UCDA Design Conference 2011: What to wear, what to eat!

Desert Apparel

The conference is just three weeks away, and it’s time to get packing! So... what should you wear?

Conference speaker Dion Zeuss, from ecoLingo, provided some great information and tips, and you can expect the temperatures to be in the 80s and 90s. Dion says Phoenix celebrates summer all year long, so t-shirts, shorts and sandals will definitely be appropriate. (You may need a sweater or light jacket for attending sessions in the air conditioning). Fashionistas, don’t worry about wearing white after labor day or fall colors, because everything goes in the desert!

The opening kick off party is outside and casual. The ground at Hidden Valley, the site of the party, has a pea gravel and sandy surface, and when I wore sandals there, I had to shake the sand and pebbles out, so be advised.

If you haven’t checked out the site for Pointe Hilton Tapatio Cliffs, take a look at all the amenities. There are lovely pools throughout, so bring swimwear if you want to take advantage of the water features. There's an onsite gym, and speaking of working out, the resort is located on the side of a mountain so a good hike around will also be good exercise.

Good eats

There are several onsite restaurants where you can get a decent meal at fairly reasonable prices, including a small gift shop for snacks and beverages. If you plan to rent a car, then Dion Zeuss suggests these choices:

AJs is an upscale grocery store with a cafe/coffee bar, deli, fromagerie, and a bistro (lunches and hot meals). There’s an AJ’s very near the Resort, located at 13226 N 7th St.

Also in the same direction, (heading North on 7th Street) then turning right (East) at the first light on Thunderbird, will take you across the State Road 51 and onto Cactus Road to Paradise Valley Mall where one can shop, eat, etc.

Probably the best collection of good restaurants in one stretch would be South of the resort on the Camelback Road corridor, which includes the Biltmore area. You can check out general restaurant info.

And then there is the Biltmore itself, it’s a great place for evening cocktails on the patio. But if you are looking for an elegant and upscale venue for dinner, consider the resort's Different Pointe of View, which features delicious food and wine with an incredible view of the valley.


If you want to get out and experience local, one-of-a-kind favorites, Dion suggests these establishments located in the Camelback/uptown Phoenix area. Click the links for more information:

LUX coffee bar
Luci’s Healthy Marketplace and Coffee Bar
La Grande La Orange cafe/grocery (super cute place to grab a bite, sit on the patio and peruse the gift shop).
La Grande La Orange Pizza
Postino Wine Cafe
Smeeks (A cute little sweet shop, and while you are at Smeeks, check out Frances Vintage next door)
Churn (artisan ice cream)

So there you have it... Leave the office behind and relax in shorts and summer gear, and sample some great cuisine. De-stressing will surely get your creative juices flowing. You'll return to work inspired and ready to put into practice the many things you’ve learned!

Creativity and Collaboration: Wil Heywood. Kevin Smith. Cindi Farmer

Hello everyone,

I hope that you have had a chance to read through these posts for insight on the speakers we have lined up for the 41st Annual UCDA Design Conference.

When I started organizing this year’s event, I researched the topics from past surveys where members indicated what they'd like to learn about. Not surprisingly, at the top of the list were new technologies.We have planned programming to address everything from best practice and theory to the technical nuts and bolts of new technology. A second theme emerged from the surveys, which was basically, “how do we be creative, stay creative, and stimulate creativity” at a time when enonomic pressures have left many of us with smaller staffs and increased workloads?

Back in May, I highlighted our opening keynote, Bob Hambly of Hambley and Woolley. Bob will start the conference of with an inspiring speech on creativity. We have two more speakers that will also address this topic, Dr. Wil Heywood of Arizona State University, and Kevin Smith of Auburn University. And Cindi Farmer from ASU will tell how collaborating among designers resulted in a better photo-sharing solution.

Designers are uniquely qualified to help their institutions harness the power of creativity, technology and communication to prosper and grow, but sometimes we need a little help in how to convey our ideas, and how to collaborate with campus partners.

Dr. Wil Heywood comes highly recommended by ASU designers who have taken his course on creativity. He has an interesting background as a Clinical Psychologist, and at present his research and practice explores the role of team building, creative collaboration and mindfulness as it relates to design education and critical visual thinking.

Join Dr. Heywood for his session, “Creativity, Confidence & Collaboration.” This is a session for those who understand the need to bring more creativity, playfulness and flexibility into their work. The ability to respond creatively to new challenges is demanded by everyone, but making the switch from imitative and rule-bound behavior to creative innovation and flexibility requires a profound change in our attitudes about ourselves and our capabilities. Learn how this energy can be applied with confidence in your individual work and collaborative efforts with others.

Kevin Smith, an educator from Auburn University, will present his session, “IDEATION: Generating Idea Bubbles.” Ideation is the process of forming and relating ideas, and relating them to design which is the visual sum of these ideas. Tap into your creative juices and find out what idea generating methods are new, what methods have stood the test of time and which methods seem to work best.

In addition to teaching, Kevin also runs a small design studio, which, just like all of us, found themselves in the position of having to adapt to new technologies and online expectations. His session “Small Studio Transitions from Traditional Print Media to a Multimedia Studio,” will tell how, with limited resources, they were pressured to be more creative and resourceful in a multimedia environment. He will outline the studio’s path to become a successful multimedia studio, and the tips and tools he used to get there.

Our last speaker to be profiled is Cindi Farmer, from Arizona State University, who will present “Flickr Photo Management.” ASU struggled for years with how to manage and share a sprawling photo library at their large university. Several designers worked together to find a solution and decided the best solution for them was to use Flickr. She will share their experience, and talk about the models and processes that have worked for the community of designers at ASU. Come join the conversation.

The conference’s theme of “THRIVE” truly resonates with me. We all must do everything we can to stay on top, and the past few years for colleges and universities have been challenging to say the least. Armed with resources and knowledge, I do think that it is not only possible to survive the current crisis, but to evolve, grow and thrive.

Use what you learn in Phoenix, because you can be a great resource for your institution!

Featured School: Northern Arizona University. Susan Kirtland

Inspiring Online Insight

Continuing with our theme of “Thrive,” we have some great presentations on online practices that will help keep you on the cutting edge to help you reach your audience...

For our featured school presentation, join Sandra Kowalski and Trey McCallie from Northern Arizona University for their presentation, “Elevating the Digital Experience.” NAU recently undertook the gargantuan task of revamping their entire system, taking 300 web sites that were under performing, to make them into something that helped them achieve their mission and strategic roles. Sandra Kowalski leads the University Marketing and Printing Services departments at Northern Arizona University, and Trey McCallie is the university’s web master. They’ll show you how the team conducted research and changed management strategies that influenced the design, photography and content creation, resulting in a more relevant, revitalized web presence.

Susan Kirtland, of Propeller Communications, will present “What Your Visual Messaging Really Says About You.” She is a nationally recognized expert in strategic marketing and positioning. Susan will demonstrate how a more powerful approach to brand positioning includes the identification and use of accurate visual cues that will trigger the desired perceptions you want for your college or university. Through the use of actual case studies, she will explore the five elements of successful visual messaging. Learn the important role graphic design plays in your institution’s brand positioning and how it directly impacts target audience perceptions.

Another key aspect to success is your website’s usability. Susan presents “Do-It-Yourself: Testing Your Website’s Usability.” Learn how to use in-house resources to test your institution’s website for effectiveness and ease of use. Topics include how to assemble a concise questionnaire to achieve optimal feedback, how to conduct the testing on your campus and how to use the data to determine the appropriate refinements to make a positive impact.

The Means for Great Magazines

Schedule change: Domenica Genovese and Brenda Foster from Greatest Creative Factor, a firm that specializes in marketing for education, will present two sessions to replace Marc Oxborrow’s sessions scheduled for Monday, October 17.

The new programming should give designers who are searching for quality content on magazine design something that will not only be extremely helpful, but also inspiring. This programming provides The Means for Great Magazines...

So, alumni magazine designers and editors, what are your issues with your magazine? Too little time? Too much copy? Too little budget? Too many cooks? Join Domenica Genovese, partner and creative director at GCF, for her session, “Having Issues?” This presentation will focus on ways to make great magazines in spite of the obstacles you may face. Topics include designing a flexible grid, beginning with great covers, creating memorable feature stories, using contrast, pace, and rhythm, and more. Domenica will encourage you to participate in the discussion with your own thoughts, observations, and success stories.

We’re all on this speeding train known as “technology,” and it’s becoming a clear expectation to have your magazine available online...

Do you ever wonder how your online magazine compares to others? Are you interested in ways to make your magazine more compelling? Should you keep or kill the print version of your magazine? Brenda Foster, partner at GCF, explores these questions and more in her presentation, “100 College Online Magazines.” She shares results of a survey she led last year, where survey participants from 100 online college magazines answered 24 questions in five categories—the landing page, marketing, design, navigation, and technology. This data was analyzed and supported by interviews with alumni magazine editors who spoke about their specific challenges and successes. The presentation will reveal the do’s and don’ts and best practices for creating and launching a great online publication.


I’m excited about this great new programming. See you in just 4 weeks!

Elizabeth Scarborough. Aisling Kelliher. Lauren Candito

In today’s economic environment, designers must work smarter than ever in order to thrive. This might mean using research and data to your best advantage, or finding new ways to connect with your audience. The trio of speakers showcased here can give you that smarter edge...


Working smarter with research data

Elizabeth Scarborough will present a general session, “Bridging the Gap: Building Design Strategy on Marketing Research Data.” An engaging speaker who is an industry leader, Elizabeth promises to prove, once and for all, that data geeks and graphic designers can live together in harmony!

More and more, colleges and universities are conducting comprehensive, multi-audience marketing research in order to establish a brand positioning strategy. And once the positioning strategy is established, a creative concept needs to be developed to bring that brand to life. But, how do you really bridge the gap between research and creative? How can data lead to design?

Elizabeth will present powerful case studies to illustrate how colleges and universities on the cutting-edge of higher education marketing have drawn creative concepts directly from market intelligence. She’ ll highlight the research findings and then walk through the creative concepts that spawned from lively discussions!

In addition to clocking more cell-phone hours in airports and rental cars than George Clooney in Up in the Air, Elizabeth Scarborough is CEO and Partner of SimpsonScarborough, and is a nationally recognized expert in the use of research to drive marketing and branding efforts, with 18 years of experience in providing strategic solutions to colleges and universities.



Working smarter with an emotional connection

Telling stories is a fundamental element of what makes us human. It is also a highly intuitive way in which we make sense of our everyday lives. From the earliest cave drawings to Polaroids, blogs and tweets, we have always used a rich variety of media and technologies to represent and understand our lived experiences. Join Aisling Kelliher, media systems designer from Arizona State University, for her session, “Mediated Storytelling: Telling Something to Someone about Something.” An expert in her field, Aisling will explain how today’s social media platforms, mobile applications and hybrid physical/digital environments present rich opportunities for creating new forms of storytelling experiences. Join her as she demonstrates how to design, build and evaluate engaging mediated storytelling platforms.


Working smarter with social media

Lauren Candito from Social Media Solutions offers two sessions that will help you reach your audience using today’s tools and practices. Her first session, “Game Changers: How Educational Institutions are Using Social Media,” explores the advent of new technologies, such as the internet and mobile, which have given rise to an inter-coupling of relationships across vast numbers of digital social networks. The speed at which these communications take place, their lack of geographic or social boundaries, and their ability to convey complex information and synthesize millions of viewpoints into easily digestible formats is unprecedented in the history of man. Higher education has not been immune to these changes, and our traditional educational systems find themselves buffeted by social media and the various technologies that it rides upon. Learn how higher education institutions can leverage social media to your advantage.

Lauren will also present “How Today’s Students Use Social Media.” Today’s college students use social media (i.e., Facebook, Myspace, Twitter), cell phones, blogs, and instant messaging at higher rates than people from other generations.Yet faculty members generally lag behind students in their use of technology. While some embrace it, most faculty have negative views of newer technologies, believing that technology use hurts students academically and socially. Nevertheless, research shows that students utilize newer technologies that are beneficial to them. Recent research has shown that students who use Facebook at high rates have more positive educational outcomes. And the use of blogs, cell phones, and instant messaging have all been shown to promote student academic and psychosocial development. Learn the trends so that you can “talk the language” of your key audience and communicate effectively!


Check back soon to learn how your online presence can be the best it can be. Sandra Kowalski and Trey McCallie from Northern Arizona University recently revamped their entire online system and will share insights and lessons learned from their experiences. Susan Kirtland, of Propeller Communications, with present two sessions about what your visual messaging says about you, and how to to a self-audit of your website’s usability.

Photography Workshop. Roberto de Vicq de Cumptich & Matteo Federico Bologna.

Photography Workshop

Now that you’re coming to Phoenix, be sure to check out the photography workshop that precedes the conference on Saturday— “Create an Effective Mood.” We’re trying something different this year by offering this programming before the conference so that you can add this on with minimal additional expense. If you have always wanted to try one of UCDA’s photography workshops, here’s your chance!

You know those clients, the ones that say, “I know what I want when I see it?” Working with such a vague direction can require unnecessary work and endless revisions. This workshop will show you how to start a conversation about the visual direction of a project before you fully invest in a design. Using a digital camera, you will explore the pre-conditions to design and learn how digital mood boards can creatively kick start the design process. With your visual tools, evoke feelings or tones that will engage the client early in the design process, improving communication and creating work flow efficiencies.

Exercises will help you “get out of your own way” as you explore color, light and texture and refresh your approach to your own work. This workshop is for all levels of digital camera experience, and you supply your own camera, computer, etc.

This workshop actually begins online on Monday, October 3. You will have several photographic assignments on your campus and/or surrounding areas and online discussions, culminating in the half-day workshop in Phoenix with presenters Richard Jividen and Jody Zamirowski.

Fee $75. Includes online program starting October 3 and boxed lunch. Pre-registration required and space is limited to 25 participants.

Roberto de Vicq de Cumptich
Matteo Federico Bologna

The art of typography is a powerful form of communication. For instance, have you ever noticed posters in a different language that are so striking even though you can’t read them? Now imagine if you could read them, only to discover they are advertisements for something different than you thought, or something that you find offensive. You might not like it as much, but the visual power still drew you in.

Since English is the second language for Roberto de Vicq de Cumptich and Matteo Federico Bologna, they say in their refined accent ... ‘hummm, like ahhhh, rrrreading is rrreally overrated.’ What is their solution? They communicate with type. And boy, do they! They are masters of typographical illustrations, and their inspired work with type garners international praise. Matteo is principal at his design studio Mucca Design, with a focus on branding for big and small corporations, including Victoria Secret and Rizzoli. Roberto is president and receptionist of his own design studio, deVicq, that specializes in restaurant and publication design. Come and try to understand what the hell they are talking about with their general session, “English for me is Greek.”

Matteo and Roberto will also present a breakout session, “Typographical Survivor.” If you didn’t have the chance to experience their session in San Diego in 2005, you won’t want to miss this in Phoenix. Imagine this—you have no budget, the computer has hiccups, and the artwork was provided by the (air quote) gifted (air quote) three-year-old daughter of your client. Enter Typography to save the day! In this session, you'll explore the versatility of creating type from thin air.

Lois Ellen Frank. Dion Zeuss. Trish Witzkowski.

Krider Prize for Creativity: Lois Ellen Frank

The winner of the Krider Prize for Creativity this year is Lois Ellen Frank. Lois has successfully navigated the worlds of photography, advertising design and publishing. Most recently, she embarked into uncharted territory, pursuing a doctorate in anthropology and creating Red Mesa Cuisine with its mission to promote Native American, local and sustainably sourced foods.

Monday, October 17 at noon, this remarkable chef will present a presentation on photography and Native American and indigenous foods with a lunch that she personally designed for UCDA. The menu consists of Corn Soup, Stuffed Quail with Strawberry Sauce and Flourless Chocolate Torte. The use of unusual and quality ingredients promise that this will be a unique and memorable culinary experience. Be sure to register early as seating is limited, and there is a fee for this event.

Lois has just published a must-have cookbook featuring this work, Foods of the Southwest Indian Nations, and copies will be available at the conference. Be sure to check out both of these websites: Lois Photography and Red Mesa Cuisine .

Created in 2009 by the UCDA Foundation, the Krider Prize for Creativity honors creativity wherever it may be found. Recognizing that designers draw their inspiration and influences from a broad range of fields and experiences, the Krider Prize provides access for UCDA members to a variety of creative people and organizations.



Dion Zeuss

On the subject of sustainability, many of us are wondering, “now that I’m using FSC and recycled paper, and I've reduced my print as much as possible ... what’s next? Dion Zeuss is on board to present “Why Sustainable Design is Smart Design.”

Dion is the Creative Director of ecoLingo, a Phoenix design firm that specializes in sustainable design, and she is passionate about what they do. Her award-winning studio is dedicated to green design, blending design ecology, style, and sustainability. And out of thousands of submissions and only 230 design firms selected, two of ecoLingo’s projects were showcased in The Big Book of Green Design.

In her presentation, she explains that smart design thinking conserves resources, energy and money. Explore how to rethink your design role, gain tips to “work smarter” (what changes can you make in just your office that could make a difference?) and gather inspiration from samples of world changing design solutions from around the globe.



Trish Witkowski

Think you know all there is to know about designing brochures? Trish Witkowski, Chief Folding Fanatic at the Fold Factory is about to reveal more about folds than you ever thought possible with her session, “Escape the Tri-fold Funk.”

Ever seen a twist fold, a snake fold, a reveal folder, an angled roll fold, a swinger fold or a bidirectional accordion? Trish will share her passion for all things folded. Learn how to leverage the folded sheet to communicate your message and get results that will maximize the success of your projects. Explore exciting new solutions and learn from the industry’s leading expert in creative folding solutions for print.

Be sure to check out the Fold Factory website which is full of helpful videos and tutorials. There’s something for everyone at all stages of a design career.

It's in the Mail!

By now, you should have received the 41st Annual UCDA Design Conference brochure!

You’ve seen the lineup of great speakers and subjects, and you really want to attend this conference. How do you convince your boss? Professional development is an investment that pays back, and here are a few points for the argument:

1. You’ll connect with the design community to build a successful network of higher education experts, learn from others in your industry and share ideas so you can face challenges with the right knowledge and support. UCDA is the only organization geared specifically for designers working in higher education.

2. Learn hard-hitting instruction from our stellar lineup of speakers. From lessons learned, you will know how to:
• Transition traditional media to mobile (including iPad, social and web)
• Find out how to use market data to influence decision makers and build design strategy
• Learn the importance of good content and rich storytelling
• Get up to speed on video training and techniques
• Learn to effectively collaborate with colleagues
• Recharge your creative batteries

4. Gain inspiration from the award-winning work in the UCDA Design show. Come away with fresh insight and ideas to create appealing communications that work.

5. Visit vendors at the UCDA Resource center to learn about new products that will enhance your work and production capabilities.

How will you THRIVE?
The past few years have been challenging to say the least. The truth is, it is not only possible to survive the current economic crises, but to also evolve, grow and THRIVE. Institutions that use design thinking can increase the significance of their brand, compete more effectively for students and resources and enhance their reputation. It will not be the smartest or the strongest that survive the arid landscape, but the ones most adaptable to change. Come to Phoenix for the 41st Annual UCDA Design Conference, and take new thinking back to your institution. THRIVE.

Garrick Chow & Creative Workshops

Garrick Chow

Garrick Chow spoke to the UCDA audience in Savannah and Seattle, garnering rave reviews. He returns to present Preparing Your InDesign Documents for the iPad. As the popularity of digital eBook readers continues to grow, it’s become increasingly important for you to offer your publications in a format that’s friendly with devices like the Kindle and iPad. In this session, lynda.com author Garrick Chow walks you step-by-step through the process of tweaking your existing inDesign documents and converting them into the ePub format for viewing on the iPad. Garrick will also provide an overview of the options that are available for distributing your publications to the iPad, and how to convert them to other eBook formats for use on devices like the Kindle and Nook.

Garrick also will present iMovie in an Hour. These days, video is a must-have option for creating that rich media experience, and Apple iMovie is the easiest way to import, edit and share videos. In this session, Garrick will show you everything you need to know to go from raw footage to final product, including how to edit video and audio, and how to share your movies over a personal website or via facebook and YouTube. It’s easier than you think to get started creating video content!


Optional activities: Creative Workshops

There are many optional activities planned—from tours and mini workshops to morning walks and publication speed dating. Check the blog often for more information on these amazing options. The Creative Workshops will help you create elements that can have many applications:

Light Painting Workshop: The Dutch Masters knew what they were doing in their use of light, and that drama was best achieved if only a part of the painting was lit. With a few simple tools, it’s possible for anyone with a camera and an imagination to make painterly, artistic still life images. Join photographer Earl Richardson, and leave this session with an image and the skills to make even the most mundane of items look beautiful. Its simple and it’s fun, and you’ll come away with a technique that has unlimited potential for it’s use.

Watercolor Workshop: Join artist and illustrator Dale Cochran, who is also senior creative director at Clemson University, for a watercolor painting workshop on the patio (weather permitting). Dale will walk you through basic tips and techniques for painting an Arizona-themed still life. Come away with a new appreciation for this painting medium and a keepsake work of art.


Workshops have additional fees, and space is limited so register early!

Lori Schmidt and Todd Haynie. Brad Mitchell

Lori Schmidt and Todd Haynie: When is Creative “Too Creative” for Admissions Campaigns?

You’re a designer. You crave those opportunities to exercise your creative chops and push the design envelope. On a college or university campus, new recruitment campaigns present just that opportunity!

Or do they? Today’s prospective students have definite ideas about being “marketed” to when it comes to their college or university selection process. How conceptual can you really be with your creative direction? At what point does design need to take a back seat to clear marketing messages? And what visual trends are resonating with students?

Lori Schmidt, of Lime Twig Group, and Todd Haynie from Eastern Arizona College will show you how they’ve balanced eye-catching design with primary marketing messages to resonate with the right students.
Eastern Arizona College is Arizona’s oldest community college and has a unique set of marketing distinctions. The college profiles more like a private, four-year residential college in many ways.

Everyone can learn from this interesting case study, and they’ll take a look at other campaigns that have resonated well with students, and some that haven’t. Come prepared to share your thoughts and ideas!



Brad Mitchell: Transitioning Alumni Magazines from Print to Web, and Ten Tips for Creating Online Video.


Our design landscape has certainly changed rapidly in the past five years. Technology moves at a rapid pace, and everyone needs tips and strategies to keep up!

Brad Mitchell and his team from Missouri State University used an easily customizable WordPress ttheme to launch their print magazine online, and they did it with just a few staff members and students.

Many institutions have ‘gone digital’ with their alumni magazines by posting simple PDF versions or by paying third-party vendors to create Flash page-flip versions. Brad will demonstrate how Missouri State University designed and built their new magazine website. The presentation will cover the challenges of transitioning from print to web, the design and implementation process, social media integration and interactivity with readers.

And once you have that great site, you’ll need video content. Brad also presents “Ten Tips for Creating Online Videos.” Video is not only is it the fastest growing mobile application, it is also the fastest growing medium in the history of the world. So what are you waiting for? In this session he’ll cover basics like necessary equipment and setup costs; how to interview students, faculty and alumni to get authentic answers and quotes; and finally outline best practices for utilizing free tools like YouTube, Vimeo and iTunes U to host and spread your videos via social media outlets and your institutional websites.


For the next blog, I’ll outline the sessions from Garrick Chow. Garrick offers a session on iMovie, which is great beginning if you’ve never attempted video. With Garrick and Brad’s sessions, you’ll come away with the confidence to get started making your own video content.

Garrick also has an amazing session planned on how to publish to the ipad... Stay tuned!

Keynote Speakers: Bob Hambly and DJ Stout

June 7, 2011

We have a lineup of great speakers, so in the next few weeks, I'll highlight these individuals on the blog. I am excited about our keynote speakers, and I think you'll be inspired by their presentations.

Keynote Speakers

Opening Keynote Session: Bob Hambly on "Creativity."

When I first spoke to Bob about his session on Curiosity, I wondered what inspired him to prepare this lecture, which was first presented to the R.G.D. of Canada. He’s been thinking about the idea of curiosity for a quite a long time—about how it can be nurtured and encouraged, rather than feared and under-valued.

Bob Hambly is the creative director of Hambly & Woolley Inc., a Toronto-based, multi-disciplinary graphic design firm he co-founded with his partner, Barbara Woolley. Over the past 20 years, the firm has received over 350 national and international design awards—an impressive number by any standard.

When asked to prepare a lecture on any topic he desired, Bob jumped at the chance to delve into what intriques us. The result has been popular on the road, and lecturing to different audiences—architects, graphic designers, interior designers, MBA students and design students—one thing has been clear, the topic of Curiosity resonates with everyone.

Bob will isolate 5 areas where improvements will help spur your creativity. Learn new techniques, or refresh your current habits and thrive with fresh ideas.

Grand Finale Keynote Session: DJ Stout, "Content is King."

When I was preparing for this conference, I reviewed survey comments that attendees had made after past conferences, and under the question, “who would you like to see as a speaker?” the popular response was DJ Stout. Long a fan myself, I was unsure about how to approach this icon of the design world. Email? Formal letter? Phone call? I decided an email would be a good start. “Absolutely,” he replied to my very first email, and with that generous spirit, I knew we were in for a treat.

DJ Stout is a sixth generation Texan, born in the small West Texas town of Alpine. He studied graphic design at Texas Tech University, and began his graphic design career working for Robert A. Wilson Associates in Dallas. After moving to Austin, he was the award-winning art director of the nationally respected and critically acclaimed Texas Monthly magazine. In January 2000 DJ joined Pentagram, where DJ’s wide-ranging expertise encompasses the design and redesign of a variety of publications including magazines, books and catalogs. He and his team also specialize in identity design, branding, packaging, exhibitions and website design.

DJ will emphasize the importance of depth with “Content is King.” All publications are about content. Sure, a magazine, a college view book or a website could look marvelous, but it is not going to survive long if it doesn’t have something to say. Every publication needs to understand who their specific audience is and they need to understand how to create vital content that resonates with their particular constituency. Vital content is more than just good writing, it can be that of course, but the most effective publications deliver content through powerful conceptual photography, thought provoking illustration and a fluid combination of all those elements.

Veteran designer DJ Stout will talk about strategies and techniques for creating publications that look great and actually say something too!


As impressive as our keynote speakers are, the breakout session speakers are equally impressive. Check here for more profiles each week...

Breakout Session Overview

We all need to keep up with technology and follow communication trends, and we can use techniques to refresh our creativity, too! The breakout sessions at the UCDA Annual Design Conference will provide tools to help us keep our edge and thrive in the higher ed market.


Here's a brief overview of the Breakout Sessions:

Lauren Cantido, of Social Media Solutions will provide valuable insight on how social media is being used. Check out Game Changers: How Educational Institutions are Using Social Media, and How Today's Students Use Social Media. You'll come away with information to help you take advantage of this fast-paced media platform.


Brad Mitchell, from Missouri State University transitioned their print magazine to online with minimal in-house staff and just a few students. Learn how they did it with Transitioning Alumni Magazines from Print to Web. He will also provide Ten Tips for Creating Online Videos.

With over a decade of design experience in eco design and visual communications, Dion Zuess from ecoLingo Studio believes that designers have a unique opportunity to integrate talent, communication strategies, and social responsibility. Join Dion for Why Sustainable Design is Smart Design, and explore opportunities to rethink design roles, gain tips to "work smarter" and gather inspiration from world changing design solutions from around the globe.

Trish Witkowski is Chief Folding Fanatic at FoldFactory.com. Ever seen a twist fold, snake fold, reveal folder, angled roll fold or bidirectional accordian? Trish will show how fresh new solutions can maximize the success of your projects in her session, Escape the Tri-fold Funk.

When is Creative "Too Creative" for Admission Campaigns? You're a designer. You crave those opportunities to exercise your creative chops and push the design envelope. New recruitment campaigns present just that opportunity! Or do they? Lori Schmidt of Lime Twig, and Todd Haynie from Eastern Arizona College will talk about the definite ideas today's students have about being "marketed" to. EAC is a campus with unique marketing distinctions, and their recent marketing strategy pairs eye-catching design with primary marketing messages to reach the right students. Explore this successful campaign and others that have resonated well with students.

Wil Heywood is a Clinical Psychologist whose recent research explores the role of team building, creative collaboration and mindfulness as it relates to design education and critical visual thinking. In Creativity, Confidence and Collaboration, find out how to bring more creativity, playfulness and flexibility into your work.

You're looking at that really bad photo that you just to have to use... Can you fix it? Join photographer Earl Richardson to learn techniques from his session, Lipstick on a Pig—tips that can help salvage that problem photo.

Along the same lines of working smarter, join Roberto de Vicq de Cumptich and Matteo Bologna for their Survival Type session. Imagine this scenario: You have no budget, the computer has hiccups, and the artwork was provided by the (air quote) gifted (air quote) three-year-old daughter of your client. Enter Typography to save the day! Explore the versatility of creating type from thin air with this class exercise.


Garrick Chow, from lynda.com presents two can't miss sessions. He will revisit the popular iMovie in an Hour which he presented at the 2008 Savannah conference. iMovie is the easiet way to import, edit and share videos, and Garrick shows you everything you need to know to go from raw footage to final product.


Garrick Chow also is presenting Preparing Your InDesign Documents for the iPad. He will walk you step-by-step through the process of tweaking your existing inDesign documents and converting them into the ePub format for viewing on the iPad. Garrick will also provide an overview of the options that are available for distributing your publications to the iPad, and how to convert them to other eBook formats for use on devices like the Kindle and Nook.

From Auburn University, Kevin Smith is an educator who teaches design and runs a design studio. His studio faced the same pressures of adapting to a multimedia environment that we all do, and he'll share the tips and tools he used to get there. Kevin will also present his session, IDEATION, Generating Idea Bubbles. This session will explore the process of forming and relating ideas, and design is the visual sum of these ideas.

Check out Do-It-Yourself: Testing Your Website's Usability. Susan Kirtland, of Propeller Communications, will present how to use in-house resources to test your institutions website for effectiveness and ease of use. Susan will also present a session, What Your Visual Messaging Really Says about You. Through actual case studies, you'll explore the five elements of successful visual messaging.

Telling stories is a fundamental element of what makes us human. It is also a highly intuitive way in which we make sense of our everyday lives. From the earliest cave drawings to Polaroids, blogs and tweets, we have always used a rich variety of media and technologies to represent and understand our life experiences. Today’s social media platforms, mobile applications and hybrid physical/digital environments present rich opportunities for creating new forms of storytelling experiences. Join media system designer Aisling Kelliher for Telling Something to Someone about Something, as she demonstrates how to design, build and evaluate engaging mediated storytelling platforms.

Arizona State University struggled for years with how to manage and share a sprawling photo library. Several designers worked together and found a solution by using Flickr. Cindi Farmer will talk about the models and processes that have worked for the community of designers at ASU wiht her session Flickr Photo Management.

Okay, folks, this was long, but we have such exciting sessions planned, I wanted to give you all an overview of what's to come. Next week I will begin to share in-depth session reviews and bios for our speakers...

Get ready for Phoenix!

It's time to grow, evolve, and THRIVE!

We're well on our way to another great UCDA Annual Design Conference in Phoenix, October 15-18th, 2011! The lineup of speakers will inspire, educate and provide the relevant tools that you need to THRIVE in your job.

Check this blog weekly for updates and insights on programming and activities. You can find detailed information on the UCDA website as well, just follow this link: http://ucda.com/conference.lasso, and click on the conference activities listed on the left side.

General Session highlights include:

Keynote speakers Bob Hambly, of Hambly and Woolly Inc., with his session, "Curiosity: The Designer's Secret Weapon;" and from Pentagram, D.J. Stout with "Content is King."

Bob Hambly's session will take a close look at Curiosity, and how it can be nurtured and encouraged rather than feared and undervalued.

D. J. Stout will talk about the importance of content. The most effective publications deliver content with good writing, powerful photography and thought-provoking illustration in a fluid combination of all these elements.

General session speakers include Elizabeth Scarborough of SimpsonScarborough, Sandra Kowalski and Trey McCallie from Northern Arizona University, and Roberto de Vicq de Cumptich and Matteo Bologna, masters of typography.

Elizabeth Scarborough promises to show how research findings can spur creative concepts that prove, once and for all, that data geeks and graphic designers can live together in harmony.

How do you take 300 web sites that underperform and make them into something that really helps you achieve your strategic goals? Sandra Kowalski and Trey McCallie of Northern Arizona University will present a fascinating case study of the NAU process.

Because English is the second language for Roberto de Vicq de Cumptich and Matteo Bologna, they communicate with type. Come experience the power of typography and visual imagery.

Next up, breakout session highlights...

See you in Phoenix!

UCDA Design Conference: Thrive (2011 conference trailer)

The past few years for colleges and universities have been challenging to say the least. The truth is, though, that it is not only possible to survive the current crisis, but to evolve, grow and...

Inspired, Smart Designers = Happy Clients + Strong Institutions

Institutions need to turn to one of their greatest untapped resources: their designers. By using "design thinking," institutions can increase the significance of their brand and compete more effectively for students, resources and enhanced reputation.

Designers are uniquely qualified to help their institutions harness the power of creativity, technology and communication to prosper and grow.

Thrive in Phoenix
Experience the only major design conference in North America specifically created by and for designers working in education. Programming is in development that targets the topics you told us were most important to you. UCDA consistently delivers a top-notch conference experience at a competitive price.Come be inspired.

UCDA Design Conference
October 15-18, 2011
Phoenix, Arizona