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Summarized from information by Lee Kline and Jack Davis 

UCDA Beginnings

How an idea among three friends became a source of inspiration to its members.

In 1970, while working as a graphic designer for Illinois State University at Normal, Lee Kline became frustrated by the lack of professional development opportunities available for designers involved in the production of visual communications for educational institutions. At the time, programming provided by the American College Public Relations Association (ACPRA)—later to become CASE—was primarily related to development, fundraising, and alumni interests. The minimal programming that was offered in the publications and periodicals area was not targeted for graphic designers. 

When Lee approached ACPRA with his concerns, he received a terse response indicating that the association did not see a need to develop programming for this audience. 

Taking matters into his own hands, Lee convinced his friends, Gene Church from Central Michigan University and Charles (Bud) Deihl from Bradley University, to join him in planning a meeting that would bring together designers from educational institutions in the surrounding region. The meeting would offer a brief program of speakers on topics, but more importantly, would provide an opportunity for designers working in isolation to meet and interact with their peers. 

Illinois State supported Lee’s efforts and provided a budget for postage, food, and facility rental. An ACPRA regional membership list was adapted for the mailing of a letter of invitation to the meeting. Lee organized a program of speakers from the Chicago area which included Susan Keig, director of design for Morton Goldsholl Design Associates; illustrator Franklin McMahon; and a designer from the office of John Massey. 

The meeting was held in late winter or early spring of 1971 at a Holiday Inn on Route 66 in Bloomington, Illinois. There were approximately 45 to 55 attendees, mostly from institutions in Illinois, Indiana, Wisconsin, Missouri, Ohio, and Michigan. Participants responded enthusiastically to the speakers and eagerly talked about common situations and problems over lunch. Many designers brought samples of their work to be spread out for general viewing and discussion. 

There was overwhelming support for a second meeting and the establishment of a professional organization dedicated to the interests of designers for educational institutions. Discussion ensued on the content of future meetings, possible speakers, questions of legal status, cost of membership, and the development of committees for conferences and competitions. It was decided that the group would be called the University & College Designers Association or UCDA, with CUDA coming in as the second choice. Lee Kline was elected president of the newly formed organization and Bud Deihl was elected secretary/treasurer. Plans were made to incorporate UCDA as a nonprofit and tax exempt association in the state of Illinois. 

After one or two informal organizational meetings, the first official UCDA conference was held in St. Louis, Missouri, in November of 1971. The meeting was hosted by Southern Illinois University and took place at the Bel Air Hotel. Entries to the first UCDA competition were judged at the meeting and the results were published in an association newsletter which was distributed in early 1972. 

Left to right: UCDA’s 50th anniversary logo designed by Steven Serek, @steven.serek.design; Lee Kline, at work, circa 1970, at Illinois State University at Normal.

Since 1970, UCDA has grown to an organization composed of more than 1,000 members worldwide and is the first and only association for professionals involved in the creation of visual communications for educational institutions. 

For a number of years, the main purpose of the association was to organize an annual conference and design competition for members. In the 1980s, the association experienced a period of rapid growth through a concerted marketing effort that attracted new members, increased member retention, and established a series of important programs for the benefit of the membership. 

To ensure the organization’s continuing success, it became apparent by the late 1990s that the model of a dedicated UCDA Home Office would best serve the association and its members. Now led by executive director Tadson Bussey, and assistant director Chris Klonowski, the home office near Nashville is vital to the longevity of the organization. 

From the very beginning, UCDA has been guided and directed through the volunteer efforts of members who have participated in the leadership of the association. These individuals have acted with concern and interest for their profession and for their fellow designers to establish new programs and benefits and to expand the professional scope and status of the association.   

Sharing Their Story

Members open up about getting involved with UCDA by sharing insights, memories, and advice.

Rick Bailey
I was introduced to UCDA in 1983, and attended my first conference in Nashville. Since that first meeting, I’ve had awesome occasions to meet amazing designers doing awesome work around the country. That's the beauty of UCDA—getting to rub shoulders and share insights with exceptional people who care deeply not only about design, but also great causes of import and the vitality of the institutions they represent. I'm not sure I can isolate THE memory but I have hundreds of excellent memories because of my association with UCDA that have influenced the work of RHB.

David Bishop
I became involved in UCDA as a direct result of the encouragement and support of my creative director, Tina LeMay, who has served on the UCDA board for two rotations. I was given the opportunity to attend my first UCDA Design Conference in Louisville, and I have been blessed to be able to attend each annual conference since. I don’t think that I will ever forget that first conference, though, as I was a new professional in my first year after graduating from college and it was a completely new experience for me. I have grown to appreciate the conference more each year as I have developed friendships with many of the UCDA board members and annual conference attendees. 

Randall Cole
I’ve always found a lot of value in getting outside the small closed environments I’ve mostly worked in and participating in a variety of professional organizations. When I moved from publishing to higher ed in 1999 I started getting mailers from UCDA but had no idea who or what this organization was so I attended a number of other events instead. When I attended my first UCDA Design Conference in Chicago in 2002 I was welcomed and felt immediately at home, and over the years since have increasingly benefited from sharing frustrations, triumphs, and solutions with a true peer group that feels like family.

Dave DeCaro
I stumbled upon the UCDA Design Conference in 2008. A design conference for higher ed in Savannah? That was a no-brainer for me. I came back to my office inspired from the sessions as well as the fabled southern city. After chairing the UCDA Design Summit and serving on the board of directors, here I am today, part of one of the most rewarding organizations I have been involved with, both personally and professionally. Through my involvement I have booked speakers that I have always dreamed of meeting, networked with people who have become mentors and friends, and traveled to cities that I never thought I would visit... AND LOVED IT!! 

Cheryl DeSellier 
There have been many conferences, competitions, summits and board meetings since Saratoga and I have never regretted any of the roles I have taken on with UCDA. I have made so many kind, talented and great friends. Friends who I can visit when I am in their area and who can visit me when they are in my area. I have seen Pam in Vermont, Alena in South Carolina and hopefully Shook in California. I look forward to more great stories to be written in the future and am eternally grateful for the wonderful memories and stories UCDA has given me. 

David Dryden
UCDA has been a part of my life for almost 30 years. As I look back there are so many faces, places, stories, and laughs that have been a part of that experience. I can clearly remember that first conference in Saratoga Springs where I met many of the folks who were a part of UCDA's early history. Some of my best friends and mentors came to me by way of UCDA. I don’t know how my life would be different if UCDA had not been an integral part of it. I know I’m better because of UCDA. The organization paved the road for my career progression. It gave me confidence, provided inspiration, rejuvenated me when I most needed it and taught me that what I do creatively on behalf of my university does make a difference... it does matter.

Left to right: Randall Cole, Tadson Bussey, and the VANOC design team with the 2010 Winter Olympics torch (Seattle, 2009); Charles Johnson listens to McRay Magelby (Wichita, 1975); keynote speaker Milton Glaser (Wichita, 1975).

Gina Gray
During my first conference in Phoenix, I didn’t know anyone and was pretty timid and quiet. However, something compelled me to check the conference message board and respond to a note about going to dinner. Matt Lester had rented this ridiculously large Crown Victoria and 6 of us piled in and we ventured out to a hole-in-the-wall Mexican restaurant. We consumed margaritas, chips, and fun conversation about design, life, working in higher ed, and taking risks. We all became friends and formed the Crown Vic Posse Facebook group where we continued our conversations after the conference. We formed a bond that year and it immediately helped me feel more comfortable at that conference and those since. I took a risk that day and I’m so glad I did as it has opened doors for other new friendships, opportunities, and perspectives on design and life.

Richard Jividen
As a shy young designer who was looking for an opportunity to connect and learn, I was referred to UCDA by a colleague from another institution. My first conference was in Cincinnati. I was miserable. I talked to only two people the entire trip. But I was hooked. That may not sound plausible but the conference marked a creative and professional launching point. The conference held a creative energy that was welcoming, supportive and instructive. So, even though I barely spoke to anyone on my first trip to UCDA, I knew that I had wanted to. Needed to. I vowed to attend the following year. AND VOLUNTEER. It truly changed my life. Some 30 years later I can honestly say I am a better designer, better manager, and better facilitator, all because of the people I have met through UCDA and the opportunities provided to me by the organization.

Matt Krob
So, I’m a hugger now. I place the blame for this squarely on the shoulders of UCDA. Now, let’s be clear, I don’t just go around hugging any and every body. I still wear my “introvert badge” proudly (albeit quietly). That said, there is a group of UCDA’ers—many of which I had the pleasure of serving on the board with—that a good, warm hug is now the only appropriate greeting when we cross paths. 

Tina LeMay
Dave Dryden was instrumental in nudging me to get involved with UCDA. He was persistent and when I finally attended my first conference I felt like it confirmed what I was doing with my life, and that it had meaning, and that I had found a professional “home.” I steadily grew more involved and it has added so much to my journey. In turn, I try to nudge others to get involved as well “to give back” so that others may garner the same positive experiences. Get involved. Give back. You will find you get more than you give in return and you just might positively impact another person's adventure along the way.

Kelley Matthews
My first experience with UCDA was at a conference which gave me tools to bring back home and implement in my work and at my school. The speakers (breakout sessions and main stage) taught us invaluable information. From up and new coming design trends to marketing for new generations to working with others across campus, we were given inspiration to grow and develop as an artist and professional. After that first conference, I knew that these were my people and UCDA was where I belonged. If you work in the marketing world, whether it is design, writing, photography, web, social media, this is where you belong. 

Katharine McCann
UCDA has allowed this introvert to make professional connections and new friends that I would’ve never made on my own. I’ve met so many rock stars here, and I still can’t believe I get to call them friends. This community is full of people who empathize with and support and encourage one another on a daily basis. It makes me so happy when I can do those things in return. It’s helped me become more confident not only in what I do, but also in who I am. 

Christine Prado
Someone told me once that most of my Facebook friends were all designers from across the country. Yep, these are my people and I met them through UCDA. A favorite day was at the conference in Minneapolis. I had taken up running and there happened to be a big road race, so I signed up for the 10K. My fellow board member Connie Peterson had driven from Iowa, so she took me to the start of the race. She waited on me and then we went to Al’s Breakfast. We couldn’t be more opposite at first glance: Connie is a tall, blonde Midwestern woman who was on the verge of retirement, who signed off on emails with “CP.” I am a small, then-brunette woman from the South but with a Northern attitude, so I signed off on emails with “cp.” And yet despite our external differences, UCDA brought us together. I’m grateful for UCDA helping me find these kindred souls, for letting me know I'm not alone out there. 

Kirsten Ruby
I love UCDA! My first involvement was in the early 2000s, when Tadson Bussey recruited me to edit Designer. I started attending conferences then, and have never looked back. I’m a UCDA outsider. As an editor, writer, creative director, but definitely not a designer. I am not the majority in UCDA. And that is perhaps what I love the most about our association. We don’t limit ourselves to only those who narrowly do exactly what everyone else does. We embrace the others, the outsiders. And more often than not, we find parallels and commonalities in communication that make everyone stronger. I will always treasure the spirit that is UCDA.

Laura Shriver
I am a newbie at UCDA. I’m actually a newbie to working in higher education. I recently joined because my manager is on the board of directors and had mentioned an association geared directly towards supporting and networking university and college designers. Last year, I attended my first UCDA event and am now chairing one of the programs. It’s been a great way for me to connect with other designers in higher education as well as see what other universities are doing so I can stay on the cutting edge. 

Liz Underwood
I originally got involved with UCDA with my colleague, Felisha Weaver, back in 2014 when I started working at Arkansas Tech University (my first big-kid job). We were both looking for ways to grow our career and our network, and for opportunities to get inspired. After our first conference in Long Beach, we were sold. She and I attended the conference each year, and we ended up inviting the rest of our team to join us in Baltimore. I’ll never forget how much fun we had as a group exploring the city, getting inspired, and making new connections. To someone who wants to make more connections, have more fun working, have something to look forward to annually, and be inspired all the time—I’d tell them the answer is UCDA.

Laura Vogt
I was searching for a community of designers that understood my work—specifically working with college students. I tried a couple different organizations and in one the presentations someone talked about their experience with UCDA and I finally felt like I might have an answer. My first conference was in San Antonio. I had never been to Texas, never had been to a conference by myself and was so incredibly worried. I didn't need to be worried. At the first mixer I had numerous people introduce themselves. I’ve now been to three conferences and each one has given me a renewed energy, new ideas to bring to the job and introductions to folks that I’m happy to call friends.

Dave Yakley
I am grateful for the opportunity to meet and get to know so many inspirational creative people at conferences and events—the relationships built through UCDA are precious and irreplaceable. I have loved traveling to many new and interesting locations around the country. It has been a highlight of my professional career working in higher education.

Left to right: Eric May hand paints a conference sign (Kiawah Island, 1994); choosing a color and reviewing photos and transparencies as part of the design process (cira 1988); conference attendees pose under the St. Louis Gateway Arch (1993).

 

UCDA Designer magazine: Vol. 45, No. 1 (Spring 2020)