The global skills and competency framework for the digital world

Graphic design GRDN

Creating and applying visual concepts to communicate ideas, enhance aesthetics and improve user experience across digital and print media.

Revision notes

Updates for SFIA 9

  • This is a new skill introduced in SFIA 9.
  • Theme(s) influencing the updates for this new skill: Application of SFIA skills for digital service design and delivery.
  • Previous SFIA assessments or skills mapping of other SFIA skills are not impacted by this new skill. See also Content design and authoring and User experience design

Guidance notes

Graphic design encompasses a broad range of activities including typography, colour theory, layout and visual storytelling.

Activities may include, but are not limited to:

  • creating visual elements and layouts for digital and print media
  • interpreting and applying research findings to inform design decisions
  • applying design principles to ensure visual consistency and effectiveness and that content is accessible and inclusive to all users
  • developing and iterating design prototypes based on feedback and research findings
  • ensuring designs adhere to brand guidelines and assignment specifications
  • collaborating with stakeholders to understand and meet design requirements
  • maintaining and organising design assets and libraries
  • developing and implementing design processes and guidelines
  • creating high-quality graphics and visual elements using design software
  • producing design mock-ups and interactive prototypes
  • using specialised hardware/equipment for design tasks.

Understanding the responsibility levels of this skill

Where lower levels are not defined...
  • Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.
Where higher levels are not defined...
  • Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.

Developing skills and demonstrating responsibilities related to this skill

The defined levels show the incremental progression in skills and responsibilities.

Where lower levels are not defined...

You can develop your knowledge and support others who do have responsibility in this area by:

  • Learning key concepts and principles related to this skill and its impact on your role
  • Performing related skills (see the related SFIA skills)
  • Supporting others who are performing higher level tasks and activities
Where higher levels are not defined...
  • You can progress by developing related skills which are better suited to higher levels of organisational leadership.

Show/hide extra descriptions and levels.

Levels of responsibility for this skill

1 2 3 4 5

Graphic design: Level 1

Level 1 - Follow: Essence of the level: Performs routine tasks under close supervision, follows instructions, and requires guidance to complete their work. Learns and applies basic skills and knowledge.

Creates simple visual elements under supervision.

Applies basic design principles. Uses design software to produce simple graphics. Supports the maintenance of design assets and libraries.

Participates in design reviews and incorporates feedback.

Helps with routine tasks such as resizing images, preparing files for print or digital use and organising design assets.

Graphic design: Level 2

Level 2 - Assist: Essence of the level: Provides assistance to others, works under routine supervision, and uses their discretion to address routine problems. Actively learns through training and on-the-job experiences.

Assists the creation of visual elements and layouts for digital and print media under routine supervision.

Applies design principles to produce consistent and effective visuals. Uses design software to create and edit graphics, preparing mock-ups and prototypes. Conforms to brand guidelines and assignment specifications.

Responds to feedback and research findings to revise designs.

Participates in research activities to inform design decisions and understand user needs.

Graphic design: Level 3

Level 3 - Apply: Essence of the level: Performs varied tasks, sometimes complex and non-routine, using standard methods and procedures. Works under general direction, exercises discretion, and manages own work within deadlines. Proactively enhances skills and impact in the workplace.

Designs visual concepts and layouts for a range of media.

Works with stakeholders to understand design requirements.

Produces high-quality graphics and visual elements using design software. Develops prototypes and iterates based on feedback. Applies brand guidelines and assignment specifications.

Contributes to the development of design standards and recognised good practices.

Graphic design: Level 4

Level 4 - Enable: Essence of the level: Performs diverse complex activities, supports and guides others, delegates tasks when appropriate, works autonomously under general direction, and contributes expertise to deliver team objectives.

Designs visual concepts and comprehensive designs for complex assignments.

Engages with clients and stakeholders to elicit and document design requirements and goals. Manages design assignments from concept to final delivery.

Creates detailed design mock-ups and interactive prototypes. Reviews and approves design work, ensuring alignment with brand standards and evidence-based practices.

Develops and implements design processes, guidelines and recognised good practices to enhance design quality and effectiveness.

Graphic design: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for delivering significant work outcomes, from analysis through execution to evaluation.

Manages graphic design activities for the organisation, ensuring designs are research-driven and aligned with business objectives.

Oversees multiple design initiatives, ensuring high-quality, consistent output. Engages with senior stakeholders to align design goals with business objectives and user needs.

Develops research-informed visual solutions to strengthen brand identity and user experience.

Leads the creation and adoption of design standards, processes and recognised good practices. Provides authoritative advice on visual design trends and evidence-based practices, ensuring designs meet all required specifications and brand guidelines.

Keywords
New skill