Creating interesting work for audiences that span generations, cultures and personalities can be a challenge. Creating that work with those that have different skill sets and goals can make it feel almost impossible. But if we can bring together the individually beautiful elements, we can produce a shimmering masterpiece.

The 46th Annual UCDA Design Conference provides you an opportunity to get an in-depth look at the issues facing designers and communication professionals, both in and out of educational institutions, and gain inspiration for better collaboration.

UCDA gathers colleagues from across North America, providing a space to share ideas and solutions. See how to integrate different media and talent to tell your best institution story. Learn of new innovations and services you can mix into your workflow. Find out how your colleagues are reaching a myriad of audiences: from student to alumni, scholarship recipient to donor, first-generation to legacy.

Join us in San Antonio, a city of mosaics.

REGISTRATION FEES

For more information or to volunteer, contact the UCDA Home Office at 615-459-4559, info@ucda.com or contact Christine Prado, 2016 conference chair at prado@clemson.edu.

 SCHEDULE

SATURDAY, SEPTEMBER 24

8-9 a.m.
Early Registration for Pre-Conference Activity Attendees

9 a.m.-12 noon
Optional Activity: Telling Your Story with Video SOLD OUT
Stephen Diehl, News Director at Middlebury College
Chris Spencer, Senior Digital Media Producer at Middlebury College

With various new digital tools at our disposal, many of which are available at little to no cost, why do so many videos still miss the mark? In this practical workshop, Stephen Diehl and Chris Spencer will give a thorough introduction to video storytelling techniques for higher ed design professionals. Topics will include storytelling strategies to support your brand; the basics of framing, lighting, and audio; mobile and DSLR video; dos and don'ts of video editing; an essential gear petting zoo; and tips on integrating your video into your web and social media channels. This is a great workshop for designers looking to expand into basic video or broaden an existing program.
Optional activity. Fee: $60 pre-registration required and space is limited.

9 a.m.-12 noon
Optional Activity: Printing Without a Press SOLD OUT
Julie Spanos, Marketing Manager for Student Affairs, University of Texas at Dallas

Create one-of-a-kind painterly prints using gelatin as a printing surface. Gelatin monotype is a low-tech, non-toxic form of printmaking that requires no press and uses water-based inks or paint. You'll find joy in this creative process through the layering of colors, patterns, and images. Because you never know what you're going to get when you pull your print, this process is perfect for experimentation. Julie spanos will show a variety of techniques that allows participants to create a finished piece to take home. Participants are also encouraged to utilize this process for their design work—backgrounds, illustrations, and images.
Optional activity. Fee: $60, includes supplies and instructions. pre-registration required and space is limited.

9 a.m.-2 p.m.
Optional Activity: Sketchbook Journaling
Lee Kline, UCDA Founder and Sketchbook Artist

Artists and writers have recorded their travels in personal journals for centuries. A sketchbook journal contains descriptions and drawings of a traveler's experiences, normally written during the course of the journey, intended on updating friends or family on the travel. Take your own journey through San Antonio and along the Riverwalk with artist and UCDA founder Lee Kline as he explains travel journaling and helps you with your own as you walk and discover the area. There also will be time during the conference for participants to meet and share the progress of their journaling. See some of Lee's work at www.flickr.com/photos/sketchrboy.
Optional activity. Fee: $60, includes supplies, instructions, and boxed lunch. pre-registration required and space is limited.

1 p.m.
Registration Opens

2:30-3 p.m.
Volunteer Meeting

3-3:45 p.m.
Newcomers Reception

3:45-4:30 p.m.
Networking Reception

4:30-5 p.m.
Opening, Welcome and UCDA Foundation Krider Prize for Creativity Presentation

5-6 p.m.
1. General Session: Mosaics: Leaving Your Mark
Jim Bachor, Mosaic Artist, UCDA Foundation Krider Prize for Creativity Recipient

For over 15 years, Chicago artist Jim Bachor has adapted the mosaic—an art form that dates to at least the third millennium BC—and applied it to contemporary American life. Working almost 25 years as a designer in advertising helped facilitate this melding of old and new ideas. From junk food to potholes to breakfast cereal, his vibrant work permanently locks into mortar unexpected concepts drawn from the present. Using the same materials, tools, and methods of the craftsmen of antiquity, he creates mosaics that speak of modern things, but in an ancient voice. By harnessing and exploiting the limitations of this indestructible technique, his work continually surprises the viewer, while challenging long-held notions of what a mosaic should be.

Jim's work has been included in juried shows throughout the country and his pothole art project has attracted world-wide attention. His first public art commission "thrive," a 700+ square foot mosaic, was recently installed at the Chicago Transit Authority's Thorndale Red Line station on the citys far north side. Most recently Nike commissioned Jim to install a giant pothole on the first floor of their flagship Niketown store on Michigan Avenue.

6-7 p.m.
Dinner

7-7:30 p.m.
UCDA Award Show

7:30-9:30 p.m.
UCDA Design Show, Silent Auction Opening and Dessert Reception

Donate an item to the Silent Auction to help build a strong organization. All proceeds support the UCDA Foundation. To donate items, contact UCDA. Items can be brought to the conference or shipped ahead to the UCDA Home Office. Get ready to bid on the unique array of items that will be on display.

SUNDAY, SEPTEMBER 25

7-8 a.m.
Board Walk, Coffee Talk, and InstaMeet

Why not enjoy an early start with a walk along the riverwalk? Join UCDA leaders, colleagues, and friends for an invigorating beginning to your day. More interested in coffee at 7 a.m.? Come join colleagues, friends, and UCDA leaders for some down-to-earth coffee talk. Are you an Instagrammer? Bring your camera for a stroll through San Antonio as you discover and share your photographs through Instagram.

Breakfast on Own

9-10:15 a.m.
2. General Session: Bossy Pants: Making the Journey from Designer to Design Leader
Glenn John Arnowitz, Director of Creative Services, Pfizer Consumer Healthcare

After climbing through the ranks, many in-house designers eventually find themselves as the boss—often unprepared, without any aptitude or prior training. The main question: How did this happen? Hear Glenn retrace his steps from designer to design leader and discuss the core competencies and skills needed to successfully manage projects, build effective processes, and what it takes to lead a team of corporate creatives.

10:30-11:45 a.m.
Concurrent Breakout Sessions
3. Immersive Interactive Walk-Throughs and Virtual Reality: The Next Generation
Derek Tonn, Founder and CEO, mapformation

Our world is growing increasingly smaller as advances in transportation and technology continue to accelerate. That said, one of the chronic challenges faced by institutions is to effectively engage with prospective customers who might live hundreds of miles from campus. Helping them get a feel for the environment. This session will illustrate how organizations are using technology from companies such as Matterport to help bridge this gap. Resulting in an increase in the percentage of qualified leads from individuals considering your institution.

4. Reviving a Font for the Digital Age
Craig Welsh, Principal, Go Welsh and Professor, Penn State Harrisburg

Designers Craig Welsh (b. 1971) and Elaine Lustig Cohen (b. 1927) have collaborated to bring to life 'Lustig Elements,' a revival of a font originally designed by Alvin Lustig in the 1930s. The five-year project has resulted in the production of wood type via pantograph and legacy wood at Hamilton Wood Type & Printing Museum and digital fonts from P22. See how Craig involved college students to help with the project and the work is the primary focus of his current sabbatical leave from teaching at Penn State Harrisburg.

5. Being a Highly Effective, Happy, Creative Team Using Authentic Communication
Kedren Crosby, President, Work Wisdom
Sarah Colantonio, Vice President, Work Wisdom

Communication that builds trust and encourages creativity is essential for flourishing innovative teams. When relationships lack authenticity, clarity and purpose, organizations struggle. In this interactive session, participants experience 15 concrete communication practices which foster creativity through congruent, empathetic, conversational and self-regulated communication. We will discuss and role-play practices in verbal, nonverbal, written and digital mediums which enhance collective brilliance.

6. Empowering Students for Rapid Content Creation
Jeff Kallin, Associate Director of Creative Media, Clemson University

As designers, our canvas is constantly changing, and moves incredible quickly. Jeff will detail how Clemson Athletics empowers and maintains a structured network of students in order to produce dynamic video and graphic content at the speed of social media. This will cover a discussion of tips, workflow and best practices for building a content-producing team utilizing subject-matter expertise as well as actionable points to take back to your organization for the creation and tracking of top-notch content.

12 noon-2:30 p.m.
Business Meeting and Networking Lunch

2:45-4 p.m.
Concurrent Breakout Sessions
7. Immersive Interactive Walk-Throughs and Virtual Reality: The Next Generation
Derek Tonn, Founder and CEO, mapformation

Our world is growing increasingly smaller as advances in transportation and technology continue to accelerate. That said, one of the chronic challenges faced by institutions is to effectively engage with prospective customers who might live hundreds of miles from campus. Helping them get a feel for the environment. This session will illustrate how organizations are using technology from companies such as Matterport to help bridge this gap. Resulting in an increase in the percentage of qualified leads from individuals considering your institution.

8. Reviving a Font for the Digital Age
Craig Welsh, Principal, Go Welsh and Professor, Penn State Harrisburg

Designers Craig Welsh (b. 1971) and Elaine Lustig Cohen (b. 1927) have collaborated to bring to life 'Lustig Elements,' a revival of a font originally designed by Alvin Lustig in the 1930s. The five-year project has resulted in the production of wood type via pantograph and legacy wood at Hamilton Wood Type & Printing Museum and digital fonts from P22. See how Craig involved college students to help with the project and the work is the primary focus of his current sabbatical leave from teaching at Penn State Harrisburg.

9. Being a Highly Effective, Happy, Creative Team Using Authentic Communication
Kedren Crosby, President and Sarah Colantonio, Vice President, Work Wisdom

Communication that builds trust and encourages creativity is essential for flourishing innovative teams. When relationships lack authenticity, clarity and purpose, organizations struggle. In this interactive session, participants experience 15 concrete communication practices which foster creativity through congruent, empathetic, conversational and self-regulated communication. We will discuss and role-play practices in verbal, nonverbal, written and digital mediums which enhance collective brilliance.

10. Empowering Students for Rapid Content Creation
Jeff Kallin, Associate Director of Creative Media, Clemson University

As designers, our canvas is constantly changing, and moves incredible quickly. Jeff will detail how Clemson Athletics empowers and maintains a structured network of students in order to produce dynamic video and graphic content at the speed of social media. This will cover a discussion of tips, workflow and best practices for building a content-producing team utilizing subject-matter expertise as well as actionable points to take back to your organization for the creation and tracking of top-notch content.

4:15-5:30 p.m.
11. General Session: Inspiring Creativity by Thinking Scientifically
Christian Goy, Co-founder and Managing Director, Behavioral Science Lab

As America's population becomes more multifaceted and harder to define, Christian will showcase how the principle of behavioral economics can provide a much clearer and deeper understanding as to why and how people make decisions. He will provide insight on how consumers' choices and expectations will impact design, communication, and marketing strategies in the future.

Evening
Evening on Your Own

MONDAY, SEPTEMBER 26

7:30-11 a.m.
UCDA Resource Center and Breakfast

The UCDA Resource Center includes an exhibition by various companies. Visit with company representatives, get answers to your most pressing questions, and see the latest techniques, products, and services.

11 a.m.-12:15 p.m.
Concurrent Breakout Sessions
12. Run Your In-House Group Like a Design Firm
Kelly McMurray, Creative Director, 2COMMUNIQUÉ

Do people on campus look at your team as a glorified copy shop or as a strategic partner? If you are the former and want to be the latter you need to look at how you are working with your clients and how you can position and promote your team to be more than production house and be in on projects from the initial discussions.

13. Marketing to Millennials
Trish Witkowski, Folding Factory

One of the greatest challenges facing marketers today is a population 80+ million strong. The Millennials. They're elusive, perceptive, and hard to reach through traditional marketing channels. What do they care about, and what do they respond to in both B2C and B2B environments? Most importantly, how can we take what we know about Millennials and turn that knowledge into powerful marketing strategies that can lead to engagement, sales and customer loyalty within this demographic? Get the inside track, and gain insight into understanding—and ultimately winning over—the Millennial generation in this Sappi-sponsored presentation.

14. Cuba, a Photographic Journey
Glenn Asakawa, Photographer, University of Colorado at Boulder

Be inspired by photos (and a little video) of a country and people that have been off-limits to most Americans for over half a century. From the vibrant colors of cars and buildings to the diversity of multicultural faces, you'll be surprised and enlightened by the visual nature and artistic culture of this country. See beyond the cliches and how it is now before the thawing of relations inevitably changes the country.

15. The Best Enrollment Marketing Ideas of 2015-2016
Karyn Adams, Vice President and Creative Director, H·A ThirtyOne

H·A ThirtyOnes "Best Ideas" booklet gathers some of the most innovative and impactful ideas in enrollment marketing over the past year. Some are big. Some are small. But each idea serves as a spark for ways an institution might consider doing things differently. This session is interactive, with an idea exchange among participants for things they've championed to make a difference on their campuses.

12:15-2:15 p.m.
Lunch on Your Own

2:15-3:30 p.m.
Concurrent Breakout Sessions
16. Run Your In-House Group Like a Design Firm
Kelly McMurray, Creative Director, 2COMMUNIQUÉ

Do people on campus look at your team as a glorified copy shop or as a strategic partner? If you are the former and want to be the latter you need to look at how you are working with your clients and how you can position and promote your team to be more than production house and be in on projects from the initial discussions.

17. The Secrets of Engaging Mail
Trish Witkowski, Folding Factory

Feeling stale with your direct mail? This Sappi-sponsored power-packed event is filled with direct mail inspiration and advice. Direct marketing guru Trish Witkowski will teach you about the process of creating mail that performs. With a special focus on engagement, she'll take you on a fascinating journey through a wide array of engagement strategies and trends including ugly versus beautiful mail, lumpy mail, freemiums and premiums, lift letters and bounce backs, creative envelopes and opening mechanisms, stamps and addressing techniques, paper, formats and image tricks, the human touch, "party on the back," and lots of other intriguing concepts.

18. Mirrorless Cameras: Ride the Digital Imaging Wave of the Future
Glenn Asakawa, Photographer, University of Colorado at Boulder

DSLR photo and video system costs causing sticker shock? Feeling your back strain under the weight of those bulky full-frame cameras and lenses? Open your eyes and mind to mirrorless cameras that are incorporating micro 4/3 and 1-inch sensors that result in competitive image, resolution and reproduction quality at a fraction of the cost and weight. The cameras emerging from this rapidly-improving technology are perfectly suited for higher education on various fronts: much lower cost, much smaller size, flexibility, high-quality built-in video, discreet shooting configurations (including silent shutter) and many other points to consider. Glenn will show you the equipment he uses and numerous examples of the images he has taken on this relatively new format. This isn't your grandpa's point and shoot anymore! As a 30-year Nikon pro user, Glenn is making the move to mirrorless and he thinks you should consider it too.

19. Finding Inspiration Outside of Higher Ed
Karyn Adams, Vice President and Creative Director, H·A ThirtyOne

The empty creative well: it happens to us all from time to time. If the academic campus cycle has you in a rut, explore ways you can find inspiration outside of higher ed. Keep your ideas (and your own creative chops) fresh and engaged. This session is also aimed at creative directors who are looking for ways, including structure and management tactics, to keep their office innovative and out of the creative quagmire.

3:45-5 p.m.
20. General Session: Featured School: University of Texas at Austin
Creating Content for Print and Web Alumni Magazines
Tim Taliaferro, Vice President Communications and Digital Strategy, UT Austin

Take it from an editor, designers are central to making both print and online projects sing. Come see how the University of Texas alumni magazine, the Alcalde, relies on designers to harmonize the two in a world filled with noise.

5:15-5:45 p.m.
Optional Activity: Publications Swap Shop

Share your work and pick up some samples for inspiration in this limited-time event. Doors will open for one half hour, and once the samples are gone, they're gone! Bring or send ahead approximately 30 samples (or as many as you can spare). The Swap Shop is a run and get 'em sample exchange. The doors open, and it's a free-for-all. Sort of like a bride's bargain basement sale, only with publications instead of dresses, designers instead of brides, and the publications are free. Those bringing or sending materials for the swap will receive a "priority pass" to be at the head of the line!

TUESDAY, SEPTEMBER 27

8-9 a.m.
Continental Breakfast

9-10:15 a.m.
Concurrent Breakout Sessions
21. Five Reasons Why Your Marketing Sucks
Shelly Jackman, Art Director, Texas Wesleyan University
Darren White, Associate Vice President of Marketing and Communications, Texas Wesleyan University

Shelly and Darren will show how to take an in-house team from marketing chumps to marketing champs. building a multi-award winning university brand from the ground up.

22. Empowering Your Creative Team
Joaquin Herrera, Creative Services Manager, University of Texas at San Antonio

Building a top-notch design squad takes teamwork, strategy and a bit of creativity. There are many ways to turn big ideas into new marketing successes, no matter the size of your university or your budget. Learn to pair agile techniques with creative brainstorming to produce high-caliber marketing and development campaigns. We'll discuss ways to maximize your creative juices and get you energized and inspired to tackle major projects with limited resources... and unlimited coffee!

23. Let’s Survey the Landscape
Daniel Dejan, Print and Creative Manager, Sappi North America

Daniel Dejan will review communication pieces that colleges and universities produce to appeal to constituents, ranging from high school students, counselors, parents, college applicants, faculty and alumni, endowment and grant foundations, private patrons, and affiliate organizations. He'll then share everything from a stats-at-a-glance survey of the academic landscape to thought leadership perspectives on how communication strategies are changing in colleges and universities today.  Daniel will explore how materials, whether print or digital, convey a "brand" image that draws attention to the senders' offerings, distinguishes it from other universities, and instills confidence in the quality of education students will receive. Actual examplesdirect mail, magazines, posters, and viewbooks—will be presented, along with an explanation of how print materials work well in tandem with social media, websites and other digital means used to reach the target audience.

24. The Photographer-Designer Relationship
Matthew Lester, Photographer, Matthew Lester Photography
Ryan Pierce, Art Director, Southern Adventist University

Matthew and Ryan team up to talk about collaboration and what makes a successful photoshoot, whether it's a magazine portrait session or a multi-day admissions shoot. If you've ever wondered what your photographer needs to know from you to get the best photograph for your project, learn from Matt and Ryan. They will show how they've worked together to produce award-winning results. They will discuss planning, conceptualization, communication, and visual and logistical problem solving during a shoot. 

10:30-11:45 a.m.
25. General Session: Working with Illustrators
SooJin Buzelli, Senior Vice President, Creative Director of Asset International

SooJin will share insight about the behind-the-scenes process of editorial art, from ideation to publication. This talk includes candid conversations about the collaborative teamwork between art directors and illustrators.

11:45 a.m.-1:45 p.m.
Lunch on Your Own

1:45-3 p.m.
Concurrent Breakout Sessions
26. Five Reasons Why Your Marketing Sucks
Shelly Jackman, Art Director, Texas Wesleyan University
Darren White, Associate Vice President of Marketing and Communications, Texas Wesleyan University

Shelly and Darren will show how to take an in-house team from marketing chumps to marketing champs. building a multi-award winning university brand from the ground up.

27. Empowering Your Creative Team
Joaquin Herrera, Creative Services Manager, University of Texas at San Antonio

Building a top-notch design squad takes teamwork, strategy and a bit of creativity. There are many ways to turn big ideas into new marketing successes, no matter the size of your university or your budget. Learn to pair agile techniques with creative brainstorming to produce high-caliber marketing and development campaigns. We'll discuss ways to maximize your creative juices and get you energized and inspired to tackle major projects with limited resources... and unlimited coffee!

28. Haptic Brain, Haptic Brand
Daniel Dejan, Print and Creative Manager, Sappi North America

In this talk Daniel Dejan looks at communications through the lens of neuroscience, exploring how media shape the brain and, consequently, the way a brand is perceived. This session examines haptics—the study of how what we touch shapes what we feel, and explores the science behind why our haptic brains respond so well to haptic brands. We'll profile companies that have built deep emotional connections by integrating touchable media into branded communications, and offer some guiding principles to use as touchpoints. You'll get three key takeaways: "Haptics," the science of touch, is a field exploding with information of critical importance to communicators; the brain is built to respond to touch—what we touch shapes what we feel; and the best communicators incorporate touch (and haptic media) richly in the brand experience.

29. The Photographer-Designer Relationship
Matthew Lester, Photographer, Matthew Lester Photography
Ryan Pierce, Art Director, Southern Adventist University

Matthew and Ryan team up to talk about collaboration and what makes a successful photoshoot, whether it's a magazine portrait session or a multi-day admissions shoot. If you've ever wondered what your photographer needs to know from you to get the best photograph for your project, learn from Matt and Ryan. They will show how they've worked together to produce award-winning results. They will discuss planning, conceptualization, communication, and visual and logistical problem solving during a shoot. 

3:15-4:30 p.m.
30. General Session: Useful Brands and Higher Education
Ben Gaddis, Chief Innovation Officer, T3

T3's core belief is, first and foremost, brands must offer something of value to consumers. Something useful. They've spent over a year developing a proprietary, data-driven approach to understanding usefulness. Ben Gaddis will dissect this research, showcasing best-in-class examples to illustrate how and why the brands that are most useful will win.

4:30-4:45 p.m.
Closing Remarks and Prize Drawings