Undergraduate Design Student Zach Beasley wins YouCanNow Award
Thu. July 30, 2015
Undergraduate Design student Zachary Beasley received a 2014–2015 YouCanNow (YCN) Student Award. The YCN Student Awards recognizes "emerging creative excellence." Beasley's project was assigned in a course taught by Associate Professor of Design Kate Catterall. His project proposal responded to a creative brief that aimed to "get people visiting and talking about theguardian.com”.
Beasley described his process:
I started with a research phase in which I learned more about The Guardian newspaper, its US-based competitors, and the "young (under 40), progressive, multi-screen, highly social" audience that they wanted to attract. I examined different papers' tone of voice, choice of subject matter, and branding.
Then armed with a greater understanding of the brand and what they needed, I set about establishing criteria to guide my campaign proposal.
The creative brief explicitly stated that they envisioned the campaign as "a guerilla marketing campaign, one that can be executed for minimal budget, in several cities, and generates conversation."
My understanding of the brand and the brief, however, led me to the conclusion that "guerilla" was not exactly what they needed. Instead of focusing on the getting readers to visit, I decided to focus on increasing reader retention with my proposal rather than increasing traffic with a guerilla campaign. The campaign I developed is a plan to build relationships with young potential readers on a new channel (snapchat), direct them to content on theguardian.com, and then increase brand recognition and return readership with interaction branding on the website.
Beasley is designer, entrepreneur and student at The University of Texas at Austin. He focuses on design as a worldview and way of thinking rather than a profession; he is interested in the connections between design and other disciplines, particularly business. Much of his design process is framed as problem solving, and his work traverses and combines experience, visual, and product design disciplines.
Rising sophomores look back on their first year at UT Austin
Wed. May 20, 2015
"My favorite thing about UT Austin thus far is the size of the Department of Art and Art History. By the end of the year, all the freshmen faces become recognizable, and it begins to feel like a small Twin Peaks-esque town."
— Guneez Ibrahim (BFA candidate in Design)
"My favorite experience from this year has definitely been going on the Holy Week trip to Antigua, Guatemala. On our second day there, we were on a walking tour of the town, and we walked past a shop playing Livin' On A Prayer by Bon Jovi.
I said, "Bon Jovi?"
Jason Urban turned around and said, "That's basically our life this week."
So, even though his comment didn't make perfect sense to everyone that heard him, one of the themes of our week became livin' on a prayer for sure."
— Kendall Bradley (BFA candidate in Studio Art)
"My favorite experience during my first year at UT Austin was visiting the BOT Greenhouse with my drawing foundations class to sketch. The light was really beautiful in the early spring, and it was nice to discover a new part of campus."
— Abbie Weller (BA candidate in Art History)
“One of the best things about coming to UT Austin is being able to interact with people in all disciplines. It really helps you to approach your own studies from a unique perspective.”
— Seth Murchison (BFA candidate in Studio Art)
"Probably my weirdest, yet funniest, experience during my first year was when I was walking back to my dorm late at night and came upon two guys trying to film a skate video in a street intersection. The guy being filmed was very slowly going across the intersection while the other guy was clumsily skating in front of him and filming. Both of them were wearing sunglasses, khaki shorts, weird hats, dress shirts, and ties — and looked barely conscious."
— Madalin Beavers (BFA candidate in Visual Art Studies)
Broadsides by Design sophomore selected for UT Poetry Center CantoMundo Poetry Reading
Wed. April 1, 2015
Broadsides created by Design sophomores have been selected for UT Poetry Center's CantoMundo reading. Copies of the Broadsides will be available at the reading on April 23, 2015 at 6 pm at the PCL.