1. Work should be polished, sophisticated, highly developed, highly appropriate and accomplished in order to reach a high standard.
2. Strongest work had clearly been supported by focus research, detailed planning, attention to detail and a strong, sustained concept based solidly on the requirements.
3. Most candidates managed to explore the cross-media aspects of the the brief very well, with some excellent links being made between products.
4. Excellent examples included the full range of production details, with some well-considered and appropriate photography and an overall aesthetic across all products.
5. Stronger magazines chose their fonts with discrimination and showed control in terms of size and leading .
6. The best work used a variety of images on the contents, with page numbers on the images anchoring them to the written contents and appropriately laid out and sized text.
7. Many magazines contracted representation really well, with subtle but thoughtful differences around nationality, class, aspiration as well as ethnicity and gender. Some of the most interesting work questioned issues of normative gender stereotypes.
8. For the online website product some superb examples were seen, with many going beyond the specifics of the brief in terms of the amount of material included, both in terms of visuals and the copy.
9. The best sites exhibited effective, bespoke photography and copy, often capturing a tone appropriate to the needs of the intended audience, with a degree of sophistication being clear.
10. Top end work ensured that traffic was driven between the website and magazine with well designed consistent branding.
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