The programme is suitable for both students who intend to work in industry settings and students who aspire to developing a career in academia.  It seeks to prepare students for advanced professional careers in the creative industry or entrepreneurial aspirations, and can become a catalyst for further studies at a doctoral level.

Taught in a progressive, industry aligned environment, students are empowered to explore advanced graphic design problems by applying rigorous research methods, focusing on user-centred investigations as well as innovative technical experimentations. The programme structure allows students to transition from generalist graphic designers/image-makers to specialists by encouraging radical enquiries that expand thinking beyond conventional approaches. Supervised by experts in the field of graphics, user experience/interface, illustration or animation, students on the course will receive support to propose future facing, internationally relevant solutions to build their professional or research profile, opening up opportunities to work in senior roles in the creative industry or to study at PhD level.