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an sixty weeks transform someone into a world class problem solver? We think so. The young men and women who make their sixty week commitment to the Brandcenter think so, too. The evidence is found in how fast our graduates get jobs, and in the starting salaries of those jobs. But, I think the best evidence is found in the students’ work. Work that is unpredictable, riveting and precise. That is what this magazine is dedicated to - powerful ideas that result from collaborative efforts of all the people in our five tracks: Copywriting, Art Direction, Strategy, Creative Brand Management and Experience Design. These pages showcase ideas and content from the students in their second year here, just as they are ready to graduate. Under the guidance and high standards of the Brandcenter faculty, these students have learned that average simply doesn’t cut it. “Not good enough” is that - not good enough. We are proud that the Brandcenter is considered the #1 postgraduate advertising/communications school in America. We are equally proud of the people who are launched into their careers from here. We are particularly proud of the creative work they have done, and will do, throughout their lives. To the students who created this work - we commend you and wish you nothing but the best. To everyone else, enjoy this glimpse of what the Brandcenter is all about. 3
Brad Armstrong, Interim Executive Director Photo: Wayne Gibson
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NE V E R
F L A T.
YI N G T OP P L A S R E V NE
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IF YOU THOUGHT SPIES WERE A THING OF THE PAST,
YOU HAVEN’T LOOKED NEXT DOOR.
GPS PODCAST/AR TOUR: There’s a reason the Spy Museum is in D.C.: it’s the espionage center of the world. Starting at the museum, this tour of the capital uses AR and audio to drop you into the stories behind some of history’s most famous events. SPALDING NEVER FLAT BASKETBALL: AD: Eddy Allen CW: Sam Dworkin SPY MUSEUM: AD: Hunter Carr CW: Brian Marcolini 6
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NOT YOUR FATHER’S ROOT BEER: AD: Eddy Allen CW: Thea Ryan CHUCKIT!: AD: Sarah Wallace CW: Josh Clayton
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A couple sitting across the aisle split a candy bar as they looked out their window, unspeaking. Looking out my own window, I remembered when you told me, “It is what it is.” That was right before you asked me to return your favorite windbreaker and copy of The Shining.
I disagree.
Not everything is so simple, neatly folded and packed in a box. You didn’t see what I saw. There are oceans a thousand miles from the coast. Quiet towns house more than ghosts. Some travelers have no destination. A candy bar split in two is more than chocolate and nougat.
I had to find you and tell you.
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GREYHOUND: AD: GL Richardson CW: Thea Ryan
TIC TAC: AD: GL Richardson CW: Jack McNamara 10
Thea Ryan, CW
Photo: Lynn Nakamura 11
I grew up in Alabama, but I
Creativity is a friend who you
It helps to remember that you
barely have an accent, so I’m a secret
think hates you, but then they shock
are not the President of the United
Southerner. “War Eagle” and “Bless
you with a surprise party on a ran-
States. When you treat your fake ads
your heart” are crucial phrases in
dom day of the week.
like they can save lives, the creativity
my life, though.
I love Soduku, crosswords, jigsaw
stops flowing.
The Brandcenter is located equi-
Three things keep me up at night.
puzzles, and anything else that lets
distant from two different 7/11’s.
First and foremost is my Brandcen-
me find clear answers after hours of
If you get self-conscious about the
ter work. Second is adding things to
thinking about ads. I also enjoy dy-
amount of sketchy snacks you buy at
various online carts that I will never
ing my hair different colors, which
one location, you can just switch it
purchase. Third is watching Aaron
lets me feel a sense of control after
up the next time. That’s creativity.
Carter interviews on YouTube.
hours of thinking about ads. It’s good to practice things differ-
I love the people at Brandcenter
I wanted a career where I would
ently, no matter what you’re doing.
because they make the all the stress
be around creative people and avoid
For example, when the Brandcenter
and late nights worth it.
boredom. More importantly, I want-
makes me break out, I just think of
ed to help consumers appreciate
my pimples as beauty marks. How
painted in bright colors so I can stay
their toilet paper in new ways.
creative is that?
awake longer.
I also love how the floors are
Creativity is putting things to-
My ads are SCARY good. Just
Fourth semester feels like you are
gether that haven’t been put together
kidding, Uncertainty is pretty scary.
about to walk onto a stage totally
before. It’s kind of like matchmak-
It’s impossible to know if people will
naked to play the trombone or some-
ing. It doesn’t always work out, but
like what you make, or even if you
thing. But it’s cool because someone
when it does, there’s a ton of kissing.
will like it.
might give you a job for doing that. 12
MERRIAM-WEBSTER: AD: Mike Lee CW: Clayton Notestine HI-LITER: AD: Mike Lee CW: Thea Ryan ST: Hunter Kelly
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REAL LIFE SKILL SHARE. An interactive wall lets people leave tips and mini lessons on sticky notes categorized by topic.
PEOPLE TEACHING PEOPLE. 1. cut along dotted lines 2. fold along solid lines 3. tape the rectangles together. 4. scan the code to learn something different everyday.
ique! Code is un This QR y every da Scan me ent lesson. fer dif a for
BUSINESS CARDS FOR SKILLSHARE EMPLOYEES. The back end of the code is a lesson that changes every day, making it an infinite source of inspiration.
QR CODE LOGO We took the opportunity to re-imagine the Skillshare logo to also serve as a QR code. Business cards for Skillshare employees, promo material for new users, out of home advertisements—they all can utilize this QR code to introduce classes to new users, as well as to keep current ‘students’ engaged. POSTCARDS. Custom postcards that can be folded into a freestanding piece of ‘art.’
WONDER BREAD: AD: Lynn Nakamura CW: Dominic Johns SKILLSHARE: AD: Lynn Nakamura CW: Evan Chiplock 16
DESCRIPTION Pocket by PNC Bank is a financial service to help on-board undocumented immigrants into the American banking system. Users will exchange cash for a Pocket secured debit card at any local bodega without revealing personal information. Once scanned, this card will connect with the Pocket app. As undocumented immigrants use Pocket, they’ll learn how banks will issue accounts and taxpayer numbers with proof of foreign ID without alerting the government of their status. Pocket services provide a paper trail and are the first step toward amnesty initiatives and reduced crime rates. We designed for brick phones and smartphones to encompass all socioeconomic situations. Non-smartphones will use Pocket services through SMS texting.
POCKET BY PNC BANK: XD: Berfin Ayhan XD: Jenny Chau
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FINAL DRAFT: AD: Shifra Samuel CW: Brianna Gross ST: Andrew Tuchow 18
Haiku Forest Students today, while seemingly more connected than ever, are increasingly more distant from and unaware of their surroundings. Haiku Forest, a park of changing seasons, encourages students and professors to slow down, lift their eyes from their screens, and enter a more natural and mindful state. The flora and wooden structures throughout the park accentuate the passing of time, presenting an ideal space to practice Haiku. Fluttering birds are brought to life through projection mapping. Birds are powered by artificial intelligence and engage with visitors as they pass, and even remember students who visit often. Semifinalist in the 2017 Walt Disney Imagineering Competition
CHALLENGE Create new outdoor spaces within your own college.
Pods Pods offer highly customizable personal spaces. Magic Bands allow students to access the Pods, stream
Saplings
personal music playlists within them, and even trigger out-of-season-
Saplings provide balconies for outdoor work and play. Saplings
snow storms.
are highly responsive to the seasons and adapt throughout the year. Window panes fog throughout the winter, providing students natural whiteboards to solve equations and doodle.
Poetry Students and faculty are encouraged to explore the art of Haiku throughout the forest. Poetry is written on cardstock and submitted to the mailbox at the Tree of Tomorrow. Submissions are organized, bound in books, and returned to students on graduation day.
Tree of Tomorrow The Tree of Tomorrow, the central and most social structure in the forest, is where guests meet friends for coffee at Kigo’s Kafe, view short films in The Observatory, and send and receive mail at The Mailbox. The Tree of Tomorrow is also of significance as it is where guests submit their poetry. Submissions are tracked, digitized, and saved for all guests. Upon graduation, seniors receive an elegantly wrapped memento from the forest encasing their college experience.
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HAIKU FOREST: AD: Mike Lee AD: Lynn Nakamura AD: Casey Phillips XD: Tommy Carroll FRONTIER AIRLINES: AD: Mike Lee CW: Dominic Johns
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I was born and raised in Philadelphia. My parents were both very hard workers, which meant their son needed to be a hard worker. So I worked at a grocery store the first 18 years of my life, often making mistakes and learning from them. The biggest lesson I’ve learned - The only shortcut in life is getting it right the first time. Growing up with a language barrier required me to use alternative methods of communication, whether it be body language, drawing, or even mixing two languages at once. Advertising seems like a natural fit because it’s communicating to another person without barriers. If I can, I’d like to get rid of them. From my understanding of water bottle physics, the flow of water needs a substantial source of ventilation to obtain constant motion. If the flow of air into the bottle is blocked, then an explosion of unwanted water-on-face is imminent. You’ll have to do laundry. Naturally, the flow of ideas must be the same. If you’re stuck on something or don’t like the idea of self-implosion, go outside and get some fresh air. Sometimes I try to remind myself I’m obsessed with being “creative” even if I know I’m not. Being obsessed with something is a good enough excuse to keep going. The hard part is finding what to obsess about because batteries are definitely not included. 21
Mike Lee, AD
Photo: Lynn Nakamura 22
MÃœTTER MUSEUM OF MEDICAL DISCOVERIES: AD: Lynn Nakamura CW: Evan Chiplock 23
BUSHNELL BINOCULARS: AD: Allison Rinaldi ELMER’S GLUE: AD: Hunter Carr CW: Jack McNamara 24
CONCEPT: Crayola Color Escapes are a line of coloring books made especially for adults featuring animals and nature. But adults might be dealing with situations that are even more... ahem...adult while they meditate and color.
Where Can’t You Wear a Horse Mask is a limited edition coloring book that explores one man’s desire to wear a horse mask in public places. This book can be distributed at bars for hours of coloring fun and conversation starters.
CRAYOLA COLOR ESCAPES - ADULT COLORING BOOKS: AD: Allison Rinaldi CW: Parth Raval 25
SHUN KNIVES: AD: Mike Rodriguez CW: Kate Ursu 26
PROBLEM: What’s the most catastrophic situation a woman can find herself in? Being without a tampon when she needs it most. SOLUTION: Introducing Unite by Kotex. Using this app, women in need can request a tampon or pad and others nearby can come to the rescue. When you find yourself without a tampon, follow the steps to request one from someone nearby.
You can respond to a call for help when someone nearby asks for a tampon. COMPLETE USER JOURNEY: REQUEST A TAMPON
COMPLETE USER JOURNEY: GIVE A TAMPON
UNITE BY KOTEX: AD: Allison Rinaldi XD: Coryn Bajema 27
STIHL CHAINSAWS: AD: Brittani Kelzenberg CW: Josh Clayton 28
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MERCHANDISE: A leash makes carrying your board easier because you’re not carrying it at all. SECTOR 9: AD: Lynn Nakamura CW: Brendan Howard 30
I wanted to work in advertising the second I found out that agencies have ping-pong tables and snacks. Also, I really love the idea of being able to wear jeans to work. I grew up in Cleveland, Ohio - which means I’m comfortable with losing every now and again, and again, and again. Cleveland has become so well acquainted with failure that we find ways to celebrate it. Just this year, the Browns went 0 and 16, and the city put on a parade. There’s always something to be learned from a loss, so you can imagine how smart us Clevelanders have become over the years. If creativity were an Uber driver, I would give it 1.5 stars. It shows up - but only after I’ve called about 10 times. It does arrive, it’s waiting in the wrong spot. We drive down the side streets and makes tons of unnecessary U-turns. The route is never direct and I almost always end up in random places I didn’t ask to go. However, those places usually have drive -thrus with french fries - which makes it all worth it. Creativity is figuring out how to turn off the lights across the room without leaving your bed. 31
Katelyn Ursu, CW
Photo: Lynn Nakamura 32
A retreat of solitude into acres of the vast unknown is much needed when you have a bunch of chatty roommates.
She always insisted on letting everyone know when she did her job. Everyone always insisted on avoiding her.
PastureRaised. Organic. CertifiedHumane. PaleoApproved. Gluten-Free. NoAntibiotics.NoHormones. Non-GMO. Yada.Yada.Yada.Greatestyou’llevereat,Egg.
More Room. Less Stress. Better Egg.
The girls were enjoying their afternoon dining alfresco. Until one decided she had to make a meadow muffin in the yard. Thank god they could relocate.
PastureRaised. Organic. CertifiedHumane. PaleoApproved. Gluten-Free. NoAntibiotics.NoHormones. Non-GMO. Yada.Yada.Yada.Greatestyou’llevereat,Egg.
More Room. Less Stress. Better Egg. PastureRaised. Organic. CertifiedHumane. PaleoApproved. Gluten-Free. NoAntibiotics.NoHormones. Non-GMO. Yada.Yada.Yada.Greatestyou’llevereat,Egg.
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More Room. Less Stress. Better Egg.
VITAL FARMS: AD: Casey Phillips CW: Tony Jorgenson WASHINGTON, D.C./WWW.DECODEDC.COM: AD: Shifra Samuel CW: Tony Jorgenson 34
X
The Never Finished Project is an ongoing partnership between the IOC and Smart City think tanks. The Olympics are an opportunity for cities to build for their long-term future, yet nearly 60% of Olympic Games have ended as financial, social, and environmental failures. Why are host cities spending billions of dollars over many years to build infrastructure that is immediately outdated? We’ve chosen Sidewalk Labs as the inaugural partner for this project - because their innovations are meant to span decades, not just twenty-one days. With their guidance, the renovations that host cities undertake will benefit the people and the city for years to come. The Never Finished Project will transform the Olympic Park into a Smart City by blending people-centered urban design with cutting-edge technology. Host cities can set new standards of sustainability, mobility, and economic opportunity for the rest of the world. The following are three spheres of infrastructure where this revolutionary partnership will manifest at the Games: the streets, the waste, and the housing.
Commercial trash bins will be replaced with smart waste receptacles that alert waste management when they are filled to capacity. More people means more trash. So during the Olympics, sensors ensure the trashcans don’t overflow. After the Olympics, trash routes are streamlined to become more efficient.
To leverage the influx of people during the games, sidewalks will be built with smart kinetic tiles. The energy generated by walking on these tiles within the Olympic Park can power infrastructure ranging from street lights to buildings. MODULAR INFRASTRUCTURE: It’s building while keeping in mind that nothing lasts forever — updates are inevitable, and buildings should be able to adapt as technology continues to evolve. All buildings will be constructed in this way, specifically working well within the Olympic Village Dorms. By re-purposing the buildings meant to house 3,000 athletes, the IOC can later provide 750 local families with updated housing for the years to come. THE NEVER FINISHED PROJECT: AD: Lynn Nakamura AD: GL Richardson ST: Alex Danks XD: Harding Coughter
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MARUCHAN: AD: Lauren Wilson CW: Brendan Howard 36
#AloftLive books up-and-coming artists and DJs to perform in our lobbies all around the world.
We’re a hotel. We promise.
We’re a hotel. We promise.
Because our butler is a robot named Botler. He has no use for tips.
ALOFT HOTEL: AD: Sarah Wallace CW: Brendan Howard ST: Eliza Hadjis 37
“ MY BONGO
CIRCLE WILL BE CRASHING IN THE LIVING ROOM THIS WEEKEND. TH THAT COOL WITH YOU? ”
“ HEY JUST A
HEADS UP THE COCKROACHES ARE BACK AND I THINK THEY’RE EVOLVING.”
$ 9 . 9 9 DA I LY
W E E K E N D R E N TA L S
“ I BROUGHT
HOME THESE RESCUE SKUNKS UNTIL WE FIND ADOPTIVE FAMILIES FOR THEM.”
$ 9 . 9 9 DA I LY
W E E K E N D R E N TA L S
$ 9 . 9 9 DA I LY
W E E K E N D R E N TA L S
ENTERPRISE: AD: Mike Rodriguez CW: Sam Dworkin 38
Cole Hammack, ST 39
Photo: Lynn Nakamura
Collecting coasters from all the bars I visit when I travel is something I like to do. I write the date and place and names of my friends I’m with on the coaster. My biggest regret is I didn’t get one from Cuba because it cost $4. I was born and raised in Charlotte, North Carolina. I was the troublemaker in a “Leave it to Beaver” household. I was once grounded in kindergarten for convincing all of the kids at my bus stop to skip school and hide in the woods. My career in advertising started when I saw the positive effects it can have on vulnerable populations through working on social campaigns with UNICEF and the Peace Corps. My definition of creativity is a Chik-fil-a spicy chicken sandwich with donuts for buns, and bourbon, neat. Things you don’t usually see together but feel right. My big fear is that my audience won’t get it and won’t be able to see the value of my work. Now that portfolios are due, everyone is in a panic. No one knows what they’re doing, but we’re all doing something.
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Discover the unique sounds of cities, landmarks, and neighborhoods around the globe. OBJECTIVE: Humanize data to create a new dimension of musical discovery. INSIGHT: People are most influenced by the world in which they live. STRATEGY: Give the world that surrounds us musical context. IDEA: Generate geographic soundtracks from the listening habits of people in the area.
SEEK: Tap a highlighted area to explore its playlist.
STUMBLE: Receive push notifications when you enter a discoverable area.
PLAYLISTS: Follow to unlock.
PASSPORT: Access your unlocked playlists.
ANALOG: For those unfamiliar with Passport, the logo will be painted in select discoverable areas to subtly pique interest.
SPOTIFY: AD: Whitney Downing CW: Brendan Howard ST: Carol Trickey ST: Jacob Buller CBM: KP Thomas XD: Kelly Prudente 41
Point camera at QR code for promotional video.
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ARCHIES: ST: Cole Hammack XD: Coryn Bajema XD: Tommy Carroll 43
HARD WORK IS FOR THE BIRDS. TEACHERS, PARENTS, THAT FIRST WIFE — they all told you to apply yourself. Save up for that nest egg. Put your nose to the grindstone. MOST MEN LEAD FORGETTABLE LIVES. You thought about this as you shot pool in a bar and ordered another scotch. And you thought, if everyone goes to bars on a Saturday night, does that count as a monopoly? And don’t monopolies need to be broken? SO YOU GOT A BRUNSWICK. And it was better than the bar
table. It was bigger and yet fit your house comfortably. It invited lingering, it became the place to be. Sometimes you wonder if that bar is still open.
BRUNSWICK BILLIARDS: AD: Allison Rinaldi CW: Parth Raval 44
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YOU’LL WANT TO KISS EVERYTHING.
LIP BALM
YOU’LL WANT TO KISS EVERYTHING.
LIP BALM
YOU’LL WANT TO KISS EVERYTHING.
LI P B ALM
LIFE: AD: Casey Phillips CW: Jack McNamara CARMEX LIP BALM: AD: Casey Phillips CW: Russ Rizzo
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Hannah Levy, CBM
47 Photo: Lynn Nakamura
I was born and raised in South-
many hours losing track of time in
thought it would be a career path
ampton, NY. A very small town that
a dark room. Since Brandcenter,
forever. Our tiny little museum
more than doubles in size during
I have not had as much time as I
needed a new brand. It was the first
the summer; and during winter, is
would like for my photography but
time I realized how powerful craft-
full of empty beaches and locals. I
still love visiting all of the local mu-
ing a brand was and how excited it
spent a lot of time going into NYC
seums, especially the photography
made me.
to see family. I was primarily raised
section at the VMFA. At home I love
by my mom and grandmother, who
to cook and bake, constantly trying
yourself and your ideas. Looking for
are both from Alabama and in-
new recipes from Pinterest and try-
solutions in unusual places. Getting
stilled a lot of southern manners in
ing to master family classics. I also
out of your comfort zone and finding
my upbringing, while my dad and
have a new found love for exercise
inspiration from unexpected plac-
friends instilled a New York atti-
and you can find me almost every
es. Everyone has the ability to be
tude and an intense work ethic.
day in an Orangetheory class, TRX
creative, but I don’t think everyone
I’ve always had a deep love for
class, barre class, or yoga class...or
knows how to let themselves be.
photography. I studied abroad mul-
watch me struggle to run since I’m
tiple times in high school for photog-
training for my first 10K.
raphy workshops around the world.
In a lot of ways I feel like I fell
Creativity to me is pushing
This last semester has been like some weird sleep-over where you keep getting hit in the face with a
I also got my BFA in Photography
into this career. I was working at
pillow over and over again. It stings,
from VCUarts. I’ve spent many,
a museum doing development and
but in the end, it didn’t hurt that bad. 48
CONCEPT: A cashless, mobile first, fast casual ramen restaurant built on a completely digital customer experience targeting hungry urbanites. BRAND PURPOSE: To bring well being to people living stressful lives.
The store layout is simple and easy to navigate.
STRATEGY: Discover your own tasty. POSITION: We are a fast casual ramen shop offering convenient, delicious, and quality food that fosters exploration, technological innovation, and the spirit of time honored culinary tradition. VALUE PROPOSITION: Offering food that’s quick, nourishing and delicious that would otherwise take forever to make at home.
The packaging is designed to avoid spills and keeps the noodles from absorbing the broth before the ramen is enjoyed. 49
Customers will order using the Tilted Bowl app.
Takeout bags feature the brand manifesto.
TILTED BOWL: AD: Allison Rinaldi CW: Brianna Gross ST: Eddie Bennett ST: Sachee Malhotra CBM: Rachel Cohen XD: Naomi Bradley-Jean XD: Billy Reano BOUNTY HUNTER: AD: Annie Shepard CW: Brian Marcolini 50
PROBLEM: Tesla’s green business practices have always pushed to create cleaner vehicles for a cleaner environment. They have succeeded, but one of the largest culprits for CO2 pollution still remains. Lawn tractors have smaller motors that burn oil more directly, which causes more pollutants to be released into the air. SOLUTION: Introducing Model T, Tesla’s newest electric vehicle. Model T is a lawn tractor designed with the user and environment in mind. With the comfort and premium feel of a Tesla sedan or SUV, the Model T will set the standard for electric vehicle production moving into new sectors.
TESLA MODEL T LAWN TRACTOR: XD: Cody Eanes 51
GREENLAND: AD: Eddy Allen CW: Sam Dworkin
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Front of coaster. 53
Back of coaster.
Front of coaster.
Back of coaster.
JEPPSON’S MALORT LIQUEUR: AD: Ted Gregson CW: Tony Jorgenson RADEN SMART LUGGAGE: AD: Ted Gregson CW: Brian Marcolini 54
SITUATION: The craft spirits industry is booming, but while Virginia is home to several award-winning bourbons and spirits, consumer attention remains disproportionately focused on the old standards: Kentucky and Tennessee. This year, the Virginia Distillery Association partnered with VCU Brandcenter to create a consumer-facing brand to promote and celebrate Virginia-made craft spirits.
The identity is inspired by Virginia’s vibrant landscape and the logo shape refers to a droplet of a craft spirit. Photography: Eliza Hadjis
DISCOVERY: We leveraged the thread of exploration that existed among distillers, fans of craft spirits, and Virginians alike to create a uniquely Virginian craft spirit brand. STRATEGY: Virginia Spirits are a gateway to a universe of endless exploration. CAMPAIGN: Our campaign is an invitation to explore and discover Virginia’s craft spirits with the tagline, “Explore Together.” We also truncated the consumer-facing name from Virginia Distillery Association to Virginia Spirits. VIRGINIA SPIRITS: AD: Allison Rinaldi CW: Tony Jorgenson ST: Joe Bae ST: Eliza Hadjis ST: Chelsea Sams XD: Tyler King 55
Virginia Spirits will start a bottle club that people can join with their friends. This will make more expensive spirits more accessible to all and encourage trial.
The website will feature a digital, interactive version of the Explore Virginia Spirits map. The website will be fully responsive and mobile optimized.
George Foreman Grills
GEORGE FOREMAN: CW: Kate Ursu AD: Sarah Wallace 56
Mike Rodriguez, AD
57 Photo: Lynn Nakamura
When I was a kid, I thought I had
officer for 25 years. He taught me
failure. Your joke might bomb in the
figured out the secret to being cool:
a lot about grit. My mom taught
middle of a pitch, or you’ll see your
just do the opposite of what every-
me that it’s never worth it to be
favorite idea get killed by a professor
one else was doing. Turns out that
mean to people. I also grew up with
or creative director. That’s part of the
is terrible advice for being popular
an older brother. As the younger
process. Once you accept that failure
in high school, but great advice for
sibling, I got used to losing. I lost
is part of it, it gets much easier to do
being creative. When everyone was
at video games, sports, everything.
the work. Not every project is going
figuring out what they wanted to do
It made me a pretty competitive
to be a funny or silly one, but I’ve
in life, most people were inspired by
person. It also made me realize that
found that my best ideas have always
successful entrepreneurs like Steve
when skill, size or experience are
come from bringing a sense of humor
Jobs or Oprah. I, on the other hand,
lacking, you have to get creative.
into making the work. It’s just adver-
was inspired by funny deodorant and car insurance commercials.
There’s this idea that creatives
tising - we can’t take it too seriously.
are people who don’t like hard work,
When we’re bored, we’ll make boring
I grew up in Northern Virginia,
but that couldn’t be further from the
work. There’s always an interesting
near DC. My dad was a first gener-
truth. Being creative means constant
way to look at something. Our job is
ation immigrant and a U.S. naval
-ly taking risks and being open to
finding it. 58
Classic
Today
Updated
SITUATION: Zatarain’s has been a part of the New Orleans tradition since 1889, but beyond New Orleans, Zatarain’s was another box on a crowded grocery store shelf. APPROACH: Take Zatarain’s from another dry goods brand and return it to its roots. IDEA: Cooking is the event, eating is the celebration.
We took cues from Zatarain’s past and re-imagined their logo and packaging while keeping the iconic red awning intact. Below the instructions, users can scan a Spotify code which directs them to smart playlists.
Advertising invites people to the party, the Zatarain’s way.
Spotify’s genius functionality became a hands-free kitchen assistant with playlists tailored to each meal containing a mixture of instructional, educational, and of course, musical tracks timed to the 20-minute simmer of a Zatarain’s meal.
ZATARAIN’S: AD: Mike Rodriguez CW: Clayton Notestine ST: Eliza Hadjis CBM: Jennifer Root XD: Tyler King XD: Aaron Wachsstock 59
SNOWBOARDING: AD: Shang Yang CW: Evan Chiplock
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The Cora app is optional for users. Once their ďŹ ngerprint is enabled for the bottle, they no longer need the app to check up on themselves. The main purpose of the connectivity of the app is for data mining. However, if patients want to self monitor their usage, the app gives them a live feed of their usage cycle. Those who opt in for continued app usage do not add to the data pool due to possible awed metrics.
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CORA: AD: GL Richardson CW: Dominic Johns XD: Coryn Bajema XD: Cody Eanes 62
LITTLE TIKES BASKETBALL HOOPS: AD: Lynn Nakamura CW: Brian Marcolini 63
WHAM-O: AD: Mike Lee CW: Kate Ursu ST: Jenna Stout 64
REYNOLDS CULINARY INSTITUTE: When a local community college needed to brand its new culinary program, we seized the opportunity to challenge the recipe of expectations regarding the quality of education a community college could provide. Drawing heavily from the new building’s architectural flair and the city of Richmond’s creative nature, “The Kitchens at Reynolds” is a brand identity campaign designed to increase student enrollment and entice potential donors to complete the project’s funding. 65
REYNOLDS CULINARY INSTITUTE: AD: Mike Rodriguez CW: Allie Carr CW: Dominic Johns ST: Eliza Hadjis ST: Shabina Aslam ST: Jacob Buller XD: Coryn Bajema 66
ing kids on and off the field. There are very few rules at Brandcenter. Which means we have the freedom to basically do whatever we want. Sometimes we succeed, but there are times that we fail. That’s all part of the process. You’ve got to constantly adapt. How you work, where you work, what aesthetic you use, who you work with, what programs you need to use, what medium you use, what executions the brief calls for, what feedback you get, etc. The thing about being a creative is that there I did not take the traditional route to advertising. I started in fine arts, pursuing a graphic design degree. But as the years progressed, I found
is never one way to do something.
myself longing for more. I enjoyed strategy, concept and the complexity of
Follow your gut.
the design process. I credit my professor Marius Valdes (VCU Alum) for
I love that school is a place not
encouraging me to look into VCU Brandcenter as he believed it would be a
only to learn, but to discover. You
good fit for me and my career.
may enter school thinking you know
I grew up in Lynden, Washington, a small Dutch town sharing the
exactly what you want and where
border with Canada and wedged between the coast and the Cascade Moun-
you want to go after. But through-
tains. People always say you never really appreciate something until you
out the two years, you’ll find new
leave, then go back for a visit. That proves to be true with Lynden. Every
strengths, new perspectives, new
time I go home, I’m more and more appreciative of the beauty and the
passions and incredible opportuni-
tight-knit community I was afforded all those years growing up.
ties that you’d have never known
Whether it’s playing soccer, crossfit, running, hiking, basketball, surf-
67
is never one right answer and there
were possible.
ing, or wake boarding, I just enjoy being active because it gives me energy
The one thing that freaks me out
and keeps me motivated in all aspects of life. I also get so much joy out of
is the thought that I could hit a cre-
coaching and mentorship. There are few things more satisfying than help-
ative block and not get past it.
Coryn Bajema, XD
Photo: Lynn Nakamura 68
MOUNDS: AD: Shang Yang CW: Evan Chiplock
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AMERICAN GIRL: AD: Dylan Tuscon CW: Christa Prater IOSAFE: AD: Dylan Tucson CW: Jack McNamara
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FIRE LOG: AD: Mike Rodriguez CW: Allie Carr 72
CELESTIAL SEASONINGS: AD: Michael Arroyo CW: Brian Marcolini ST: Lauren Vickers
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BILLBOARD TV SPOTS Spots will run with glitch effects, overtly and directly breaking up station programming to deliver messages furthering the brand’s point of view.
ADULT SWIM: AD: Lynn Nakamura CW: John Sokolowski 74
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Sam Dworkin, CW Photo: Lynn Nakamura
I grew up in Portland, Oregon. During my childhood, Portland was
figured I had found my calling. I lay awake, in bed, later than
trick is getting used to making bad shit in order to get down to writing.
not the booming mecca of quirk and
planned. Languish in self doubt
I think about what I have already
joy that it is today. Mostly it was
and existential dread. Consider
done that day. Usually I have made
rainy. Now it is rainy with park-
getting up. Roll onto the floor.
at least one thing, sometimes two if
ing meters. I was bored a lot of the
Spend 12 minutes lamenting the
I’m eating enough fiber. It helps to
time. Add that to the fact that I’m
fact that the best of the morning
remember that even if it stinks, it
an only child; and I had to make up
hours are gone. Head to the coffee
still came from me. Knowing that
things to do in order not to go com-
shop. Arrive at 11 - just before the
I’m capable of producing ANY-
pletely batshit insane. Or perhaps
lunchtime crowd rolls in. Order
THING is enough to move on to
making things up was a part of my
bacon, egg and cheese on an ev-
better things.
boredom-induced psychosis. In any
erything bagel. Coffee. Scavenge
case, the Brandcenter has finished
for a table with an outlet. Stare at
I have to swim across an open
the job Portland started.
a blank page for 47 minutes. Jot
stretch of the Amazon River with
down 2 ideas. Realize it’s time for a
raw Omaha steaks strapped to my
dle school a smug kid told me his
meeting to which I was supposed to
back. I hope that this is a self-man-
dad made the commercials for the
bring 3 TV spots. In a panic, vomit
ifesting prophecy of me at recruiter
Oregon Lottery. I can’t remember
words onto the page. It’s poetry in
session where the river sharks, gi-
the details of the ad; but, given the
motion.
ant Nutria and Piranha nibbling at
I still remember the day in mid-
brand, I can only imagine they were
It’s hard to create when you feel
My recurring nightmare is that
my legs are just stand-ins for the
idiotic and/or absurd. Once I real-
like everything that comes out of
hordes of agency employees desir-
ized you can get paid to goof off, I
you should be a work of art. The
ing my service. Fingers crossed. 76
WAFFLE HOUSE: AD: Michael Arroyo CW: Evan Chiplock
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LISTERINE POCKETMIST: AD: Annie Shepard CW: Brian Marcolini ST: Nick Carr DYMO LABELMAKER: AD: Whitney Downing CW: Jack McNamara 79
SICK BURNS - AMERICA’S MEANEST CANDLE: We started a mean candle company. As our candles burn, they reveal an insult on the reverse side of the label. Some things are better burned than said.
SICK BURNS - AMERICA’S MEANEST CANDLE: AD: Allison Rinaldi CW: Allie Carr 80
WHY SUB-BRAND While Auntie Anne’s pretzels are scrumptious, the experience is underwhelming. Plus, they’re only located in malls. Uh oh. So we created a craft experience that elevates the pretzel, and brand, to a whole new level.
TRUCK We’re not going to tease the flagship opening with a food truck. We’re going to tease the flagship opening with a smell truck.
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SLEEVES We’ll reference the upcoming opening date and location at existing Auntie Anne’s locations.
AUNTIE ANNE’S SUB-BRAND, THE KNOT SHOP: AD: Lynn Nakamura CW: Brendan Howard ST: Lauren Vickers CBM: KP Thomas XD: Cody Eanes
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I grew up in the small town of Pinckney, Michigan, where suburbs west of Detroit turn into farm country. Living on 10 acres with dogs and horses, we were always encouraged to play outside – at the barn or climbing in trees.
I first became interested in advertising when I took a printmaking class in high school. The assignment that stood out to me was an assignment to design a new cereal brand and its box. I then
went to Western Michigan University studying print and paper science and advertising, which lead me to work in print production studios of advertising agencies. Coming to the Brandcenter with 5-ish years of agency experience was something that scared me. In the first semester, I questioned, “would I really learn something new here?� I was wrong. The Brandcenter gives you unique challenges where you may be using individual talents or tools but you are continually learning from your teammates and the process. Being a checklist person, and I have lists for all kinds of things, I have to remind myself to keep the list ongoing but not dwell on something that I should not be thinking about - like cleaning my apartment and moving! 83
Jennifer Root, CBM Photo: Lynn Nakamura
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THIRDLOVE: AD: Shifra Samuel CW: Brianna Gross INDIAN MOTORCYCLES: AD: Annie Shepard CW: Will Luck ST: Carole Trickey
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KRAFT STRING CHEESE: AD: Allison Rinaldi CW: Brianna Gross 87
LE TOUR DE FRANCE: AD: Annie Shepard CW: Christa Prater
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Ice pack.
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IGLOO MINI FRIDGE: AD: Mike Rodriguez CW: Dominic Johns ALCATRAZ: AD: Shang Yang CW: Kate Ursu
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Everyone sees pistachios as just another nut. To get people to see them as something else, Wonderful Company would hold (and rig) a vote to change the name to the only sensible option: “Land Clams.�
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DOLPHINS SEALS LAND CLAMS
LAND CLAM
(TERRA CLAMICUS)
D i d yo u k n ow ? T h e l a n d c l a m e v o l v e d f ro m i t ’ s s e a - d w e l l i n g co u s i n s 2 0 m i l l i o n y e a r s a g o . I t u s e s t h e b ra n c h e s o f p i s t a c h i o t re e s t o p ro t e c t i t s e l f f ro m p re d a t o r s , w h o g o rg e themselves on it’s delicious insides.
NET WT 48 OZ (3 LBS) 1.36kg
Roasted & Salted
T H E Y TA S T E J U S T L I K E P I S TAC H I O S
ClAMS
LAND
TRY SOME FRESH LAND CLAMS AT THE MUSEUM FOOD COURT.
WONDERFUL LAND CLAMS: AD: Mike Rodriguez CW: Sam Dworkin 92
Eddie Bennett, ST
93 Photo: Lynn Nakamura
I grew up on Friendly’s frappes, Dunkin Donuts, the Jukebox at Papa Gino’s and driving to New Hampshire - in July for fireworks and on Sundays for beer. I was one of six kids born in the 80’s to parents who were pretty nearly kids themselves. I am the first person in my family to go to college. I’m the first to leave Boston, the first to lose the accent. I was a professional actor for years. I toured the country performing Shakespeare and traveled across the world to study at the Moscow Art Theater. I have worked on stages, film sets, commercial shoots and in so many restaurants. Over time, I began to crave creativity that was quantifiable. I wanted a forum for great ideas with the promise of greater impact. I climbed down from the stage and took myself to the Brandcenter. I think pressure helps make good work. Which is another way the Brandcenter supports creativity - there is always plenty of pressure here. Competition and high stakes are a good antidote to laziness. At Brandcenter, it’s not “everybody gets a trophy” culture. There will be winners and losers on every project, and that’s good. Most of us want to win, so we have to work harder. 94
DR. BRONNER’S: AD: Whitney Downing CW: Jack McNamara 95
ICYHOT: AD/CW: Russ Rizzo ST: Blake Smoral
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BACKGROUND: Bugaboo strollers were the first highly popularized and recognizable high-end strollers. With an emphasis on Dutch design, not only are Bugaboo’s stylish, but they also harness the power of mobility and function. OPPORTUNITY/APPROACH: Bugaboo has the opportunity to embody the confidence, comfort, and style of new parents who are waiting to start families once they are in a more financially confident life stage. STRATEGY: Parent boldly with Bugaboo CAMPAIGN: Stroll into parenthood.
STROLLER TALK The Stroller Talk podcast will let parents share their stroller adventures as well as tips and tricks for parenting. BUGABOO: AD: Lauren Wilson CW: Dominic Johns ST: Afia Boakye 97
KETTLE BRAND SEA SALT CHIPS: AD/CW: Clayton Notestine 98
THE WEATHER CHANNEL: AD: GL Richardson CW: Tony Jorgenson STETSON: AD: Eddy Allen CW: Brianna Gross ST: Shelby Williamson
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THE ASK: Revive a retail brand that has faded from its past glory and is struggling in the current market landscape. MAIN OUTPUT: Repositioning + Rebrand + External Communications CULTURAL PROBLEM: Today, society has an elitist concept of sports - nothing is worth doing if you're not striving for the professional level and winning. This intense pressure has trickled down to all levels of sports, particularly youth sports, and has led to a number of children quitting before the age of 15. BRAND PROBLEM: Dick's Sporting Goods tries to emulate its competitors in the sports retail space, but fails to capture the same elitist target. INSIGHT: The brand is seen as being for the casual player or amateur, not the elite or professional. OLD TARGET: The "Pauls" of the world who break the glass panes at their kids’ hockey game, the parents pushing kids to their limits and insisting that they will turn pro. They view Dick's Sporting Goods as not being good enough to shop at, and would rather go to a specialty shop.
BUYBACK PROGRAM: A new buyback program would be available for those who ended up not loving “that” game. This encourages trial and trust until customers find their favorite.
APPROACH: "Hear the Haters"
PACKAGING: Updated packaging reinforces the brand promise and offers a different aesthetic than competitors.
DICK’S SPORTS: AD: Mike Rodriguez CW: Brian Marcolini ST: Carole Trickey CBM: Rachel Cohen XD: Kelly Prudente 101
CRAIGSLIST: AD: Whitney Downing CW: Christa Prater 102
I grew up in the suburbs of Richmond, VA. - the land of chain restaurants and doing what everyone else does. It was not the most inspiring, but it was a good place to grow up. I had a childhood of love, learning and attitude. For the majority of my childhood, my dad had me entirely convinced cows that live on mountains have two legs that are shorter than the others. He taught me to have a thick skin and that a sense of humor is crucial to life. My mom was the only woman on the
computer science team at the National Security Agency. She started right after she graduated from college. She not only passed down her stubbornness, but luckily, her drive.
I’d like to live somewhere else for a little while. The best is when I can go to places that satisfy my need to be a city dweller (eating at fancy cafés and wasting hours in book stores) and my need to explore the natural world (climbing on rocks and laying on the beach.) Until I found advertising, I was following all the rules when all I really wanted to be doing was breaking them. I found an industry that encourages not only breaking rules but re-imagining them. I wanted a career that was creatively inspiring, but also one with purpose - strategy within advertising gives me both. It’s a way to have a career where projects have an end goal in mind that helps someone, while being surrounded by creative outputs and inspiring thinkers. Brandcenter celebrates and teaches you to take a risk, while still being grounded in truth and reason, in a way that says something that hasn’t been said before. It celebrates those that think outside the box in order to create work that actually works. It discourages that there is a “right’ answer. It discourages making the easy 103
choice. It discourages settling. It shapes your brain to constantly think differently.
Shelby Williamson, ST Photo: Lynn Nakamura
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SITUATION: Before the November 2016 election, “a record-breaking 83% of millennials were registered to vote. However, nearly 55% of those registered didn’t actually cast a vote in the 2016 presidential election.” (Sources: Bustle & Pew Research)
INSTAGRAM A series of Instagram accounts will highlight current political issues and celebrate voters and petitioners by building collages where 1 vote = 1 post.
PROBLEM: Young people don’t think they have power. Among those registered who didn’t vote in 2016, the second most common reason for not voting was that they felt their vote wouldn’t make a difference. (Source: Pew Research) INSIGHT: Millennials won’t bother to vote unless you show them their vote truly does count. STRATEGY: Empower the voter by showing that votes lead to action. TAGLINE: Big crowds make big change.
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FACEBOOK Social posts will show the numbers behind political protests past and present.
YOUTUBE We the many elect the few to serve the masses. But also to benefit the individual. While individual voices may be small, together small pieces are what shape big things. Leaders get the legacy, but voters have the power. Big crowds make big change. Vote.org.
VOTE.ORG: AD: Robert Persky CW: John Sokolowski ST: Melissa Jackson 106
Your business partner always seemed like a nice, friendly guy,
He stood by the altar with the love of his life.
until reports started coming about being too friendly.
She left this world and left him with the bill.
LAST WILL AND TESTAMENT PAPERS
FOR LIFE’S PLOT TWISTS
ARTICLES OF BUSINESS DISSOLUTION
FOR LIFE’S PLOT TWISTS
LEGAL ZOOM: AD: Casey Phillips CW: Tony Jorgenson ST: Nick Carr For the first time in her life, she has found true love.
BOSS COFFEE: AD: Lynn Nakamura AD: Lauren Wilson CW: Jack McNamara ST: Cole Hammack ST: Christian Marchant CBM: Alyssa Fea XD: Berfin Ayhan
She just needs to break the news to her husband.
DIVORCE PAPERS
FOR LIFE’S PLOT TWISTS
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BOSS COFFEE :60S ‘PALINDROME 1’ Scrolling text, white on black. Line by line, we see the copy cascade downwards as it is narrated by a gruff-sounding man. NARRATOR: You and I aren’t going to get along. And don’t believe for a moment that We’re pals. If you want to know what I really think “Let’s be friends” Is just another way of saying “F**k you.” Sometimes People need to speak their own language and I’ll say this That’s the way it should be. Employees that socialize? You’re going to have a bad time here. So don’t go thinking that This is the start of something good. A slight BEAT occurs NARRATOR (Cont.): And if you thought I was serious just now, then have I got a surprise for you. The exact same copy scrolls backwards line-by-line, revealing itself to have a totally different meaning. NARRATOR: This is the start of something good. So don’t go thinking that You’re going to have a bad time here. Employees that socialize? That’s the way it should be. I’ll say this People need to speak their own language and Sometimes “F**k you.” Is just another way of saying “Let’s be friends” If you want to know what I really think We’re pals. And don’t believe for a moment that You and I aren’t going to get along. FADE IN CARD: It might seem cold, but it’s warm. FADE IN CARD: Boss Hot Drinks. Not whatcha thought. 108
C-SPAN: AD: Dylan Tucson CW: Josh Clayton
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NATIONAL GEOGRAPHIC: AD: Mike Lee CW: Allie Carr 110
THE ASK: Create a rebrand and creative campaign to revitalize Vicks VapoRub, a 100-year-old brand that has grown stale.
INSIGHT: No one tells us that we can – and should – pause and breathe.
THE FACTS: According to Forbes, 62% of Americans have gone to work sick. And in 2015, 32% of Americans didn’t use any of their sick leave.
THE BRAND: Vicks is a business built on breathing, and it’s been this way for over 100 years. All of the Vicks products, especially Vicks VapoRub, promise to help us breathe better. But breathing means more than just inhaling and exhaling. When we really, truly breathe, we allow ourselves to take a breath, and to take a moment.
TENSION: No matter the company, all full-time employees are given sick days so they can stay home when they aren’t feeling well. But despite having them, we don’t give ourselves permission to take sick days, so we keep pushing through, and it takes us longer to heal.
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STRATEGY: Vicks VapoRub gives you permission to take a breath.
Stay at home sick kit.
VICKS VAPOR RUB: AD: Michael Arroyo CW: Kate Ursu ST: Melissa Jackson CBM: Chelsea Sams XD: Laura Strukl
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I was passionate about various social issues and enjoyed promoting the issues I cared about. I quickly realized politics wasn’t for me but advertising was. I discovered advertising was a means of communicating to people that were like me, whether it was women or people of color. To be creative, it takes having an opinion about things. Some people go everyday in life without having their own opinion. That leads to people being followers and sticking to the norm. To truly be creative, you must have your own perspective. It also requires taking in various experiences. Repeating the same I grew up in Lorton, Virginia, about 20 minutes outside of Washington, DC. I am a child of Indian immigrants that settled in a multi-generation house
experiences kills creativity. The Brandcenter fosters creativity in many ways.
with my parents, grandparents, aunt, and siblings.
First, there are many different types of people from
This experience gave me a different perspective than
a plethora of backgrounds that lends to fostering
everyone I was growing up around because I was
creativity. The students inspire each other and help
growing up around Indian culture at home and Amer-
generate great ideas. Next, Brandcenter always has
ican culture outside the home.
great events such as Friday Forum that help foster
I have a few core interests and hobbies that in a
creativity. We have our very own “TED Talks” every
way, revolve around each other. First, I’m a self-pro-
Friday by people from various industries which in-
claimed hip hop historian. I love listening to hip hop,
spire us on many fronts. Finally, Brandcenter really
watching content about hip hop, reading articles
teaches you to think differently. That, in and of itself,
about anything revolving around the culture. I’ve al-
helps foster creativity.
ways felt like a black sheep, and hip hop was always
What freaks me out about being creative, constant-
something I could relate to. I also love traveling, often
ly, is that there won’t be enough time to carry out all
it will be for music shows or to see a new city.
the ideas that will come from that. Time, as it relates
I went to VCU undergrad to study economics
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thing day in and day out and not getting new, diverse
to one’s life, is not infinite so the idea of constantly
because I swore I was going to change the world by
being creative can be scary if you think about not
running for congress.
having enough time to bring ideas to fruition.
Sara Singh, CBM
Photo: Lynn Nakamura
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PAM COOKING SPRAY: AD: Robert Persky CW: Allie Carr
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CHALLENGE: A lot of the ways we communicate with each other socially has become caustic, impersonal, and forgettable in the online echo chamber. Strangers just do not respond to the online vent sesh of another stranger like they used to a decade ago. SOLUTION: Duly Noted is a stationery service that allows you to use your words and pick your target the old-fashioned way: With letters. We’ve come full circle to the point where getting a personal correspondence can have more of an impact than something that can be done instantly and continuously, and Duly Noted simplifies it based on what aspect of your rage you want to target.
FEATURES: Cause-based kits (e.g. Gun rights, net neutrality, birth control). Explainer sheets on why you should be pissed off. .An online presence that shares rage both analog and digital. Kits for rage-writing sessions at bars, parties, etc.
DULY NOTED: AD: Robert Persky CW: Jack McNamara CW: Will Luck XD: Harding Coughter 117
VENMO: Fast pocket to pocket payments. Venmo does heart to heart as fast as it does pocket to pocket payments, offering custom charitable accounts for organizations looking to collect quick donations in response to rapidly developing situations. VENMO: AD: Lynn Nakamura CW: Will Luck 118
Know that these plains, having been swallowed by magnificent spires, were once a great sea bed. Realize that the pinks and blues adorning the earth are trials and errors of the ages. Cherish the fact that you’re able to see it all.
Above these lands is a pristine window of time and space. Peer through it to see both the beginning of everything and the end of nothing. If a place transcends humanity, devoid of any evil, is that place not eternal paradise?
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An ancient war with nature continues to erode the Badlands to its eventual demise. Entombed here are great, otherworldly beasts, casualties of this age-old battle. Their miraculous preservation tells a story that continues to enlighten history and lluminate the mind. Listen while you still can.
BADLANDS IN-PARK APP: The Badlands have gone through a great deal over the ages. While you're there, take a look at what it may have looked throughout history with the magic of augmented reality.​ BADLANDS NATIONAL PARK: AD: Sarah Wallace CW: Brendan Howard 120
Tommy Carroll, XD
121 Photo: Lynn Nakamura
I was raised in Alexandria, VA,
er here in Richmond a few times a
that a creative life is worth living,
which is best known for serving
week to clear my head. In a previ-
which advertising would support.
as the racially-charged backdrop
ous life, I lived in Hawaii and found
to Disney’s cult classic film “Re-
a similar escape in the water and
messy and frustrating in the world.
member The Titans.” Today, TC
waves. But more often than not, I’m
Creativity drives me to approach
Williams is the most diverse public
buried in the newspaper or listen-
these problems differently, and en-
high school in the country. The
ing to a podcast. I guess I’m drawn
courages me to experiment with wild
movie and school made me who I
to hobbies that force me to be pres-
and crazy remedies. Creativity is the
am today.
ent or scratch my curiosity.
ability to see the world differently,
I love the outdoors and throw
I am motivated by all that is
I came to appreciate the power of
and then take that perspective, tear
myself outside as much as I can. I
brands like Patagonia to inspire me
it apart, rearrange it, and present it
run the trails along the James Riv-
to live better. I also came to believe
in a way so that others can see it too. 122
KENTUCKY BOURBON TRAIL: AD: Annie Shepard CW: Evan Chiplock 123
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CANOES
MADE IN MINNESOTA CRAFTED BY NECESSITY
CANOES
MADE IN MINNESOTA CRAFTED BY NECESSITY
CANOES
MADE IN MINNESOTA CRAFTED BY NECESSITY
WE-NO-NAH CANOES: AD: Casey Phillips CW: Sam Dworkin 125
Nutcase helmets, with their whimsical designs, make bike safety fun. This feeling of safety and security could cause you to try doing unsafe things you normally wouldn’t. Warning: Everything feels safe in a Nutcase.
NUTCASE: AD: Allison Rinaldi CW: Russ Rizzo BOY SCOUTS OF AMERICA: AD: Mike Lee CW: Allie Carr 126
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SMOOTH VIKING BEARD CO.: AD: Casey Phillips CW: Brendan Howard 128
I grew up moving 8 times before I was 16 (up to 13 now). And it was a beauti-
How do you define
ful and sometimes very difficult experience. I used to joke that I was part of the
creativity?
witness protection program, but the reality of it is my dad’s civilian career moved
Creativity to me, is an
him and our rapidly growing family - I’m one of six kids - around the country
unwillingness to accept
as he worked his way up the ranks. This gave me a certain toughness and com-
things as they are.
fortability with change that’s helped me jump into new challenges head first. My parents have done an amazing job raising quite an eclectic group of chil-
What does it take to be
dren. To date, we’ve got an F-16 pilot, a future priest, an industrial designer, a
creative?
strategist, a sixth grader and fourth grader within our ranks. A weird focus group
A thick skin and an un-
is always just a phone call away.
wavering belief in yourself
I went to Davidson College for my undergraduate studies and thankfully those
and your team.
small liberal arts colleges are heavily invested in their alumni relations technology. I stumbled across a record for an alum who also majored in English, but who
What freaks you out
somehow managed to escape the journalist/teacher/lawyer path and figured out
about having toe be
he’d had a pretty successful career in advertising as a planner. Of course, I had no
constantly creative?
idea what “planning” was, so after a lot of googling I realized planning was basi-
Creativity doesn’t dry up,
cally a way to make a career out of being curious.
curiosity does. So stay cu-
The Brandcenter carves out a space in your life - two years - during which you
rious and find new inputs.
get to experiment. And there’s just this never ending fount of juicy problems to tackle. Not that there aren’t problems to tackle out there in the real world - there
What helps the ideas
are so many - but Brandcenter does a great job of providing some guideposts while
flow?
you figure out what it is you like to do are most passionate about. It’s a great
For me, conversation. I
discovery ground for what’s next and you have access to these amazingly talented
get so excited about ideas
professors and peers to help you realize your ambitions.
and nothing is better than
Creativity’s a way for me to break the rules productively. I love nothing more
129
getting synced with an-
than to get really smart on a topic or system then start to play with what’s al-
other person who’s just as
lowed or possible. I love the structure convention provides, but revel in bucking it
excited to be working on
all together.
the same problem.
Eliza Hadjis, ST
Photo: Lynn Nakamura
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The home away from home, for athletes. INTRO
Studies have proven that home team’s advantage is a real thing. But it’s not all to be attributed to the size of the crowd or the spirit of the fans. Instead, a lot of it has to do with the effects of travel, which creates an “away team disadvantage.” ta Form by Hilton has taken initiative to develop a new hotel brand concept that centralizes around the athlete's need for a sanctuary to properly prepare, maintain and restore their minds and bodies during their time on the road.
OPPORTUNITY
Travel & hospitality brands have yet to claim the "athlete traveler." Sleep is the most important way of preparing, maintaining and recovering your body both physically and mentally as an athlete (or anyone for that matter). Yet no brand has taken ownership of this responsibility and given athletes the proper dwelling for optimal performance. Currently Hilton has 14 brands in its portfolio. In the near future, they are looking to add 3-4 more. Each brand delivers a very distinct guest experience. While Marriott has 30 brands in its portfolio with wholly undifferentiated experiences, Hilton creates “pure-bred” brands that cater to a specific guest in mind.
FORM BY HILTON: XD: Coryn Bajema 131
FACULTY HELAYNE SPIVAK Executive Director BRAD ARMSTRONG Interim Executive Director CALEY CANTRELL Professor, Strategy PETER COUGHTER Professor, Persuasion MARK FENSKE Professor, Creative WAYNE GIBSON Professor, Creative CABELL HARRIS Creative Director BERWYN HUNG Professor, Creative DON JUST Professor,Creative Brand Management ANDREW LEVASSEUR Professor, Experience Design MICHAEL MULLEN Professor, Creative KELLY O’KEEFE Professor, Creative Brand Management KEVIN ROTHERMEL Professor, Strategy SCOTT WITTHAUS Professor, Film/Technology
STAFF Network Analyst DEAN COLLINS Office Manager AMY ROBINSON Associate Director ANDREA GROAT Senior Admissions Counselor HAWLEY SMYTH Student Affairs & Communications Manager KATHERINE KEOGH Director of Student Affairs & Industry Outreach ASHLEY SOMMARDAHL IT Support Specialist JONATHAN PITTS Administrative Assistant PJ SYKES
INFO VCU BRANDCENTER 103 South Jefferson Street Richmond, Virginia 23284 804-828-8384 www.brandcenter.vcu.edu
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Brian Marcolini, CW - Write someone a letter and show what you get back.
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Alex Robinson, CBM - Write someone a letter and show what you get back.
Annie Shepard, AD - Write someone a letter and show what you get back.
CREATIVE THINKING CLASS - 1ST SEMESTER Mark Fenske, Professor
Sarah Wallace, AD - A book that should have been written.
Christian Marchant, ST - Make a comic that starts with “No Ralph...” and ends with “That could work!”
Will Luck, CW - What would you do with a free yacht?
Mike Lee, AD - Write about your future self.
Tyler King, XD - Write about your future self.
Mike Rodriguez, AD - Create your own country.
Sarah Burley, XD - If dinosaurs were not extinct.
Jenny Chau, XD
Evan Chiplock, CW - Write about your future self.
Brianna Gross, CW - Write about your future self.
Nick Carr, ST - Write someone a letter and show what you get back.
134 Josh Clayton, CW - Create a children’s book.
Sachee Malhotra, ST - Create a children’s book.
Kate Ursu, CW - Create an ad haiku.
Cole Hammack, CW - Create an ad haiku.
CLASS OF 2018 STUDENT INDEX STRATEGY
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CREATIVE BRAND MANAGEMENT
Shabina Aslam
www.shabina.info
Joe Baumgardner
www.jrbaumgardner.com
Joseph Bae
www.joebae.net
Vanessa Brown
www.vanessatbrown.com
Eddie Bennett
www.eddie-bennett.com
Rachel Cohen
www.rachelelizacohen.com
Afia Boakye
www.afiaboakye.com
Alyssa Fea
www.alyssafea.com
Jacob Buller
www.jacobbuller.com
Morgan Garber
www.morgangarber.com
Nick Carr
www.nickcarr.work
Emily Hudson
Alexandra Danks
www.dankstrategy.com
Adrienne Johnson
www.adriennerjohnson.com
Alyson Gaiser
www.alysongaiser.com
Nicholas Koutris
www.nickkoutris.com
Eliza Hadjis
www.elizahadjis.com
Hannah Levy
www.hannahflevy.com
Cole Hammack
www.colehammack.com
Lareina Liu
www.lareinaliu.com
Carly Harrison
www.carlylharrison.com
Derek Longest
Melissa Jackson
www.melissabjackson.com
Joval Monroe Martin
www.jmonroemartin.com
Hunter Kelly
www.hunternkelly.com
Colin McCool
www.colinmccool.com
Martin Madriaga
www.martinmadriaga.com
Evan McGee
www.evanmcgee.work
Sachee Malhotra
www.sacheemalhotra.com
Hieu Nguyen
www.hieunguyen.net
Christian Marchant
www.christian-marchant.xyz
Alex Robinson
Blake Smoral
www.blakesmoral.com
Jennifer Root
www.jennroot.work
Jass Sosa
www.jass.work
Chelsea Sams
www.chelsea-sams.com
Jenna Stout
www.jennastout.org
Sara Singh
www.sarasingh.us
Carole Trickey
www.caroletrickey.com
KP Thomas
www.kpthomas.com
Andrew Tuchow
www.andrewtuchow.com
Mark Thompson
www.markthompson.work
Lauren Vickers
www.lavickers.com
Shelby Williamson
www.shelby-williamson.com
www.emilybhudson.com
www.dereklongest.com
www.robinsonalexj.com
ART DIRECTION
COPYWRITING
Eddy Allen
www.eddysallen.com
Allie Carr
www.alliercarr.com
Michael Arroyo
www.michaelarroyoart.com
Evan Chiplock
www.evanchiplock.com
Hunter Carr
www.hecarr.com
Josh Clayton
www.imjoshclayton.com
Whitney Downing
www.whitneydowning.com
Sam Dworkin
www.samdworkin.com
Ted Gregson
www.tedgregson.com
Brianna Gross
www.briannagross.com
Brittani Kelzenberg
www.bkelz.com
Brendan Howard
www.brendanthewriter.com
Mike Lee
www.bookofmikelee.com
Dominic Johns
www.dominicgjohns.com
Lynn Nakamura
www.lynnlnak.com
Tony Jorgenson
www.tonyjorgenson.netÂ
Robert Persky
www.robpersky.com
Will Luck
www.willbeluck.com
Casey Phillips
www.caseyphillips.work
Brian Marcolini
www.bamarcolini.com
GL Richardson
www.internetgl.com
Jack McNamara
www.jack-mcnamara.com
Allison Rinaldi
www.allisonrinaldi.com
Clayton Notestine
www.claytonnotestine.com
Mike Rodriguez
www.rodmikeriguez.com
Christa Prater
www.christawithach.com
Shifra Samuel
www.shifrasamuel.com
Parth Raval
www.parthnraval.com
Annie Shepard
www.annieshepard.com
Russ Rizzo
www.russrizzo.net
Dylan Tucson
www.dylantucson.com
Thea Ryan
www.thea-ryan.com
Sarah Wallace
www.sarahwallace.work
John Sokolowski
www.johnsoko.com
Lauren Wilson
www.laurenwilson.work
Kate Ursu
www.kateursu.com
Shang Yang
www.shangyang.work
EXPERIENCE DESIGN
Berfin Ayhan
www.berfinayhan.com
Tyler King
www.rtylerking.com
Jessica Bagby
www.jessicabagby.com
Aaron Mayor
www.aaronrmayor.com
www.corynbajema.com
Michael "Moose" Musatow
www.simplymoosedesign.com
Naomi Bradley-Jean
www.naomibradleyjean.com
Trevor Naughton
www.trevornaughton.com
Sarah Burley
www.sarahaburley.com
Angelica Ortiz
www.angelicaortizcreates.com
Tommy Carroll
www.seetommy.com
Kelly Prudente
www.kellyprudente.com
Jenny Chau
www.jennchau.com
Billy Reano
www.billyreano.com
Harding Coughter
www.hardingcoughter.com
Laura Strukl
www.laurapattystrukl.com
Cody Eanes
www.codyeanes.com
Aaron Wachsstock
www.aaronwachsstock.com
Ashley B. Glover
www.ashleybglover.com
Coryn Bajema
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STUDENT TALENT SHOW
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PROM 2017
ANNUAL KICKBALL GAME
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Thanks to all of our alums who supported our first-ever VCU Brandcenter Pop-Up Shop by donating and/or purchasing items. We earned over $5,000 for our annual fund, which supports important initiatives like student scholarships, capital improvements, new equipment, etc. to enhance the quality of education for our students. We’re grateful to the following agencies who sponsored the shop.
BRANDCENTER GEAR
EXPERIENCES
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ARTWORK
PRODUCTS
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ONE VOICE, ONE VOTE. ACCESSIBLE TO ALL. You: “Tell me, who exactly is this product or service for?” Client: “Why, everyone, of course!” As common as this conversation is, rarely is designing for everyone a good strategy. With limited resources, and no way for a customer to really see themselves reflected in an offering that caters to all, the result is usually a neutered expression of its true potential, with lackluster metrics to follow. But every once in a while, a project comes along where “everyone” is exactly the right answer. DESIGNING FOR DEMOCRACY In the summer of 2015, I had the privilege to lead research at design and innovation firm, IDEO, during the first phase of a multi-year engagement with the L.A. County Registrar-Recorder/County Clerk office. Our big challenge was to design an intuitive, accessible voting experience and ballot machine for every type of voter, regardless of physical and cognitive abilities, native language, education level, or familiarity with technology. With nearly 5 million registered voters, Los Angeles County represents the largest voting jurisdiction in the United States. Its total population of over 10 million makes it larger than that of 41 individual U.S. states. So it’s safe to say, when it comes to diversity, any way you can slice and dice people into categories, L.A. does.
In design thinking - the creative problem-solving methodology I learned at IDEO and continue to practice, - research looks not just to the majority being designed for, but also to extremes. This is because people outside of the norm can better articulate what those satisfied with current solutions may not even notice.
committed and lifelong voters, nonvoters, college students and other new voters, community activists, and election volunteers. In addition to a visit to the Braille Institute, we also spent a day at United Cerebral Palsy, learning about people’s voting experiences (most of them not good), and the wide variety of tools and technology they use to make everyday life easier. This visit made a huge impression on me personally, moving me beyond preconceived notions and limited thinking, and it still informs my work today in healthcare.
The extreme profiles we recruited for included new citizens,
Through our extensive conversations and observations, we
DESIGNING FOR EXTREMES
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Los Angeles County’s newly designed voting booth was selected for inclusion in the Access+Ability exhibition at New York’s Cooper Hewitt, Smithsonian Design Museum.
gained empathy and practical knowledge of what it’s like to vote, and in many cases be denied access due to a lack of understanding brought to life through unintentionally thoughtless design. DESIGNING FOR THE FUTURE We were also fascinated to learn that the last time L.A. had redesigned their voting system, Robert F. Kennedy was running for President. From the piano-sized pneumatic crimping machine used to turn ballots into booklets (one at a time), to the hangar-sized warehouses used to store the current voting machines, visiting the various voting facilities was like walking through the set of a period film. It more than underscored the need for a new solution, especially one that could scale over time as new technologies proliferate. I have to say, when the project first began, it felt so big, so seemingly impossible, and with such high stakes, that it was almost paralyzing. Luckily by that point in my career, I had enough first-hand experience to know that design thinking is as close to a superpower as humans have. Soon enough we had frameworks, and personas, and prototypes guiding our path, informed by continued user research. And in 2020, the outcome of this richly collaborative effort will serve those 5 million voters, and hopefully more, including the people who inspired us during our research. There isn’t much that is more satisfying than knowing the hard work you’ve been a part of will give every person who wants to exercise it easy access to the vote they deserve.
Photos from the Access & Ability exhibition at New York’s Cooper Hewitt, Smithsonian Design Museum.
TRACY DELUCA (CW, 1998) Tracy helps lead design and innovation at Sutter Health, where she is working to positively transform healthcare. She is also Founder & Design Strategist at How Might We Design, and a Lecturer at Stanford d. school. 142
CHANGING IT UP: ADVICE FROM FOUR CAREER SHIFTERS Hawley Smyth, Senior Admissions Counselor for VCU Brandcenter, works with both students coming out of undergrad and those a few years in to get them where they want to go in their careers. Below, she brings us advice from four career shifters who used their time at the Brandcenter to switch into advertising from another career (proving you can come from any industry) to change teams. WHAT DO A COMEDIAN, MEDIA PLANNER, MEDICAL SCRIBE, AND FINANCIAL SALES MANAGER HAVE IN COMMON? They are all examples of career shifters that navigated into the advertising industry (with a little help from the VCU Brandcenter’s graduate advertising program). As Senior Admissions Counselor, I get to know each applicant—their interests, aspirations, life experiences. Some are sure of their path right after undergrad. But many (it seems more and more) are career shifters seeking our program after several years of work experience. I spend a lot of my day talking with individuals navigating transition (what an exciting headspace to be in!). Career shifters are fun to talk to because there are so many layers to their journey—their when, why, and how? We asked four Brandcenter alum to share their career shift when, why, and how, to inspire anyone looking to make a change.
CLAIRE WYCKOFF (CW,2011) From Comedian to Senior Copywriter at 72andSunny WHY DID YOU MAKE THE SHIFT? I was a theatre major and found my way into an improv 143
group. I loved it because it was scary and weird and creative. Doing improv satiated my desire for a creative life until I could find my way into a creative career. After years of doing improv and being unsure of my path, I found advertising, and I was like, FINALLY. A career where I can be creative and use my weird comedy chops. DO YOU STILL DO COMEDY? Yes. The thing that’s been remarkable is that I’ve gotten better at comedy because I realize WHY certain jokes are funny. They’re conceptual. I became a funnier comic because I learned it’s ok to throw out an idea that isn’t working. Find a new one. A better one. Improv helped me learn to come up with a bunch of ideas at the drop of a hat. This is an industry where thinking quickly on your feet helps.
JOHNNY ROELOFS (ST, 2013) From Media Planner to Associate Strategy Director at Johannes Leonardo WHEN DID YOU KNOW YOU WANTED TO SWITCH DEPARTMENTS? I started in the media planning department of a full-service agency. While watching football with friends, one of the agency’s ads came on. My friends asked how the ad was concepted—I had no idea. While I was part of the process, I hadn’t worked directly with creative teams. I liked analyzing behavior and data, and being strategic, but longed to jam with art directors and copywriters. Brand strategy was a great opportunity to use analytical skills, while applying them to the ad’s creative. HAS YOUR BACKGROUND TRANSLATED? I understand how media can lead a creative idea. Geico’s
“Unskippable” ads are creative thinking applied to a media problem on YouTube. Cole Haan’s “Don’t Go Home” campaign was built on owning media spaces that only came out at night. Each have brilliant creative thinking that lives on top of brilliant media thinking. If either the creative or media thinking goes away, it’s just another 30 second spot or billboard.
DEVIN ALTMAN (CW, 2016) From Mortgage Finance to Writer at BBH and AKQA HOW’D YOU MAKE YOUR MOVE? Sometimes you fall into a job, a life, a routine that you feel is just wrong—you burn several years doing it because it’s pragmatic, logical, the “right thing to do.” I had the desire to do something creative, but it took me a while to hatch and execute my escape plan. I thought about it for years. One day I did a Google search for ‘creative career change’ and saw a link to a website called Creative + Talent + Partners, a company owned by Cecilia Gorman. I sat on Cecilia’s information for a year before reaching out. She asked for writing samples, I sent them to her. She told me to make ads. I made ads. She mentioned Brandcenter. I wanted to apply in 2013, but I threw my application in the trash at the post office before sending it. The following year I sent my application in and was accepted. Two years later I was sitting on the rooftop of BBH LA, where I started my first advertising gig. ADVICE TO OTHERS WANTING TO DO THE SAME? Want it. No, need it. Prepare to work hard, be humbled. Pursue it brazenly, passionately, unapologetically.
FRANK GUZZONE (AD, 2013) From Medical Scribe to Design Director at Cityblock Health (A Sidewalk Labs Health Initiative) HOW’D YOU GO FROM SCIENCE TO ART? I was pre-med in undergrad and worked as a medical scribe at a Trauma I Hospital. I often helped physicians/residents with creative projects outside the ER (like illustrating a procedure for a resident’s journal submission). I realized I could utilize my “artistic” abilities to solve problems. Through mentors, I discovered an industry dedicated to solving company problems using creative methods—advertising. Since shifting careers, I’ve worked at two healthcare-related startups (Oscar and Cityblock) as a product designer, developing new software to provide care to patients. Having utilized existing/older medical software, I am able to help inform/improve the user experience of the new tools we develop.
While there are various avenues one can take, our program was designed to aid with the transition into the world of advertising, branding, and business. Our students are pushed by full-time faculty to use creative thinking skills to solve business problems. They gain practical experience creating campaigns for national/global brands. They not only refine a specific area of focus in one of five tracks (Art Direction, Copywriting, Creative Brand Management, Experience Design, or Strategy), but also understand how all these disciplines work together. Whatever route you take, I hope these career shifter stories will help you pursue the steps towards a career you’ll love in advertising. - HAWLEY SMYTH Featured in “We Are Next” weekly guest email collection. www.we-are-next.com
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Photo: PJ Sykes
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