This document contains two rubrics - a traditional rubric and an untraditional rubric. The traditional rubric lists expectations for different roles (Fry Cook, Intern, Art Director, Creative Director) across various categories related to strategy, design, execution, and presentation. The untraditional rubric is more flexible and allows for partial points across those same categories. It then shows an example of grading a project using this flexible rubric and assigning a letter grade based on the percentage of points earned out of the total possible.
6. Untraditional Rubric
Fry Cook Intern Art Director Creative Director
STRATEGY & PLANNING
Client Discovery
Gathers minimal client
expectations.
Determines client expectations,
preferences, and/or intended
outcomes.
Elicits client expectations, preferences, defines
intended outcomes, target market, and/or project
constraints (time, budget, etc.).
Leads client through discovery process yielding
client expectations, preferences, intended
outcomes, target market, and project constraints
(time, budget, etc.). Discovers insights in to the
client/brand.
Creative Brief
Does not develop a creative
brief prior to
design/execution.
Makes assumptions about
audience and competitors, leaving
some holes in the creative brief.
Develops creative brief that communicates
general knowledge of audience preferences and
some key messages from the competition.
Defines brand USP or benefits.
Develops comprehensive creative brief that
clearly communicates insight in to the intended
audience and identifies competitors’ key
messages.
Media
Chooses media that is easiest
to produce, not necessarily
because it’s the best fit.
Chooses media that is easiest to
produce, not necessarily because
it’s the best fit.
Suggests media depending on client
expectations, budget and timeline.
Determines best media depending on client
goals, budget and timeline. Utilizes it to the
advantage of the design.
DESIGN/EXECUTION
Conceptual Thinking
Phones it in. Jumps straight to design before
sketching out concepts.
Sketches out some thumbnails throughout
concept development.
Sketches out step-by-step thumbnails
throughout concept development. Adheres to
deadlines for concepts during the development
process.
Creativity and Originality
Copy and pasted. Recycles a design solution that
has been seen before.
Attempts new and original ways of solving a
design problem.
Generates new and original way of solving a
design problem.
Artistry/Composition
Scribble scrabbles. Exhibits lack of understanding of
design fundamentals or technical
skills.
Exhibits understanding of design fundamentals
and technical skills.
Exhibits mastery of design fundamentals and
technical skills.
Incorporating Feedback
Ignores feedback. Works in a bubble and does not
accept changes to improve
execution.
Considers changes to improve execution
throughout production.
Incorporates changes to improve execution
throughout production.
PRESENTATION
Content/Structure
Does not give thought to
structure or order.
Makes it difficult to follow
presentation through from
beginning to end.
Structures presentation in an order that makes
sense.
Methodically structures presentation in an
orderly flow.
Delivery
Mumbles and uses slang. Bors audience and does not
persuade them. Speaks unclearly
and uses some slang.
Holds audience attention for a period of time.
Speaks clearly and does not use slang.
Holds audience attention and wins them over to
their point of view. Speaks clearly and does not
use slang. Incorporates professional
terminology.
7. Flexible
Fry Cook Intern Art Director Creative Director
STRATEGY & PLANNING
Client Discovery
Gathers minimal client
expectations.
Determines client expectations,
preferences, and/or intended
outcomes.
Elicits client expectations, preferences, defines
intended outcomes, target market, and/or project
constraints (time, budget, etc.).
Leads client through discovery process yielding
client expectations, preferences, intended
outcomes, target market, and project constraints
(time, budget, etc.). Discovers insights in to the
client/brand.
Creative Brief
Does not develop a creative
brief prior to design/execution.
Makes assumptions about audience
and competitors, leaving some
holes in the creative brief.
Develops creative brief that communicates general
knowledge of audience preferences and some key
messages from the competition. Defines brand USP
or benefits.
Develops comprehensive creative brief that clearly
communicates insight in to the intended audience
and identifies competitors’ key messages.
Media
Chooses media that is easiest
to produce, not necessarily
because it’s the best fit.
Chooses media that is easiest to
produce, not necessarily because
it’s the best fit.
Suggests media depending on client expectations,
budget and timeline.
Determines best media depending on client goals,
budget and timeline. Utilizes it to the advantage of
the design.
DESIGN/EXECUTION
Conceptual Thinking
Phones it in. Jumps straight to design before
sketching out concepts.
Sketches out some thumbnails throughout concept
development.
Sketches out step-by-step thumbnails throughout
concept development. Adheres to deadlines for
concepts during the development process.
Creativity and Originality
Copy and pasted. Recycles a design solution that has
been seen before.
Attempts new and original ways of solving a design
problem.
Generates new and original way of solving a
design problem.
Artistry/Composition
Scribble scrabbles. Exhibits lack of understanding of
design fundamentals or technical
skills.
Exhibits understanding of design fundamentals and
technical skills.
Exhibits mastery of design fundamentals and
technical skills.
Incorporating Feedback
Ignores feedback. Works in a bubble and does not
accept changes to improve
execution.
Considers changes to improve execution throughout
production.
Incorporates changes to improve execution
throughout production.
PRESENTATION
Content/Structure
Does not give thought to
structure or order.
Makes it difficult to follow
presentation through from
beginning to end.
Structures presentation in an order that makes
sense.
Methodically structures presentation in an orderly
flow.
Delivery
Mumbles and uses slang. Bors audience and does not
persuade them. Speaks unclearly
and uses some slang.
Holds audience attention for a period of time.
Speaks clearly and does not use slang.
Holds audience attention and wins them over to
their point of view. Speaks clearly and does not
use slang. Incorporates professional terminology.
8. POINTS Possible 1 2 3 4
POINTS Earned Fry Cook Intern Art Director Creative Director
STRATEGY & PLANNING
0
(did in class)
Client Discovery
Gathers minimal client
expectations.
Determines client expectations,
preferences, and/or intended
outcomes.
Elicits client expectations, preferences, defines
intended outcomes, target market, and/or project
constraints (time, budget, etc.).
Leads client through discovery process yielding
client expectations, preferences, intended
outcomes, target market, and project constraints
(time, budget, etc.). Discovers insights in to the
client/brand.
0
(did in class)
Creative Brief
Does not develop a creative
brief prior to
design/execution.
Makes assumptions about
audience and competitors, leaving
some holes in the creative brief.
Develops creative brief that communicates
general knowledge of audience preferences and
some key messages from the competition.
Defines brand USP or benefits.
Develops comprehensive creative brief that
clearly communicates insight in to the intended
audience and identifies competitors’ key
messages.
3
Would have to see how
your ad translated to other
social media
Media
Chooses media that is easiest
to produce, not necessarily
because it’s the best fit.
Chooses media that is easiest to
produce, not necessarily because
it’s the best fit.
Suggests media depending on client expectations,
budget and timeline.
Determines best media depending on client
goals, budget and timeline. Utilizes it to the
advantage of the design.
DESIGN/EXECUTION
4
I loved the variations of
logos you showed
Conceptual Thinking
Phones it in. Jumps straight to design before
sketching out concepts.
Sketches out some thumbnails throughout
concept development.
Sketches out step-by-step thumbnails throughout
concept development. Adheres to deadlines for
concepts during the development process.
4
Great headline!
Creativity and Originality
Copy and pasted. Recycles a design solution that
has been seen before.
Attempts new and original ways of solving a
design problem.
Generates new and original way of solving a
design problem.
4
Artistry/Composition
Scribble scrabbles. Exhibits lack of understanding of
design fundamentals or technical
skills.
Exhibits understanding of design fundamentals
and technical skills.
Exhibits mastery of design fundamentals and
technical skills.
4
Incorporating Feedback
Ignores feedback. Works in a bubble and does not
accept changes to improve
execution.
Considers changes to improve execution
throughout production.
Incorporates changes to improve execution
throughout production.
PRESENTATION
4
Content/Structure
Does not give thought to
structure or order.
Makes it difficult to follow
presentation through from
beginning to end.
Structures presentation in an order that makes
sense.
Methodically structures presentation in an orderly
flow.
4 Delivery
Mumbles and uses slang. Bors audience and does not
persuade them. Speaks unclearly
and uses some slang.
Holds audience attention for a period of time.
Speaks clearly and does not use slang.
Holds audience attention and wins them over to
their point of view. Speaks clearly and does not
use slang. Incorporates professional terminology.
27
(96%)
TOTAL
Points Earned
Grading with a Rubric
9. 28pts possible/27pts earned=
Letter Grade A
Characterization Creative Director
Range 100-93
96%
Letter Grade B
Characterization Art Director
Range 92-85
Letter Grade C
Characterization Intern
Range 84-78
Letter Grade D
Characterization Fry Cook
Range 77-72
Letter Grade F
Characterization Failing
Range 71-Below
