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Develop a professional brand identity for potential employers and clients
Assessment Strategies
Written Product
Criteria
Document includes marketing assets, personal position statement, and messaging strategy
Identity includes logos, brand colors (two-three colors), and color palette
Identify includes at least two consistent fonts
Brand voice describes brand to potential employers and clients
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Develop a visual style and branding
Assessment Strategies
Digital File (Portfolio)
Criteria
Portfolio shows evidence of a consistent visual identity and personal brand
Portfolio shows evidence of consistency in color, tone, subject matter, and composition
Portfolio depicts a cohesive visual narrative
Portfolio enhances your photographic voice and personal style
Visual style incorporates basic branding principles (logo, typefaces, tone of presentation)
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Prepare images for maximum impact and relevance to your niche
Assessment Strategies
Skill Demonstration, Final Images (15-20)
Criteria
Images are selected from raw shoot
Images are edited using commercial image editing current practices (retouching, color, grading)
Sequence of images tell a story or support a balanced logical flow
Images are balanced for technical quality and emotional impact
Images are of high quality and similar in quality across all images
Respond to feedback from professional photographer
Respond to feedback from peer and/or instructor
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Assemble a digital photographic portfolio that exemplifies the professional persona
Assessment Strategies
Website
Criteria
Portfolio includes your best work
Portfolio includes a minimum of 15 images
Portfolio is submitted to Portfolio Show Website
URL is submitted on time for faculty review prior to the Portfolio Show
Portfolio is organized in logical groupings or categories
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Create a personal project: “Working to a Theme”
Assessment Strategies
Project, Digital Files (at least six images)
Criteria
Proposal identifies the topic and plan for presentation (book, digital file etc.)
Images differ than what’s in portfolio
Project includes a minimum of six images
Include photos that show your personal interests in photography
Project is displayed at Portfolio Show
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Evaluate portfolio components and persona (peer assessment critique)
Assessment Strategies
Written Product, Oral Response
Criteria
Evaluate peer portfolio and persona using provided criteria for basis of judgment
Verbally respond and/or write feedback to peer in language that is inclusive and respectful
Feedback identifies areas that meet criteria
Feedback identifies areas that need action according to criteria
Verbally respond and/or write feedback of interpretations offered by instructor and professional photographer
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Create or update a professional resume and supporting “wrap around” communications
Assessment Strategies
Written Product
Criteria
Documents meet professional standards for effective communication of experience, skills, and education
Documents reflect achievements and skills acquired during the Madison College program
Communicate with those viewing your resume, such as a thank you message
Identify your goal, such as employment
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Analyze market and client needs within your community
Assessment Strategies
Report, Presentation
Criteria
Identify two genres as part of your commercial portfolio (such as fashion, product, food, real estate, corporate, or lifestyle)
Analysis includes research results of existing photographers within your community
Analysis identifies ways to connect with existing photographers
Analysis identifies opportunities for photography within community
Analysis identifies community-specific strategies to find clients
Report identifies a favorite website and website features of another photographer
Presentation describes target industries, clients, and trends in commercial photography
Presentation displays your website’s navigation
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Create a presentation-ready professional portfolio
Assessment Strategies
Digital File, Website
Criteria
Portfolio format is accessible online
Portfolio is digital (website, PDF)
Online platform is used (e.g., smugmug, Adobe Portfolio, Squarespace, Behance, or Instagram)
Website includes artist statement and project descriptions
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Present portfolio at the public Madison College portfolio show and website
Assessment Strategies
Physical Display of Work, Oral Presentation, Digital Portfolio, and Print during public Madison College show
Criteria
Describe the role of personal appearance and clothing during in person employment seeking events
Verbally introduce yourself
Verbally describe your images to show attendees
Present your business card to attendees
Verbally respond to portfolio show attendees
Project a positive style with a smile
Portfolio presentation is submitted to Portfolio Show Website
One image is submitted for creation of a gallery print
Presentation displays your gallery print