influencing such change.

You will be introduced to the context of creative industries, classifying them and exploring what makes them distinctive and arguably idiosyncratic. Their development will be traced alongside the creation of intellectual property and protection legal frameworks. The economics of cultural production will lead into how digital innovations are disrupting existing models and value propositions. Running through the module will be the view that firms in the CCI can benefit from strategic thinking.

With a close focus on analysis of key case studies, a series of lectures, hacks, seminars, workshops, and tutorials will support your own emerging research interests and encourage the development of your historical knowledge, critical thinking and research skills.

The module thus helps you to make sense of the concerns emerging in your own disciplines and to take a critical and analytical view of your own ideas, motivations and interests and how these views can translate into commercial project work.

Year 2 examines art direction in depth. The modules and projects will develop your skills and understanding of what art direction brings to creative enterprises. This will include interpreting briefs and transforming the ideas of a company into a coherent visual identity to communicate with key audiences.  

You will study conceptualisation and visualisation, visual narratives and storyboarding, artwork commission, branding, entrepreneurship, managing risk, project management and strategy. 

You can choose to apply for a summer internship at the end of Year 2 to gain valuable experience and increase your employability.

Core modules

Art Direction

30 credits

This module aims to build understanding of the role of an Art Director in the conceptualisation and development of advertising, communication, content creation and branding messages for a business, institution or movement. The module will further develop theories of visual communication and graphic design skills introduced in HA4301 and HA4302 and explore the structure, processes and practices of the advertising sector. The focus within the module is on the visual appearance of advertising 2 or content (print, digital and video) and how the intended moods, information, concepts and values are translated into print, still, video and VR/AR work.

Customer Mindfulness

30 credits

This module is intended to establish the importance of the customer or end user during the production of your creative work. This is not necessarily a given as when work includes aesthetic, craft or technical codes, values and stakeholders there can be powerful alternative interests and requirements. Creative producers need to balance, determine possible areas of trade-off and occasionally deny or defend against commercial or cultural considerations. This module therefore problematises the cultural consumer, investigates their needs and behaviours, and analyses and discovers how (interactive) communication can be established with them, including consideration of ethical practices within the sector. A multi-channel perspective will be adopted with particular emphasis on digital consumer decision journeys and the creation of social media brand advocates.

Creative Project Management

30 credits

This module introduces you to the principles and practices of project management. You will have had some limited experience of working in projects during the Design Thinking (HA4303) module and will be able to use this as recognition of the need and benefits to developing skills in this aspect of creative professional practice. Much work in the Creative Industries is organised in projects and many creatives work as freelancers or in small agencies operating in a project based manner. Project management involves the identification and organisation of resources, aligning them to milestones and objectives so that at the completion of the project the outcome is valued by the client and the project team generates a return on their effort. While it is the case that creative projects share similar characteristics to those intended to be run by methodologies such as Prince2, they are also different. The module explores this difference and aims at providing an approach and encouraging attitudes to their organisation that will enable creative projects to be better managed.

Live case study

30 credits

This module provides you with an opportunity to apply your developing understanding of creative problem solving to real-world examples of problem conceptualisation, research and solution design. It will draw on the skills and problem solving techniques developed in the Visual Narrative and Design Thinking (HA4301) modules and the Creative Project Management (HA5305) module. Its main objective is to create a situation requiring professional level of interaction and the application of creative and design skills to the creation of a solution. This will prepare you for when you need to create and sell ideas into companies either for an agency or as a freelancer. Cases will be selected according to their relevance to each degree. Two scenarios are expected. One, the case will involve aspects of each degree and can be tackled by all students. Two, separate cases will be found to match each degree. Each organisation will bring a live or ‘as live', project for you to work on and produce a solution. The ‘liveness' of the project refers to the fact that it is a current issue that the organisation is currently experiencing and that you are working on a problem that therefore could contribute to, or change, how the organisation responds.

You have the option to take an additional year to study abroad.

Year 3 examines art direction in depth.

You will study cultural entrepreneurship and explore ways of building a sustainable independent career. You will further your knowledge and skills around art direction 

The major project in your final year will be a visual project, business or marketing plan, or consultancy project for a company. 

You will research and identify a current challenge around art direction and provide visual communication solutions that are tailored for the chosen audience. You will be challenged and guided by your supervisors to achieve your potential. 

Core modules

Art Direction 2

30 credits

This module deepens your understanding of the role and practices of an Art Director in advertising introduced in HA5301. In this module, the task of translating messages and moods, benefits and values is extended to that of the design of a fully integrated campaign. This module will allow you to experiment with a core advertising campaign message and produce a number of visual, typographical, editorial, social or content ideas that all adhere to the same core messaging

You will be provided conceptual frameworks through which to critically analyse integrated 360 campaigns, further explore how emerging technologies such as Snapchat Spectacles and Ad Blocking software are changing the advertising landscape. Narrative and digital. Practical projects involving the creation of prototype integrated advertising campaigns which will give students the opportunity to explore the practices and theories of producing concepts and content across multiple channels (social, TV, online, digital, experiential, immersive). The module will investigate how the multi-channel nature of advertising strategies affects the design of the message.


30 credits

This module explores what attitudes, skills and activities equip the entrepreneur in the Creative and Cultural Industries with the resources and decision-making skills to survive and thrive. It takes the term culturepreneur - originally one of derision, and problematises the distinctive features of enterprising people and teams that attempt to craft desirable value propositions for their users or customers while at the same time ensuring they capture sufficient revenue and build and deploy necessary reputational capital. The module is not intended to be a business planning module as though there maybe cases where enterprises are conceptualised and pitched it is also the case that entrepreneurship is a broader concept concerning the creation and execution of creative projects that involve enterprising or new formulations of value. In these cases ideas still need to be conceptualised, prototyped, resources identified and won.

The Major Project

60 credits

This is the programme's capstone module, a double weighted individual piece of work that provides an opportunity for you to consolidate and apply previous knowledge gained and skills acquired during your degree. It will be an opportunity to develop and express your creative self, demonstrated through the production of a major enquiry into and response to an issue experienced by people and organisations operating in the creative industries. The work will be theoretically informed and practically orientated and be relevant to the field of your degree; either Art Direction, Curation Exhibition and Events or Design Marketing.


The information above reflects the currently intended course structure and module details. Updates may be made on an annual basis and revised details will be published through Programme Specifications ahead of each academic year. The regulations governing this course are available on our website. If we have insufficient numbers of students interested in an optional module, this may not be offered.

Student work

Frida Skoglie is a current student who's enjoyed working on live briefs as part of this course:

"Live case studies has given me the chance to work with real clients. We got the chance to work on a group project and an individual project. We had very different clients with varying expectations, which was very interesting.

Working in a group really taught us the importance of planning and delegating. The amount of time we spent on creating a good brief and timeline, really came in handy later. We ended up creating different roles within the group, to make it all work. The group project gave us the chance to use everyone's individual talents, and also to explore and challenge ourselves.

One of the key things we learned was communicating with the client, always going back to their initial brief. This way we kept ourselves grounded and focused on the outcomes the client was looking for.

The part of the project we might have learned the most from was the final pitch: taking all the work we had done, and presenting it to the client in a good way, clearing showing our concepts and ideas. Before I started studying here I had no idea how much work goes into a good pitch. Working with real clients makes the whole project more interesting and serious. Knowing that you can use this on your CV is another motivating aspect. I feel like it prepares us for working in the creative industry more than a fictional brief does. Getting this type of responsibility as university students really gives us the chance to show how professional and dedicated we can be."

Entry requirements

112 tariff points

Typical offer

112 UCAS points from Level 3 qualifications (i.e. A Levels, BTEC Diploma, Access Diploma, IB Diploma, etc).

Additional requirements

All application forms and personal statements will be read and considered and selected candidates invited for an interview. We are looking for creative, critical and ambitious students.

The Course Leader would like to see evidence of your creative practice and/or evidence of your interest in creativity - this can be your instagram, Youtube channel, TikTok etc as well as a more traditional portfolio. You can include drawings, photographs, comics, animation, videos, graphics, storyboards, prototypes etc - think about how you can demonstrate your creativity / interest in creativity for this course.

We are keen to encourage students from a diverse range of backgrounds. Mature students and those with non-standard qualifications are welcome to apply and will be given the opportunity to meet with the course team to explore suitability and expectations.

We are also looking for potential and applicants who do not meet the formal entry criteria may be considered if the course team judges the application demonstrates additional strengths or alternative evidence, for example related academic or work experience, the quality of the personal statement, a portfolio of practical work, a strong academic or professional reference, or a combination of these.

If you need some inspiration for your portfolio, you're welcome to attend our Portfolio preparation short course.


All non-UK applicants must meet our English Language requirements. For this course it is Academic IELTS of 6.0 overall, with no element below 5.5

Teaching and assessment

Teaching includes workshops, lectures, seminars, tutorials, visits and student-led projects. Assessment includes practice-based work, essays, research portfolios, presentations, reflective reports, student-led and collaborative projects, blogs, business planning, collaborative project diaries, storyboarding, prototyping, development of client briefs, and live briefs.

Guided independent study

When not attending timetabled sessions you will be expected to continue learning independently through self-study. This typically will involve reading journal articles and books, working on individual and group projects, undertaking preparing coursework assignments and presentations, and preparing for exams. Your independent learning is supported by a range of excellent facilities including online resources, the library and CANVAS, the online virtual learning platform.

Academic support

Our academic support team here at Kingston University provides help in a range of areas.

Dedicated personal tutor

When you arrive, we'll introduce you to your personal tutor. This is the member of academic staff who will provide academic guidance, be a support throughout your time at Kingston and who will show you how to make the best use of all the help and resources that we offer at Kingston University.


24% of your time is spent in timetabled teaching and learning activity.

Type of teaching and learning

Year 1

Year 2

Year 3

Year 1
  • Scheduled teaching
  • Guided independent study
  • Supervised project work: 36 hours
Year 2
  • Scheduled teaching
  • Guided independent study
  • Supervised project work: 36 hours
Year 3
  • Scheduled teaching
  • Guided independent study
  • Supervised project work: 36 hours


Assessment typically comprises practical (e.g. presentations, performance) and coursework (e.g. essays, reports, self-assessment, portfolios and dissertation). The approximate percentage for how you will be assessed on this course is as follows, though depends to some extent on the optional modules you choose:

Type of assessment

Year 1

Year 2

Year 3

Year 1
  • Coursework
  • Practical: 0%
Year 2
  • Coursework
  • Practical
Year 3
  • Coursework
  • Practical

Feedback summary

We aim to provide feedback on assessments within 20 working days.

Your timetable

Your individualised timetable is normally available to students within 48 hours of enrolment. Whilst we make every effort to ensure timetables are as student-friendly as possible, scheduled teaching can take place on any day of the week between 9.00am and 6.00pm. For undergraduate students Wednesday afternoons are normally reserved for sports and cultural activities, but there may be occasions when this is not possible. Timetables for part-time students will depend on the modules selected.

Class sizes

To give you an indication of class sizes, this course normally attracts 35 students and lecture sizes are normally 35. However this can vary by module and academic year.

Fees for this course

2020/21 fees for this course

The tuition fee you pay depends on whether you are assessed as a 'Home' (UK or EU), 'Islands' or 'International' student. In 2020/21 the fees for this course are:

 Fee category Amount
Home (UK and EU students) £9,250*
International Year 1 (2020/21): £14,600
Year 2 (2021/22): £15,000
Year 3 (2022/23): £15,450

* For full time programmes of a duration of more than one academic year, the published fee is an annual fee, payable each year, for the duration of the programme. Your annual tuition fees cover your first attempt at all of the modules necessary to complete that academic year. A re-study of any modules will incur additional charges calculated by the number of credits. Home/EU tuition fees may be subject to annual increases but will not increase by more than the fee caps as prescribed by the Office for Students or such other replacing body. Full time taught International fees are subject to an annual increase and are published in advance for the full duration of the programme.

Eligible UK and EU students can apply to the Government for a tuition loan, which is paid direct to the University. This has a low interest-rate which is charged from the time the first part of the loan is paid to the University until you have repaid it.

2019/20 fees for this course

The tuition fee you pay depends on whether you are assessed as a 'Home' (UK or EU), 'Islands' or 'International' student. In 2019/20 the fees for this course are:

 Fee category  Amount
Home (UK and EU students) £9,250*
International Year 1 (2019/20): £14,200
Year 2 (2020/21): £14,600
Year 3 (2021/22): £15,000
Islands (Channel Islands and Isle of Man) To be confirmed by the Island Authorities

* For full time programmes of a duration of more than one academic year, the published fee is an annual fee, payable each year, for the duration of the programme. Your annual tuition fees cover your first attempt at all of the modules necessary to complete that academic year. A re-study of any modules will incur additional charges calculated by the number of credits. Home/EU tuition fees may be subject to annual increases but will not increase by more than the fee caps as prescribed by the Office for Students or such other replacing body. Full time taught International fees are subject to an annual increase and are published in advance for the full duration of the programme.

Eligible UK and EU students can apply to the Government for a tuition loan, which is paid direct to the University. This has a low interest-rate which is charged from the time the first part of the loan is paid to the University until you have repaid it.

Additional costs

Depending on the programme of study, there may be extra costs which are not covered by tuition fees, which students will need to consider when planning their studies.

Tuition fees cover the cost of your teaching, assessment and operating University facilities such as the library, IT equipment and other support services. Accommodation and living costs are not included in our fees. 

Text books

Our libraries are a valuable resource with an extensive collection of books and journals as well as first-class facilities and IT equipment. You may prefer to, or be required to, buy your own copy of key textbooks.

Computer equipment

There are open-access networked computers available across the University, plus laptops available to loan. You may find it useful to have your own PC, laptop or tablet which you can use around campus and in halls of residences.

Free WIFI is available on each of the campuses.


In the majority of cases coursework can be submitted online. There may be instances when you will be required to submit work in a printed format. Printing and photocopying costs are not included in your tuition fees.


Travel costs are not included but we do have a free intersite bus service which links the campuses and halls of residence.

For this course you will be 

  • involved in processes of making, as means of exploration, experimentation, and understanding your practice, by using a diverse range of media and materials
  • required to purchase your own copy of books, for required reading
  • required to produce physical artefacts for assessment 
  • able to participate in optional study visits and/or field trips

However, over and above this you may incur extra costs associated with your studies, which you will need to plan for.

In order to help you budget, the information below indicates what activities and materials are not covered by your tuition fees 

  • personal laptops and other personal devices 
  • personal copies of books 
  • optional study visits and field trips (and any associated visa costs)
  • printing costs
  • your own chosen materials and equipment
  • costs of participating at external events, exhibitions, performances etc.

The costs vary every year and with every student, according to the intentions for the type of work they wish to make. Attainment at assessment is not dependent upon the costs of materials chosen.

Note for EU students: UK withdrawal from the European Union

EU students starting a programme in the 2019/20 academic year will be charged the same fees as those who began in 2018/19 (subject to any annual increase in accordance with the applicable terms and conditions and the Kingston University fees schedule).

They will also be able to access the same financial support for the duration of their course as students who began in 2018/19, even if their degree concludes after the UK's exit from the EU.

No assurances have yet been made regarding 2020/21 and beyond. Updates will be published here as soon as they become available.


You'll use our studio spaces and facilities to experiment and explore new ways to push the boundaries of projects and open discourse across disciplines. Collaborative and multi-disciplinary teamwork is actively encouraged between students, across faculty courses, international institutions and with industry.

Throughout the course, you'll be encouraged to explore and develop expertise in current design approaches, techniques, media, and application including branding, editorial, interactive design, packaging and 3D design, advertising, information design, digital moving image, sustainable and experiential design. Skills and techniques such as typography, photography, moving image, printmaking, rapid proto-typing, analysis and research, human factors, presentation, interactive and graphic software all support project work by helping realise solution-led ideas.

After you graduate

This degree prepares you for a career in art direction and advertising in creative enterprises such as fashion and media. Once you graduate, you will be ready to apply your commercial expertise to the creative industries, combining your understanding of art design and knowledge of commercial practices.

Key information set

The scrolling banner(s) below display some key factual data about this course (including different course combinations or delivery modes of this course where relevant).

Undergraduate study
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