Sixty volume 26

If you want to go fast, go alone.

If you want to go far, go together.

- African Proverb

NO. 1 GRADUATE PROGRAM IN THE U.S. 2 years in a row!

-G lobal Creative College Rankings, The One Club for Creativity

TABLE OF 15 at a glance 19 chen li 21 henry coffey 23 imaan shaikh 25 niani patterson 26 krista gutzwiller 27 brittni evans 28 harper lock

PROGRAM HIGHLIGHTS

31

69 friday forum 71 live-client competition 75 recruiter session 77 graduation 79 awards 81 cannes & study abroad 89 83 30 years of community student life 91 legacy & leadership 93 super bowl 95 in-house/innovation alum insights

ALUMNI HIGHTLIGHTS

3

STUDENT FEATURES

11 concentrations & curriculum 13 alumni jobs 14 summer internships

CURRICULUM OVERVIEW

5 our people 6 our partners 7 director’s council

STUDENT WORK

PEOPLE OVERVIEW

CONTENTS

The word “community” has become overused in today’s world. Too often, it’s reduced to a business buzzword rather than what it truly represents: people coming together with a shared purpose and genuine connection.

I remember my first days at the Brandcenter, hearing people talk about the “BrandFam.” I’ll admit, I thought it sounded strange—until I experienced this community for myself.

At the Brandcenter, from the moment you set foot in the building, you become part of a group of thoughtful, creative, talented, and deeply committed people from diverse backgrounds, all working toward a common goal.

This isn’t just marketing speak—it’s the foundation of what makes our program life-changing for every student.

The Brandcenter is more than an academic endeavor.

It’s an immersive, transformative experience where different perspectives converge to create something magical. We’re not just teaching skills; we’re nurturing future leaders who will shape the world of advertising and beyond.

Like any family, we may occasionally disagree or challenge each other, but the foundation of support and respect never wavers. We work together to tackle real-world problems and develop creative solutions that make a difference.

The BrandFam isn’t just a catchphrase—it’s a lifetime membership to a community of trail-blazers and innovators who continue to set new benchmarks in creativity and business.

Welcome to the Brandcenter!

R. Vann Graves, Ed.D.

4

Our commitment extends to every aspect of your journey: equipping current students with cutting-edge skills, supporting alumni throughout their careers, and continuously evolving to prepare for an industry that never stops changing. This ecosystem of support is what transforms an educational program into a true community: what we proudly call the BrandFam.

STAFF & FACULTY STAFF

LEADERSHIP

Marielle Beckers Siebers

Sarah Moore

K.J. Ricasata

Assistant Director of Admissions Operations

Communications & Marketing Manager

Assistant Director of Student Affairs

Vann Graves Executive Director

Ashley Sommardahl Associate Director

Emma Barone Director of Strategic Initiatives & Enrollment

Dean Collins

Hattie Nguyen

Amy Robinson

Assistant Director of Operations

Executive Coordinator

Building & Operations Manager

Greg Gilbert

Jonathan Pitts

Recruitment & Admissions Coordinator

IT Support Specialist

Shannon Wilke Director of Operations & Administration

Sharon Rauch

5

Associate Director of Extension Programs

FACULTY Jess Collins

Andrew LeVasseur

Tom Scharpf

Strategy / Chair

Experience Design / Chair

Art Direction / Chair

Holly Hessler

Kevin Rothermel

Copywriting / Chair

Creative Brand Management / Chair

Berwyn Hung

KT Schaeffer

Creative

Creative / Creative Director

ADJUNCT FACULTY Micah Berry

Director of Technology, Arts & Letters Creative Co.

Devin Bousquet

Senior Video Editor / DP, Freelance

Michael Chapman

Chief Client Officer, The Martin Agency

Everett Ching

Creative Director, Freelance

Allison Duffee

Principal Consultant, Capco

Noah Hornstein

Motion Design Lead, Arts & Letters Creative Co.

Hope Jordan

Creative Director, Freelance

Jeff MacDonald

Rick Plautz

Sr. Associate & Motion Graphics Designer, Capital One

David Short

Cinematographer, Freelance

Adam Stockton

Director, AI Lab, Mekanism

Creative & Brand Consultant, Freelance

Ken Marcus

Stacy Thomas

Senior Writer, ACD, & VP, The Martin Agency

Jeremy Paredes

VP, Client Partnerships, Huge Brooklyn

President & CEO, Good Run Research & Recreation

César Zamudio

Associate Professor of Marketing, VCU School of Business

THANK YOU Our students have the opportunity to work with and learn from national brands.

Here are just a few of our partners from 2024-2025.

Virginia Business Higher Education Council

Museum of Architecture and Design

Commonwealth Autism

6

Darren Genet, ASC

Caparoletti Films

Visual Kinship

DIRECTOR’S COUNCIL The Brandcenter Director’s Council is comprised of brand leaders and visionaries from some of today’s most innovative businesses. Serving as a direct link to the business world, our Director’s Council members are committed to helping prepare students to lead the workforce of tomorrow.

Their insights and support are integral to our mission, as they regularly spot opportunities and provide recommendations for program development.

Anne Bartscherer

Global Head of Brand & Creative (FMR) The Economist

Nadja Bellan-White

Group CEO, North America M&C Saatchi Group

Brad Blondes

Entrepreneur; Principal | 4East

Ebenezer Bond CEO | Studio Listo

Vida M. Cornelious

SVP Creative & Strategy, NY Times Advertising The New York Times

Tara DeVeaux 7

CEO | Burrell Communications

Perry Fair

Head of Creative | Mattel, Inc.

Steve Fisher

Managing Director & Head Futurist FTI Consulting

Hermon Ghermay

Global Chief Culture Officer | Mediabrands

Lauren Lafranz

Global Creative Chief Operations Officer | VML

Steve Latham

Head of Learning | Cannes Lions

Greg Lotus

Global Head of Production | VML

Joe Maglio

CEO | McKinney & Barbarian

Val Middleton

EVP Head of Sport, North America | M&C Saatchi Sport & Entertainment, North America

Victor Newman

Vice President of Brand Creative Sesame Workshop

Veronica Parker-Hahn

Director Global Creative Council | Meta

Ellie Parpis

Director & Communications Product/Awards Publicis Media

William Roberts-Foster (ST, 2012)

VP Product Strategy & Ad Innovation | Peacock

Hillary Rogers

Amber Guild

Managing Director | Magnetic Field

Lucas Heck

Chairman | Advertising Week

CEO | McCann New York WhatsApp Global Creative Lead | Meta

Celeste Holt-Walters

Founder & Chief Content Officer FUTURA COLLECTIVE

Sloane Humphrey

Global Head of Integrated MarComs | TikTok

Matthew Scheckner Debra Sercy

Managing Partner | The Blueprint

Raqib Sheikh (ST, 2006)

Executive Director Strategy & Insights | VML

Tracey Arcabasso Smith

Rob Jamieson

Creative Fellow & U.S. Head of Design Deloitte Digital

Marc Johnson

Culture & Creative Lead | Microsoft

Executive Creative Director | Ogilvy Senior Associate Dean, Student Engagement, Chief Strategy & Innovation Officer UVA Darden School of Business

Howard Jordan, Jr. (CW, 1999)

TV Writer, Producer | CBS, Netflix, BET

Marla Kaplowitz

President & CEO | 4As

Chelsea Sparrow Ali Tressitt

Senior Partner Lead | Google

Rich Whalen

Managing Director | Deloitte Digital

“To me, community is rooted in engagement—but it rarely comes with an invitation. You have to show up, take initiative, and invest in it.

In the creative world, community involvement often suggests doing pro bono work or partnering with clients who are making a positive impact—which is absolutely important. But I also see it in a more everyday way: how you show up for the people around you. On any team, I believe in embracing everyone— from the intern to the CEO—with respect, support, and curiosity. These relationships might not always have an obvious effect, but they help create a community that’s open and welcoming of different perspectives. Over time, that steady investment in people adds up in meaningful and unexpected ways.”

- Brad Blondes, Entrepreneur; Principal | 4East

8

“One of the proverbs I believe in and practice is ‘If you want to go fast, go alone. If you want to go far, go together.’ As a leader, I always introduce this proverb to my team as a mindset and approach to the way I work and how we will work as a team. It builds a sense of interdependence and accountability. That’s community—we succeed when we work together.”

- Anne Bartscherer, Global Head of Brand & Creative (FMR) | The Economist

“Community has the ability to offer you a beautiful, compact, consumable view of past, present, and future. It allows you to be exactly where you are, connect to where you once were, and get an understanding of getting to where you want to be through other members of that same community’s experiences.”

- Howard Jordan Jr. (CW, 1999), TV Writer, Producer | CBS, Netflix, BET

SIXTY WEEKS

9

For almost 30 years, more than 2,000 alumni have launched or accelerated their careers following our two-year, full-time master’s program for Art Direction, Copywriting, Creative Brand Management, and Strategy.

Brandcenter graduates earn a Master of Science in Business/ Branding in their chosen concentration, as well as a robust, polished portfolio of creative work.

10

AREAS OF STUD CONCENTRATIONS & CURRICULUM

ART DIRECTION // AD

11

S1.

Business of Branding Creative Thinking Visual Storytelling Problem Solving for ADs

S2.

Concept Development Craft for ADs User Participation Platforms S3.

Brand Experiences Creative Fusion Portfolio Development Experimentation

COPYWRITING // CW S1.

Business of Branding Creative Thinking Visual Storytelling Problem Solving for CWs

S4.

Innovation Persuasion Advanced Portfolio for ADs

S2.

Concept Development Craft for CWs Brand Engagement

S = Semester

S3.

Brand Experiences Creative Fusion Portfolio Development Experimentation S4.

Innovation Persuasion Advanced Portfolio for CWs

DY

CROSS-CONCENTRATION COURSES

S1.

Business of Branding (All) Creative Thinking (All) Visual Storytelling (AD & CW) Strategic Thinking (ST & CBM)

S3.

Brand Experiences (All) Creative Fusion (AD, CW & ST) Portfolio Development (AD & CW) Experimentation (AD & CW)

S2. S4.

Concept Development (AD & CW) Innovation (All Concentrations) Persuasion (AD & CW)

12

CREATIVE BRAND MANAGEMENT // CBM S1.

Strategic Thinking Business of Branding Creative Thinking Research Methodologies

S2.

Brand Analytics Account Management Brand Design for Brand Managers Craft for CBMs S3.

Brand Experiences Persuasion for CBMs Advanced Brand Management S4.

Innovation Applied Brand Management Advanced Portfolio for CBMs

STRATEGY // ST

S1.

Business of Branding Creative Thinking Strategic Thinking Craft for STs

S3.

Brand Experiences Creative Fusion Cultural Impact: Advanced Account Planning

S2.

Strategy and Design Persuasion for STs Comms Planning and UX Visual Storytelling

S4.

Innovation Gravitational Pull Advanced Portfolio for STs

Accenture Song BCG BrightHouse BCG Digital Ventures Brand Apart Brand Federation Bulletproof Bullish Butchershop Co:Collective Collins Deloitte Digital Frog Frontier Good Run Research Gretel IDEO Interbrand Joe Smith Brand Strategy Jones Knowles Ritchie Landor Part & Sum Pearlfisher Prophet Proto Red Antler Redscout Siegel+Gale Sterling Rice Group Stink Studios SYLVAIN The Mom Complex TwentyFirstCenturyBrand West Ventures Zeus Jones

Adobe Airbnb Amazon Apple Away Boeing Capital One CarMax Casper Chewy Columbia CoStar Diageo Discover Disney Experiences Dollar Shave Club Duolingo Dyson Google Harry’s HBO Hilton Worldwide Interscope Records Kroger LinkedIn Logitech Lululemon Lyft Marriott International Meta Microsoft NBC Universal Nestle Nike Norwegian Cruise Lines Pinterest Rakuten REI Reef Riot Games Royal Caribbean Group Salesforce ServiceNow SoulCycle Sphere Entertainment Spotify Starbucks Target The Honest Kitchen Urban Outfitters Under Armour UNIQLO YouTube

72andSunny AKQA Anomaly Arnold Arts & Letters Creative Co. Barbarian BBDO BBH Code & Theory Crispin David & Goliath DDB Deloitte Digital Deutsch Digitas Droga5 Erich & Kallman Fallon Familiar Creatures Goodby, Silverstein & Partners GSD&M GUT HAYMAKER Innocean Instrument JOAN Laundry Service Leo Burnett Magnetry McCann McGarrah Jessee McKinney Media Arts Lab Mischief Mojo Supermarket Mother MullenLowe Ogilvy Orchard Preacher Quality Meats R/GA Saatchi & Saatchi Sid Lee Slap Global Special U.S. TBWA\Chiat\Day Terri & Sandy The Community The Martin Agency Tombras TRG Translation Uncommon Creative Studio VML VSA Partners Walrus Wieden+Kennedy Zambezi

AGENCY

CONSULTANCY

13

Brandcenter grads go on to shape the work—and the culture—at some of the most creative and innovative companies in the world.

You’ll find them at top agencies, design firms, consultancies, and brands, bringing bold ideas to life across industries.

BRAND

ALUMNI JOBS

3North Acorns Allianz Alta Music Amazon XCM Ammunition Angel Group Anomaly Apple Archer Argonaut Arnold Barkley BBDO BBH C&F Bank Callen Code & Theory Commonwealth Crush Critical Mass David & Goliath DDB Alma Dentsu Doe-Anderson Energy BBDO EP+Co Erich & Kallman Fallon Familiar Creatures FCB Giant Spoon GLOW GUT Havas Havas Health Highdive Johannes Leonardo Kastner Laundry Service Le Truc Leo Lippe Taylor MSL National Geographic Nightingale Ice Cream Nike Ogilvy Publicis Richmond Flying Squirrels RTO+P Saatchi Sarah English School Savara Hospitality Science Museum of Virginia TDA The Branch Museum of Design The King Agency The Sphere VA Dept of Blind & Visually Impaired West Cary Group WHITE64 Words From the Woods Xponent 21

Most Brandcenter students spend the summer between their first and second year gaining real-world experience through internships—and we’re all in to help them land the right one. It’s a chance to put their skills to the test, learn from top talent in the industry, and return even more prepared for the challenges and opportunities ahead.

“The best part so far was meeting all of my fellow interns. Like at Brandcenter, everyone has unique backgrounds and passions. I will forever love advertising for getting creative weirdos all together!”

- Elio Conroy (AD, 2025) Interned at David&Goliath LA

“If this internship has taught me anything, it’s that creatives are irreplaceable. Even amid this everchanging industry.”

- Hannah Kakish (CW, 2025) Interned at Amazon XCM

14

INTERNSHIPS

STUDENT INTERNSHIPS

CLASS OF 2026

STUDENTS PER CONCENTRATION

26

DEMOGRAPHICS

25

Art Direction

Copywriting

25% male* 64% female* 11% undisclosed *identifies as

42% Racially/Ethnically Diverse

9

17

Experience Design

21

15

Strategy

Creative Brand Management

AVERAGE AGE

25

Our students come from all kinds of academic backgrounds. While an undergraduate degree is required, your major doesn’t have to be in advertising or design—we look for curious thinkers, creative problem-solvers, and strong collaborators, no matter where they started.

WHERE OUR STUDENTS ARE FROM

54% In-State Representing

21 States + 7 Countries

39% Out-of-State 7% International AVERAGE GPA

3.5

70%

( U.S., South Korea, Turkey, Canada, Mongolia, India, The Bahamas)

HAVE PRIOR WORK EXPERIENCE

16

17

18

Current Brandcenter students reflect on the moments, mentors, and connections that have shaped their sixty weeks—revealing how community has defined their journey and fueled their creativity.

19

“So how did I end up at the Brandcenter, 1,000 kilometers (621 miles) from home, chasing a master’s in Art Direction?”

Chasing

creativity I grew up in a big suburb outside Toronto, the kind full of plazas buzzing with grocery runs by day and teens hanging around cars at night. In a maze of crescents, boulevards, and cul-de-sacs, I was one of many kids from immigrant families, raised in a world where “success” usually meant STEM, not art.

So how did I end up at the Brandcenter, 1,000 kilometers (621 miles) from home, chasing a master’s in Art Direction?

Honestly? I got lucky.

Lucky to have people who nudged me forward when I wasn’t sure this path was even possible. My 11th-grade media arts teacher who told me I could study art.

My dad, who eventually understood that nothing else would make me happy.

A creative director during an internship

who saw something in me. Without them, I wouldn’t be here.

It’s only been four months since I first walked through the Brandcenter’s neongreen hallway, but already, I feel surrounded by those same kinds of people—people who get it. Who understand the creative struggle. Who support and push and challenge each other to be better.

That sense of community was a big reason I came here. And it’s real. Whether it’s peers, professors, alumni, or staff—everyone wants to help.

It’s not always easy. There are long nights, messy sketches, and more feedback than you think you can handle. But when you are in it together, it’s different.

Chasing a creative career takes drive and discipline—but doing it alone? That’s the hard part. I’ve learned the value of having people in your corner. And at the Brandcenter, I’ve finally found those people.

Chen Li (AD, 2026)

20

Life can feel like a blur of small moments and snap decisions, but looking back, I can trace my path to Richmond through a few pivotal turns.

21

iS there anything funner than this?

If I won the lottery this week, I wouldn’t jet off to Tuscany. I wouldn’t buy a baseball team. I wouldn’t retire to a lake house with a bunch of fire pits and jet skis.

I would simply head back to Brandcenter for my next class.

Maybe that sounds ridiculous, but Brandcenter is just that fun.

This is mostly because of the people.

I can’t quite explain it, but the people that end up in the Brandcenter building are my favorite type of people in the world.

They’re kind, funny, and charismatic. They’re completely brilliant at being stupid. They still have the childlike imaginations that most of us misplace when we enter adulthood.

Henry Coffey (CW, 2025)

For two years, I get to make stuff with these people.

We have the opportunity to create everything from advertising campaigns to short films to real small businesses.

Brandcenter is also intense. We make a head-spinning amount of work in our two years here. And the work in school is accompanied by the sacrifices required to create this window of time in our lives.

Those sacrifices made me uncertain about attending Brandcenter.

I worried about uprooting my life to move to the middle of Virginia.

I worried about leaving a full-time job. Would the opportunities on the other side justify the huge commitment?

As it turned out, my experience at Brandcenter alone was worth the sacrifice—to say nothing of the friendships I’ve made and the opportunities that await after graduation.

And when you sit for hours with your classmates, cracking jokes, trying to think up the next great idea—you’ll understand what I’m saying. This is a lottery winner’s activity.

If you had the choice of doing anything in the world, wouldn’t you just want to make things with your friends?

22

We get to work with world-class creatives who push us to make everything simpler, more entertaining, and more strategic. It’s the funnest kind of challenge.

23

Hey!

I Kinda Suck at This.

This is an admission of guilt. I’ve accepted it.

I suck at copywriting.

Copywriting! The thing that I’m literally at Brandcenter for. The thing that I thought would be right up my alley as an experienced, avid crafter of pleasing words and sentences.

“Brandcenter at its core is designed to be a playground for budding creatives, where we can trip, fall, scrape our knees, and then help each other back up. ” Imaan Shaikh (CW, 2026)

I’m so bad at it.

My first day of class was like diving into a raging ocean with nothing but a fish bowl for a helmet.

I thought I knew exactly what I was doing—until I looked around and saw my peers driving fullon submarines. The prickly shame of failure started clinging onto the back of my neck like a sea urchin. Every class period, I came in to present my work feeling sure of my success.

I walked out feeling sheepish and dejected.

Everybody loves yapping on about how failure is the only way to learn. No one actually wants to feel the sting of failure.

24

During my first semester at Brandcenter, three of my four classes went fine—bouncing big ideas back and forth between group members, adding sprinklings of pretty words here and there… but it’s all fun and games ‘til you gotta problem solve in Problem Solving.

The key is to allow yourself to suck.

It’s about accepting that you have many things left to learn, and giving yourself the time and space to learn them. It’s about turning to the community of peers and experts around you to ask for advice and guidance. Brandcenter at its core is designed to be a playground for budding creatives, where we can trip, fall, scrape our knees, and then help each other back up.

You are not meant to have all of the solutions the moment you walk into the building.

You’re meant to have the tools you need to find solutions the moment you walk out.

So how does one get themselves out of that pit?

How do I stop sucking?

So, there you have it. I kinda suck at copywriting…and that’s okay. I’m no longer forcing brilliance. Instead, I’m giving myself explicit, uninhibited permission to suck really, really bad.

Well, the answer to that brings me peace (and more stress).

Find me at this time next year. I bet you I’ll suck just a little bit less.

A Creative Refresh 25

Before Brandcenter, I was in the advertising sales industry for six long years, optimizing keywords and making media plans. Pivot tables became my best friend, and account executives hounded me at all hours.

design class where my friendship with Illustrator commenced. All while working full-time at HOT 97, an NYC radio station.

The thing that did bring me joy in my work was getting creative with campaign wrap decks.

I was meticulous in the design choice from color palette to typography to layout of charts and data. Some might see data-dumping, but to me, it was storytelling.

After driving down to Richmond to visit the Brandcenter, I knew this school would be the best option for me.

I figured there has to be a job that focuses on visual storytelling. And then, I finally discovered the title: Art Director. I left sales and didn’t look back.

At first, I didn’t know where to begin. Luckily, I found the One School where I was introduced to conceptual thinking for brand problem solving.

The One Club bootcamp came next, followed by The Book Shop of Ads and an evening graphic

A solid portfolio was the logical next step.

The move to Richmond came with a few misgivings— leaving my apartment with the world’s sweetest landlord, leaving a full-time job, and simply entering new territory. However, fast forward to today and I can happily say the risk was totally worth it.

Thanks to Brandcenter, I interned at Havas last summer, and I now am graduating with a robust portfolio, new friends, and an expanded skill set that felt intimidating not so long ago. I can’t wait for what’s next.

Niani Patterson (AD, 2025)

Once accepted to Brandcenter, you add a new title to the list: Art Director, Strategist, Creative Brand Manager, Copywriter, or Experience Designer. We put ourselves into a box with that label on the outside and can be hesitant to venture beyond that boundary. In time, we realize these titles are too small to be the only thing we bring to the table.

We were chosen for Brandcenter, not for a single thing we’ve done, but for the net sum of our experiences, relationships, and choices. When we

bring our full, authentic selves to the work, that’s when the magic unfolds. Moving beyond the constraint of titles, we can contribute in a myriad of ways— creatively, strategically, or experientially—it doesn’t matter, because we’re there to solve a problem, not conform to labels. When this happens, creative problem-solving transcends into something truly innovative.

I have many names: experience designer, mom, wife, small business owner, and while each of these contributes to who I am, none of them tells the full story. I’d venture that your titles don’t define you either. Your story is as unique as the name you were given. And sharing yourself is what makes the Brandcenter experience transformative.

Krista Gutzwiller (XD, 2025)

26

What’s in a name?

Upon arriving at Brandcenter, you’ll find a diverse array of “titles” among us—designer, teacher, architect, lawyer, musician, and (no kidding) even mortician. We may identify ourselves as gay, straight, or trans; married, single, or “it’s complicated”; artists or tech enthusiasts. Some of us embarked on this journey early in life, while others found our way here later on. It’s this vast tapestry of monikers that gives Brandcenter its unique character.

After undergrad, that restlessness ended when I moved to Brooklyn, New York. The city’s bustling culture was exactly what I needed. I dove into new hobbies, exploring photography and art while immersing myself in the diversity of people and ideas. Professionally, I landed a role as a fugitive coordinator at the Bronx District Attorney’s Office, where my days were spent navigating the world of Supreme Court arraignments.

Break the R ing outi ne

My career journey has been a cycle of reinvention.

When I find myself settling too-comfortably into a routine, the urge to discover more takes over and pushes me to find a new challenge.

27

But eventually, even that high-energy world started to feel routine. I felt the pull to shake things up, and found myself an entrepreneur this time. I co-founded B.E.S.T. Logistics, a delivery service provider partnering with Amazon and ran the business successfully for almost four years, learning invaluable lessons in leadership and operations. Yet, that familiar feeling of boredom crept in once more.

This time, I realized it wasn’t just change I craved—it was creativity.

That’s when I discovered the Brandcenter and my whirlwind sixty weeks began. From day one, the program threw me into the deep end, dissecting campaigns, brainstorming ideas, and bringing them to life. I found myself constantly challenged, stimulated, and for the first time in a while, excited.

Now, as I reflect on my journey, I can see how each reinvention has brought me closer to my passions and purpose. For the first time, I feel confident combining creativity, strategy, and business into a career that excites me every day.

The exposure Brandcenter has given me, from projects to networking opportunities, has been transformative. I can’t wait to see how I’ll continue to grow, contribute, and, of course, reinvent myself as I carve out my place in the industry.

Brittni Evans (ST, 2025)

Learning to lead as a creative brand manager

Harper Lock (CBM, 2025) 28

Brandcenter is the best advertising graduate program in the world, and I firmly believe it is able to achieve this because of the people here.

From the professors, to the administration, to the students; everyone has a passion for the work done here. On top of that, everyone is REALLY talented.

With so many talented people around me, it was daunting to fully realize the level of leadership required of Creative Brand Managers. There were times that I didn’t trust my own judgment or even feel like I had the right to lead such amazing peers. During my first semester, I met with faculty chair Kevin Rothermel to try and unlock the mystical secret to leadership. Our conversation inevitably unearthed the pressures I was feeling and the mask I felt I had to wear in order to take the helm of a team.

What I had failed to realize was that leadership cannot be appointed, it is earned. I didn’t have to prove myself as a “leader” at all. I just had to be someone with somewhat funny jokes now and then. The guy they wouldn’t mind being up until 2am with. A person they could trust.

I could even be someone intimidated by the creativity and talent engulfing them like a tsunami and have no idea whether I was cut out for it.

I just had to be the best version of myself and the rest would follow. Brandcenter doesn’t

just teach you about the industry, they give you the tools to navigate it.

Welcome to the school that will teach you to be more like yourself and less like everybody else.

29

30

Our Student Work Showcase highlights the best of Brandcenter.

Creative minds collaborating to draft, craft, design, sketch, research, experiment, and iterate, all to make bold, smart, and boundary- pushing campaigns.

31

alamo drafthouse cinema

UNAPOLOGETICALLY

Partnership with Amtrak

People lack good theater etiquette and no longer respect the movie-going experience.

Fortunately, Alamo Drafthouse Cinema has zero tolerance for bad behavior.

Tanmay Kumar (AD, 2025) | Vanessa Galdamez (CW, 2025)

brand book playstation 32

A brand book inspired by the storytelling and craft of video games—designed to capture the same sense of wonder that gaming can give as an interactive medium.

Jade Chen (AD, 2024)

Silver Graphis Inc, Book Design

33

wilson

LOSE MORE

There is a paradoxical truth evident in almost every single sport: To become the greatest player in your field, you’ve got to want to win so badly that it is worth losing over and over again until you get to the top.

Graham Bartal (AD, 2025) | Jackson Wald (CW, 2025)

Mama lingo duolingo

Only 36% of second generation immigrants speak their native language. To celebrate Mother’s Day, Duolingo is encouraging second generation immigrants to master their mother tongue.

Because who has a bigger fanbase than moms?

34

Dom Khun (AD, 2024) | Dipanshi Agarwal (CW, 2024)

Silver Young Ones One Show

post-it

REMINDERS

35

Merit Young Ones ADC Winner Communication Arts, Advertising Annual

Emme Schumacher (AD, 2025) | Joe Wint (CW, 2025)

Mia Kasper (AD, 2025) | Hannah Kakish (CW, 2025)

waffle house

Other restaurants claim to make their customers feel like “family.” But let’s be real—no family is that nice.

At Waffle House, we’ll actually treat you like family.

In a world overflowing with distractions and clutter, Post-its are there for you when you need to remember.

WE TREAT YOU LIKE FAMILY

think less and savor more giddi

ASK Create a side hustle entrepreneurial project within 15 weeks based on a singular human pain point.

INSIGHT On average, it takes people 14 minutes to figure out what they want to eat for dinner. No one wants to spend that long figuring out a meal.

CONCEPT Create an app that solves this problem. Take the stress out of making that decision so that figuring out what you want to eat is just a click away.

36

Lorna Graham (AD, 2026) | Sam Rosenberg (CW, 2026) | Kacey Cooper (ST, 2026) | Jack Ziegler (CBM, 2026) | Gabby Reed-Carlock (XD, 2026)

37

scarebnb

BRAVE THE UNKNOWN

How does Airbnb create a new travel season for Americans? By highlighting its rentals during the scariest season of them all—Halloween.

Bronze Richmond Show

Madeline Miranda (AD, 2024) | Debashish Dumbre (CW, 2024) | Sarah Gray (ST, 2024)

fix your story leatherman 38

A Leatherman multi-tool can do more than just fix your devices or help you survive in the wilderness. It can fix your story for the better.

Miranda Arias (AD, 2024) | Paris Cipollone (CW, 2024)

Winner Communication Arts, Advertising Annual

There are a group of fish lovers regularly and wrongly vilified on the internet: men who post themselves on dating apps holding fish they caught. However, as advocates for both fish and potential Swedish Fish enjoyers, we found it necessary to give these men a shot at some fish-centric redemption: by editing out their photos of real fish to photos with Swedish Fish.

39

swedish fish

SWEETISH FISH PICS

Reagan Tate (AD, 2025) | Jackson Wald (CW, 2025)

elevating adventure unum: bespoke luxury hotel pitch 40

ASK Restore the true meaning of luxury with a resort concept designed for travelers who have done it all and seek their next bespoke experience.

CHALLENGE Develop a luxury resort that stands out in a category diluted by mass tourism and formulaic high-end experiences.

SOLUTION Introducing UNUM, a bespoke luxury hotels that offer true exclusivity through rare, tailored experiences rooted in the destination’s culture and landscape.

Rynan Garner (CBM, 2025) | Grace Garvey (CBM, 2025) | Grace Hyde (CBM, 2025) | Caleb Mayer (CBM, 2025) | Ellie Wilson (CBM, 2025)

41

heinz

I NOW PRONOUNCE YOU...

The mission was to capitalize on the loyalty consumers have to Heinz ketchup, but also the loyalty that ketchup has to mustard.

Bronze Richmond Show

Ellie Wilson (CBM, 2025) | Claire Snyder (XD, 2025)

For True Believers international ufo museum

The International UFO Museum knows that all major discoveries were once considered conspiracies. This campaign urges non-believers to get on the right side of history, before it’s too late.

42

Stephen Dvorak (AD, 2025) | Hannah Kakish (CW, 2025)

Winner Communication Arts, Advertising Annual & Design Annual

43

duck duck go

YOUR SEARCH IS SAFE WITH US Batman

Darth Vader

Did you know that most search engines track you? Yeah, they know exactly what you searched last Tuesday at 1:03 a.m. And they’re judging you for it. Duck Duck Go doesn’t know what you were searching last Tuesday at 1:03 a.m. Because Duck Duck Go doesn’t track you. With Duck Duck Go, your search is safe with us. *to view the spots, visit bit.ly/BC-DuckDuckGo

Winner Communication Arts, Advertising Annual

Elio Conroy (AD, 2025) | Mia Kasper (AD, 2025) | Trent Moss (CW, 2025)

fanta university fanta 44

Gen Z is saying “FU” to old-school thinking, including the choice to attend college. As an unconventional soda, Fanta created “Fanta University” to support Gen Z in their thirst for different.

Hazel Cimino (AD, 2024) | Taylor Martin (AD, 2024) | Jack DeMare (CW, 2024) | Derek Martin (ST, 2024)

Merit Young Ones One Show

45

duolingo

DROP THE SUBTITLES

Bronze Young Ones One Show

Madeline Miranda (AD, 2024) | Jack Franco (CW, 2024) | Catherine Emblidge (ST, 2024)

disarm the algorithm team enough 46

The gun lobby has weaponized the digital space. They’re aiming to get their gunfluencers locked and loaded into the feeds of Gen Z. And we’re letting them.

We’re "disappointed" but we’re not doing anything. We’re sick of the "violence for views" strategy they’ve adopted but we scroll past it. We’re disgusted by a 9-year-old with an assault rifle but we just leave a thumbs down. YouTube has turned a blind eye to the problem because we’re not even facing it. So no more. No more just being disappointed.

No more just talking about it. No more just flagging, downvoting, commenting, disliking, skipping, refreshing, scrolling past, blocking, or hiding videos. It’s time to take real action. It’s time to Disarm the Algorithm.

Caitlin Kreinheder (AD, 2024) | Jack Franco (CW, 2024) | Ed Keithly (ST, 2024) Chynna Napper (ST, 2024) | Taylor Sarlo (CBM, 2024) | Kevin Kelleher (XD, 2024)

Gold Richmond Show

DADGPT the home depot

Technology-Empowered Home Improvement In today’s fast-paced digital age, where hands-on craftsmanship skills may not be as common among younger generations, DadGPT steps in as a virtual father figure, providing guidance, advice, and support for a wide range of home repair tasks. Whether you’re dealing with a leaky faucet, a creaky door, or looking to undertake a more significant DIY project, DadGPT is there to help you every step of the way. With its advanced image analysis and problem identification capabilities, it can quickly diagnose issues and offer step-by-step solutions, making home maintenance more accessible and less intimidating. DadGPT is not just about fixing things; it’s about empowering you with the knowledge and confidence to take on home improvement challenges and succeed.

47

DadGPT is here to be your digital-age ‘Dad’ for all things DIY.

Image Analysis for Problem Identification DadGPT’s advanced image analysis capability allows you to upload a picture of your home repair issue; it will quickly identify the problem, saving you time and guesswork.

Best in Show 2024 Richmond Show

Step-by-Step Guide Receive clear, step-by-step instructions from DadGPT, guiding you through repairs with ease.

Integrated Shopping Experience DadGPT seamlessly connects you to The Home Depot’s online store, making it easy to find and purchase the right tools and materials for your project.

Agrim Prakash (ST, 2025) | Alyssa Hwee (XD, 2025) | Alex McKinley (XD, 2025)

a bit of stretch laffy taffy

MANIFESTO The truth hurts. At Laffy, we like to sweeten up some details. Taffy cheers everyone up. A bit of a stretch can go a long way. It’s not lying, it’s adding flavor to facts. Sweet, sugary, artificial banana flavor. Looong, tasty ropes of mouthwatering mystery swirl, getting wrapped up in punchy sour apple details. Pull it, reach it, bend it, squish it. Smack talk it while smacking lips.

In our Laffy Taffy la-la land, feel free to sweeten the truth because there’s nothing wrong with a bit of stretch.

48

Raquel Fereshetian (AD, 2024) | Selma Kettwich (CW, 2024)

Shortlist Communication Arts, Advertising Annual

49

the north face

THE NEXT PLACE

It seems like every brand has a sustainability effort, but they rarely break through and they rarely make a difference.

The North Face is taking a different approach.

They’re leaving Earth and becoming the first outdoor apparel brand on Mars.

But before they leave, they’re auctioning off their first line of Mars suits. All proceeds benefit the Environmental Defense Fund.

Maybe this is what it takes to save Earth.

Merit Young Ones ADC Bronze Richmond Show

Mia Kasper (AD, 2025) | Niani Patterson (AD, 2025) | Henry Coffey (CW, 2025)

“peek” your interest burlesque hall of fame

Burlesque dancing is all about teasing the audience and never revealing everything. That’s what their imagination is for. But the not knowing has really “peeked” your interest to see more.

Graham Bartal (AD, 2025) | Claire Casalaspi (CW, 2025)

Nashville Brewery & Music Hall is a fictional venue where the notes of bluegrass blend with the bold flavors of local brews.

This warm, rustic logo and packaging design aims to capture the venue’s rich cultural ties to the Music City.

50

Shortlist Communication Arts, Advertising Annual

Shortlist Communication Arts, Design Annual

Bailey Wood (AD, 2025)

nashville brewery & music hall

APPALACHIAN ALE

zzzquil

SLEEP HARD Crime Scene :30 We open on close-up details of a “crime scene” in a living room. Two rookie investigators place evidence cards around the scene, and tape outlining a seemingly deceased victim on a couch.

Detective 1: ​No blood. No signs of struggle or forced entry.

Detectives stand back and assess the scene, seeing the body sprawled out on the couch with one hand in the popcorn bowl.

Detective 2: And worst of all, no butter on the popcorn Detective 2 starts eating the popcorn from the marked evidence.

Detective 1:​Whoa, what are you doing?

51

Detective 2 gives a shocked blank stare as Detective 1 shakes their head.

Detective 1: ​We’re getting lunch after this.

Detective 2:​Riiiight, how about tacos?

The detectives mutter about their lunch plans and as they are walking out the door, the supposed “victim” sits up from their dead sleep and responds in a confused way to their question about tacos.

VICTIM: ​Did somebody say tacos?

TITLE CARD/VO: ZzzQuil. Sleep Hard

ZzzQuil is a nighttime sleep aid that works.

Like, really works.

In fact, it makes you sleep so hard that someone might even think you’re dead. *to view the spot, visit bit.ly/BC-Zzzquil Silver Richmond Show Graham Bartal (AD, 2025) | Alex Ward (AD, 2025) | Claire Casalaspi (CW, 2025)

unseen boundaries invisible fence

Living up to their name, Invisible Fence provides unseen boundaries for protecting your furry best friend.

Alex Ward (AD, 2025) Shortlist Communication Arts, Advertising Annual

Mia Kasper (AD, 2025) | Anslee Reaves (CW, 2025)

52

Your space is a gallery that shows who you are and what you believe in—even if you’re a monster. This campaign for Oxford Pennant looks at iconic monsters and the mantras they choose to hang on their walls, because everyone has values they live by. A special collaboration with the Girl Scouts of America adds limited-edition patches of monsters giving the Girl Scout salute.

oxford pennant

WHAT DO YOU LIVE BY?

portfolio development

DESTINATIONS UNEXPLORED

montenegro

53

the same but different

Reagan Tate (AD, 2025) | Claire Casalaspi (CW, 2025) Bronze - Richmond Show

The country of Montenegro is often overlooked as a popular European tourist destination as it lives in the shadow of Croatia and Italy. But in reality, Montenegro offers just as much as what other countries do. They also have beaches, mountains, good food, and nice towns, except no one knows about it. So we want to encourage travelers to skip the normal, popular destinations and come to Montenegro, where things are the same as they are in London, Miami, Canada, etc…but different.

amsterdam the 5 euro project Amsterdam is one of the most visited cities in the world—it doesn’t need to spend more money to attract tourists.

In true Dutch practicality, it seemed appropriate to “save” the tourism campaign budget by giving it back to its residents instead (proportionately, of course).

Elio Conroy (AD, 2025) Boyan Zlatarski (CW, 2025)

chile

Smera Dhal (AD, 2025) | Hoang Ho (CW, 2025)

the planet next door From otherworldly deserts to star-filled skies, from shimmering salt flats to ancient glaciers, Chile feels like another world. Experience outer space, right here on Earth. Chile—The Planet Next Door.

54

new orleans

Nithya Charles (AD, 2025) | David Ballowe (CW, 2025)

it’s a swamp thing, baby.

New Orleans is a swamp—but it might be the classiest swamp in the whole damn world. And the craziest one, too. If you tryin’ to wrap your mind around it: It’s a Swamp Thing, Baby.

LOST LOVES southwest

ASK Create a cause-based campaign for Southwest.

55

SOLUTION 2,000 victims are human trafficked through commercial airports daily. Southwest has a history of advocating for intervention tactics and detection. In the busiest airport, Southwest will launch an installation-based campaign, Lost Loves, that directs attention to the human trafficking crisis.

Silver Muse

Jess Riporti (AD, 2024) | Paris Cipollone (CW, 2024)

poster design problem solving for art directors 56

Inspired by the band’s maximalist and emotional music, these designs use recurring imagery from beach house song lyrics like the sea, stars, and sky.

The television series ‘Flight of the Conchords’ follows the misadventures of two Kiwi musicians seeking success in New York City. In this poster series, the flightless duo navigates the absurdity of metropolitan living.

Jade Chen (AD, 2024) Honorable Mention Graphis Inc, Poster Design

Bailey Wood (AD, 2024)

Shortlist Communication Arts, Design Annual

57

durex

SAY CONDOM

Many Indians are too embarrassed to say the word “condom” when buying one, using slang like “umbrella” or “cap” instead. So, to get them comfortable with condoms, Durex is getting Indians to Say Condom.

Bronze Clio Graphite Pencil D&AD New Blood

Mahek Asher (AD, 2025) | Tanmay Kumar (AD, 2025) | Debashish Dumbre (CW, 2024) Vanessa Galdamez (CW, 2025) | Agrim Prakash (ST, 2025)

Bodies are weird coffee table book

Front cover

Back cover

58

Inspired by moments when we treated our bodies with harsh judgment, likely guided by a lack of understanding and appreciation. This book exists with the hope that everyone who reads it will find that appreciation (and perhaps have a few giggles, too).

If you’re feeling weird, that’s okay. Bodies are weird.

Hazel Cimino (AD, 2024) | Celeste Chance (CW, 2024)

Merit Young Ones ADC

problem solving for art directors

VISUALLY DRIVEN ADS

Magic spoon

La sportiva

Impossible foods

Grown Up Cereal

Everywhere a Route

Meat Made From Plants

Annie Zheng (AD, 2026)

Max Dotson (AD, 2026) Caleb Driesman (CW, 2026)

Jennifer Kim (AD, 2026)

reach dental floss

59

Mahek Asher (AD, 2025) | Adam Fuller (CW, 2025)

REACH FURTHER

Bronze Richmond Show

Kraft self kare kraft

PROBLEM Kraft Mac and Cheese sales have declined among young people because they are turning to alternative sources of comfort.

ASK Realign Kraft Mac and Cheese with comfort for Gen Z and Millennials.

INSIGHT Self-care is a comforting escape from everyday stresses. It’s more than skin deep.

60

Raquel Fereshetian (AD, 2024) | Celeste Chance (CW, 2024) | Catherine Emblidge (ST, 2024)

Wood Pencil D&AD New Blood

bic

SMALL PEN, BIG IDEAS BIC Manifesto Script In the beginning, there was the pen.

And that pen was a BIC. Then came the great uncapping.

And ink stained the star-paved firmament.

A bubbling blackness as far as the eye could see or the mind could wander.

And the BIC became two, and two became hundreds, and hundreds became billions.

All brimming with inky potential.

Billions of small big bangs in billions of hands, BIC pens gave life to the void.

Words, art, music, to-do lists and doodles.

61

Even that funny S-shape from middle school.

Billions of BICs…abandoned in pockets, discarded on desks, now held like long lost lovers found.

All waiting for you to write your thoughts into existence.

Because no idea is too small, or too big, for a BIC.

Cheap, accessible, and everywhere, BIC pens are overlooked miracles of creation available to anyone and everyone. Inside each, ideas wait for a hand to bring them to life, no matter how big or how small. *to view the spot, visit bit.ly/BC-BIC

Best in Show 2025 Richmond Show

Alex Ward (AD, 2025) Adam Fuller (CW, 2025)

under the pokéscopE

INSIGHT People love searching for things.

pokémon

ASK What fuels the intense obsession behind Pokémon card collecting?

OPPORTUNITY Lean into the thrill of the hunt by creating experiences that gamify the search and reward curiosity.

62

Joy Luong (ST, 2025)

adobe

SCAN TO REVOLT ASK Make Adobe the go-to software for Gen Z. SOLUTION Call out their design icks—and give them the tools to fix them.

63

RESULT Brandcenter’s first-ever Black Pencil at the D&AD New Blood Awards. Thanks to support from the Brandcenter community, the team traveled across the pond to accept the coveted award at the London ceremony.

“Reflecting on the experience as we are about to become Brandcenter alumni has given me hope and a strong sense of responsibility to pay it forward down the road of our careers.”

- Boyan Zlatarski (CW, 2025)

Black Pencil & Gold Pencil D&AD New Blood

Alex Ward (AD, 2025) | Henry Coffey (CW, 2025) | Callum Leitenberg (CW, 2025) Boyan Zlatarski (CW, 2025) | Emma Kerencheva (CBM, 2025)

Crowdfunding Campaign

D&AD Award Show

WE MADE IT TO LONDON, THANKS TO YOU!!

“The support we felt from Brandcenter alumni across the country was remarkable. They made our trip possible. I was amazed by the support we received from people who had never met us but felt connected to us through Brandcenter.”

- Henry Coffey (CW, 2025)

64

ads for rats

SEEKING ATTENTION To garner attention in a crowded job market, this team went small—really small—to target New York City’s biggest untapped audience: rats. In addition to miniature OOH placed around the city, they announced the creation of parody agency ads for rats on LinkedIn, Instagram and their official site.

The project made waves and was featured in Ad Age, USA Today, Yahoo, and even a televised segment on a New York City morning show.

"New York, known for its hustle, should know better than to look at it as a rat problem, rather than a rat opportunity."

65

- Boyan Zlatarski (CW, 2025)

“You can never really predict what will go viral, but that’s what makes it fun. Sometimes ideas don’t need big budgets, just bold thinking (and rats).”

- Emma Kerencheva (CBM, 2025)

Winner 2025 D&AD New Blood

Press and Metrics

66

Behind the Scenes and Reactions

“We made this campaign to prove that no matter how absurd the brief, and no matter how small the canvas, today’s students know how to make an impact.”

- Henry Coffey (CW, 2025)

Alex Ward (AD, 2025) | Henry Coffey (CW, 2025) | Callum Leitenberg (CW, 2025) | Boyan Zlatarski (CW, 2025) | Emma Kerencheva (CBM, 2025)

67

Behind the scenes, a lot goes into the sixty-week Brandcenter experience.

From Forums with industry legends to late-night edits before a pitch, there’s always something pushing students forward. They collaborate across concentrations, build real campaigns for real clients, and show up big in competitions.

By the end, they’re not only ready for the industry—they’ve already launched into it.

68

25 FORUMS. 42 SPEAKERS. 16 ALUMS. NAVIGATING EARLY CAREER MOVES “There is no perfect job.

Rather than prioritizing perfection, look for the agency that can teach you the things you want to learn and help you grow in the ways you want to grow.”

- Alyson Gaiser (ST, 2018) Senior Strategy Director, AKQA

AKQA Alyson Gaiser (ST, 2018), Senior Strategy Director

THIS IS SPORTSCENTER

Arts & Letters Creative Co. x ESPN Chris Kim (AD, 2013), Creative Director Andrew Kong (CW, 2013), Creative Director Zack Stergar (ST, 2013), Strategy Director Brenda Schneider, Group Business Director Calleen Colburn, Executive Producer Curtis Friends, VP, Sports Marketing at ESPN

NAMING 101: BRAND NAMES THAT STICK

Pearlfisher Cait Starke (ST, 2019), Head of Strategy Talia Evans, Associate Strategy Director

DO THE WORK

Erich & Kallman Eric Kallman, Founder & Chief Creative Officer

69

DIAGRAMMING YOUR FUTURE

“Living your best life enables you to do your best work.”

- Rian Chandler-Dovis (CBM, 2017) Managing Partner & Chief Product Officer, Brand Federation

Brand Federation Kelly O’Keefe, Founding Partner Rian Chandler-Dovis (CBM, 2017) Managing Partner & Chief Product Officer

INTRO TO DESIGN FUTURES

FTI Consulting Steven Fisher, Managing Director & Futurist

How to Get F.I.L.T.H.Y. Rich

Gus Graham Douglas & Spencer LaVallee Co-Founders & Creative Directors

TAKING A LEAP

Highdive Joe Nio (ST, 2000), Chief Strategy Officer Suzanne Stovall, Group Account Director Jonathan Richman, Group Creative Director

CREATIVE FOR A BETTER WORLD IMPER/ACTIVE Luis Camano, Co-Founder

NHL UNITES

National Hockey League Jennifer Ekeleme (CBM, 2011) VP of Multicultural Content and Audience Development

“Find someone who believes in you and your crazy, zany ideas, not just a job.⁣” - Perry Fair Chief Creative Officer & Global Director of Entertainment, McCann Worldgroup

INDUSTRY INSIGHTS

McCann Worldgroup Perry Fair Chief Creative Officer & Global Director of Entertainment

SPACIAL MEDIA Studio Listo Ebenezer Bond, CEO

“It’s all about using AI to enable faster, data-driven decisions while keeping the human touch at the forefront of our work.”

DO HUMAN THINGS

Mekanism Jeff MacDonald (XD, 2012), Director, AI Lab

- Jeff MacDonald (XD, 2012) Director, AI Lab, Mekanism

STRATEGY & CREATIVE

Orchard Creative Sarah Garman (CBM, 2013), Head of Strategy Laura Janness, Co-Founder, Chief Strategy Officer Jimm Lasser, Executive Creative Director Heather Larimer, Creative Director

STARTING WITH EQUITY

“This work is about freedom.

So I have to question everything, everyday, all day.”

McKinney Chandra Guinn, Executive Director, Equity, Diversity, Inclusion & Belonging

AI: EMPOWERING CREATIVITY

- Chandra Guinn Executive Director, Equity, Diversity, Inclusion & Belonging, McKinney

Pereira O’Dell PJ Pereira, Creative Chairman

IMMERSIVE TECH IN ENTERTAINMENT Sphere Studios LA Eric Cruz, Group Creative Director

NOW UPON A TIME

70

The Martin Agency Elizabeth Paul, Chief Brand Officer Neel Williams, SVP & Group Creative Director Kim Nguyen, Creative Director

STRATEGY MEETS CULTURE

“Make room for fan interactions, rather than seeking to control the narrative. When you do it right, people start stealing posters.”⁣⁣

SLAYING SELF DOUBT

- Chane Rennie (ST, 2016) Strategy Director, Wieden+Kennedy NYC

EXPERIENCE-LED MARKETING

On Board Experiential Zak Vono (XD, 2019), Group Strategy Director Melissa Poe (XD, 2020), Senior Designer

Wieden+Kennedy NYC Chane Rennie (ST, 2016), Strategy Director⁣⁣

The Mom Complex Katherine Wintsch (ST, 2001), Founder, CEO

SHIPPABLE RESEARCH: STRATEGY AS A CREATIVE ACT Work & Co Alice Lee, Strategy Director

THE ROLE OF A PRODUCT DESIGNER; SOLVING HUMAN PROBLEMS, NOT TECHNICAL ONES World Wide Technology Scott Cullum, Senior Manager, Digital Architecture

HOW TO FREELANCE

Allie Carr (CW, 2018), Freelance Writer & Creative Consultant Grace Abbott, Freelance Creative Director

ASK ME ANYTHING

CBS, Netflix, BET Howard Johnson, Jr. (CW, 1999) TV Writer & Producer, CBS, Netflix, BET *to read highlights from past Friday Forums, visit brandcenter.vcu.edu/news/

“Be special in a way that no one else can be special…what can you write, that no one else could possibly write, in a way that only you can write it?⁣⁣” - Howard Johnson, Jr. (CW, 1999) TV Writer & Producer, CBS, Netflix, BET

LIVE-CLIENT C REAL CLIENTS. REAL WORK.

BC Sprint

A fast-paced, intense, and fun week of making real work for real clients. As part of this annual creative and strategic sprint, teams of second-year students have five days to create work worthy of presenting to big name clients—major brands that partner with us to gain creative insight from emerging talent and help give the next generation of ad professionals real-world experience. Past participants include brands like Lume, Buffalo Wild Wings, Coors Light, Peloton, and DoorDash.

On Monday, teams are presented with briefs from our guest clients, getting the chance to work on real challenges facing major brands. They have four days to develop innovative solutions to the client’s brief, stretching their creative muscles and leaning on a Brandcenter mentor for guidance. By the end of the week, teams present to judges from the brands and/or their agencies, who will then declare a winner.

ASK Sarah Weeden (CBM, 2011), Arby’s Director of Integrated Marketing, and team asked for fresh insights to tap into a Millennial audience.

arby’s

71

SOLUTION How do you bring younger, meat-agnostic audiences into an iconic restaurant chain for “having the meats?” Leave a trail of their beloved curly fries towards rediscovering Arby’s.

REDISCOVER

Hazel Cimino (AD, 2024) | Taylor Martin (AD, 2024) | Emery Schindler (CW, 2024) Ed Keithly (ST, 2024) | Cam Rogers (XD, 2024)

COMPETITION 8 JUDGES. 12 TEAMS. 74 STUDENTS.

Insane clown posse liquid death

ASK Andy Pearson, VP of Creative at Liquid Death, challenged teams to bring the brand’s irreverent, internet-breaking energy to its new line of soda-flavored sparkling waters.

SOLUTION A Liquid Death collab with American hip hop duo Insane Clown Posse. Creative brand activations would tie the two brands together through their mutual embrace of absurdity and dark humor, persuading juggalos to turn in their Faygo for Liquid Death.

72

Stephen Dvorak (AD, 2025) | Rhiannon Newman (AD, 2025) | David Ballowe (CW, 2025) | Agrim Prakash (ST, 2025) Walid Al-Tinawi (XD, 2025) | Nico Morris (XD, 2025)

ASK The Lululemon team, led by Brandon Viney (AD, 2012), VP & North America Brand Creative Director, asked teams for a 360-degree marketing strategy to get U.S. women ages 28-34 to fall back in love with Lululemon.

SOLUTION Women feel pressure to be perfect, leaving no room to just enjoy the process. With Lululemon, movement isn’t meant to be so serious. Make Lululemon the brand for people who move their body like the whole world isn’t watching.

lululemon

Nithya Charles (AD, 2025) | Henry Coffey (CW, 2025) Jackson Wald (CW, 2025) | Erin Kang (CBM, 2025)

MOVE FREE

LIVE-CLIENT C 3 SPOTS. 4 DIRECTORS. 18 PRODUCTION COMPANIES. Director’s Cut

Brandcenter students and faculty partnered with production companies and other industry veterans to create professionally-produced spots. The year-long project started in portfolio development class. Student teams of second-year Art Direction and Copywriting students wrote scripts for spec spots, choosing between a dozen different brands. They pitched their scripts to a professional director and the three participating production companies each selected a team to move on to production. This unique opportunity to work in partnership with professionals gave our students practical experience in all aspects of production, from storyboarding to casting, filming, editing, audio, and more.

SPECIAL THANKS

Production Companies - Hungry Man, Visual Kinship, and Brian Camp Pictures Directors - Megan Brotherton, Brian Camp, Devin Whetstone, and Micah Gendron (AD, 2005) Producers - Kerry Ayers from SuperJoy, John McAdorey from GSD&M, Danny Ryan from Arts & Letters Creative Co., and Scott Friske from CoStar Group

73

*to view full credits and the completed spots, visit bit.ly/BC-Directors-Cut-2024

nerds

Spotify

CBS March Madness

Tied Spies

Easter Bunny

It’s Bracket Season

Miranda Arias (AD, 2024) Shay Franzen (CW)

Cat Clark (AD, 2024) Celeste Chance (CW, 2024)

Raquel Fereshetian (AD, 2024) Jenn Valerio (CW, 2024)

Behind the Scenes

COMPETITION 2 UNIVERSITIES. 3 JUDGES. 4 TEAMS. 32 STUDENTS.

University of Richmond Sprint - From Concept to Shelf

In this unique collab between Brandcenter and the University of Richmond’s Bench Top Innovations course, students turn food and beverage ideas into shelf-ready products. In the fall, over the course of two months, four teams compete to see which product heads to market. University of Richmond students handle the product development and marketing strategy, while Brandcenter teams craft the brand and visual identity.

It all heats up at the annual Bake Off, where one winning product gets the green light for launch. Check out these products that made it to store shelves:

we like how you dress envee

r

sa

The best collab yet.

to Pes

Ca

e

enveedressings.com @enveedressings

74

At Envee, we’re dedicated to finding fresh flavor combinations that stand out on any shelf and every plate. We work tirelessly to perfect our dressings, making sure that when you open a bottle of Envee, you turn your meal into something everyone else wants.

Nithya Charles (AD, 2025) | Henry Coffey (CW, 2025) Harper Lock (CBM, 2025) | Walid Al-Tinawi (XD, 2025)

Noosh is a refreshing take on the classic baba ganoush. Traditional garlic and eggplant meet delightfully enriching cayenne and lime for something familiar and fun.

noosh

Carli Aldape (AD, 2024) | Caitlin Kreinheder (AD, 2024) | Taylor Bendus (CW, 2024) Sarah Hardin (CBM, 2024) | Hannah Kent (XD, 2024) | Ora Watanatham (XD, 2024)

STAY ZESTY

READY, SET, GET HIRED!

75

The Brandcenter Recruiter Session, held each year in the spring, marks the debut of the graduating class and officially kicks off the job placement process. Hundreds of recruiters representing hundreds of agencies and companies sign up to be the first to meet our grads and gain access to their portfolios.

OUR SPONSORS Arts & Letters Creative Co., Brand Federation, CoStar Group, McKinney, Tangerine, and Working Not Working

2 DAYS. 20 HOURS. 120+ COMPANIES. 200+ RECRUITERS.

Gangbusters Giant Spoon Goodby Silverstein & Partners Google Google Brand Studio Grow GSD&M GSW, powered by Syneos Health GTT Commercial Tires Gus Hatch the Agency Havas Havas Chicago Havas Health Havas Health & You Highdive Hill Holliday Initiative INNOCEAN Johannes Leonardo Kettle Lafayette American Landor Le Truc Leo NY Lewis Communications Material MC Saatchi McGarrah Jessee McKinney MediaMonks Mekanic Mighty Recruiting Mischief MKG Momentum Momentum Worldwide MONO Movers+Shakers Agency MRM/McCann Multiply Mythic Mythology Navy Federal Credit Union Noble People Norris Design Oatly Office of Yocasta Lachapelle OK COOL OKRP On Board Experiential OpenTable Opinionated PACO Collective Part and Sum Peloton Pereira O’Dell PETERMAYER Advertising Planet Propaganda Pre-rev CPG Brand Preacher

Prophet Prose Prosek Partners Publicis Creative R/GA Rakuten Rambler Sparkling Water RedPeg Marketing Reframe Rethink Revelry River’s Edge RS Creative LLC Rufus Saatchi & Saatchi Sam & Lori Associates Scorpion Rose Studio Sid Lee Slap Global Snap SoFi Solomon Page Solve Sprout Social Studio Mococo Sukle Advertising and Design Sunshine & Bourbon Sylvain Labs Tangerine TBWA\Chiat\Day TBWA\Media Arts Lab Team One Terri & Sandy The Black Sheep Agency The Community The Escape Pod The Justis Department The Martin Agency The Mix Global The Tombras Group The Walt Disney Company Tiny Giants Talent Translation Translation | UnitedMasters TRG Tritton Baylor Strategic Enterprises Ukrop’s VaynerMedia VCCP VHWDA Virtue Worldwide VML Wieden+Kennedy WillowTree, Inc. Wolf Creative Wonderstrike, LLC Working Not Working WPP Xponent21 Z&R Holdings LLC

76

180LA 72andSunny Acceleration Community of Companies Adfero Adobe Agent3 / This Machine AKQA Alfonsina Anomaly Anomaly Content & Entertainment Argonaut Ariyeh Arts & Letters Creative Co. August Jackson AXS Baird Talent Consulting Bandits & Friends BarkleyOKRP BBDO MW BBH BCG BrightHouse Benchworks Best Buy BLT Recruiting Book of the Month Booz Allen Hamilton BrabenderCox Brand Federation Burrell Communications C.O.nxt Cactus Callen Campbell Ewald CarMax Chemistry Code and Theory Confidant.co Copacino Fujikado CoStar Creative Search Consultants Crosby Marketing David&Goliath Davis Ad Agency dentsu Deutsch LA Digital Domain Digitas Disney Yellow Shoes Doe-Anderson Doner Drata Droga5 Ember Music Hall/LXGRP EP+Co ESPN EssenceMediacom Factory 360 Fallon Familiar Creatures FCB FIG

CELEBRATING 60 WEEKS Sixty weeks. Countless ideas, critiques, coffee runs, and breakthroughs. Now they’re heading out into the world—portfolio-ready, battle-tested, and full of creative fire. This is more than graduation—it’s the official launch of their creative careers.

“There’s something very special that is born in your relationships when you experience this pressurized environment together. You will always know each other and be able to depend on each other in a very unique way.”

- Hillary Rogers Managing Director, Magnetic Field Commencement 2024 Emcee

77

“The Brandcenter has nurtured some of the finest creative talents in our industry; individuals who have gone on to tackle the challenges facing our most iconic brands and even address societal issues confronting the world at large. Your Brandcenter degree will open countless doors. I urge you to walk through them with confidence.”

- Chioma Aduba President, Droga5 Commencement 2024 Keynote Speaker

“Creativity is still the most powerful force we have in a world of infinite scroll and algorithm’s sameness.

You make someone cry in 30 seconds, laugh in five words, rethink their entire life through one image. That’s not just art. That’s power.”

- David Shing Digital Prophet, Shingy Commencement 2025 Keynote Speaker

78

“[I had] this idea that I had to be a certain way because of who I was. That I had to meet these expectations I imagined for myself because of where I am from. That I had to speak a certain way, because I looked the way I did… Brandcenter is a place that makes us reject who we think we need to be; and learn to embrace who we are.”

- Debashish Dumbre (CW, 2024)

Commencement 2024 Student Speaker

PROOF WE DON’T JUST DREAM BIG...

79

Gold - Student Show Brady United: Disarm the Algorithm Caitlin Kreinheder (AD, 2024) Jack Franco (CW, 2024) Ed Keithly (ST, 2024) Chynna Napper (ST, 2024) Taylor Sarlo (CBM, 2024) Kevin Kelleher (XD, 2024) Gold - Student Show IKEA: Two Night Stands Bailey Wood (AD, 2025) Hoang Ho (CW, 2025) Gold - Student Show Bose: Be Unbothered Max Dotson (AD, 2026) Casey Hickman (CW, 2026) Silver - Student Show Duck Duck Go: Your Search is Safe with Us Elio Conroy (AD, 2025) Mia Kasper (AD, 2025) Trent Moss (CW, 2025) Silver - Student Show ZzzQuil: Sleep Hard Graham Bartal (AD, 2025) Alex Ward (AD, 2025) Claire Casalaspi (CW, 2025)

Bronze - Student Show Airbnb: Scarebnb Madeline Miranda (AD, 2024) Debashish Dumbre (CW, 2024) Sarah Gray (ST, 2024) Bronze The North Face: The Next Place Mia Kasper (AD, 2025) Niani Patterson (AD, 2025) Henry Coffey (CW, 2025) Bronze - Student Show Teddy Grahams: Revenge Bears Emme Schumacher (AD, 2025) Claire Casalaspi (CW, 2025)

Shortlist Duolingo: Duo Echo Lori Tsai (AD, 2026) John Marenic (AD, 2026) Cherin Blanton (XD, 2026) Anna Monnett (XD, 2026)

Leatherman: Fix Your Story Miranda Arias (AD, 2024) Paris Cipollone (CW, 2024) Post-It Notes: Reminder Emme Schumacher (AD, 2025) Joe Wint (CW, 2025)

Bronze - Student Show Montenegro: The Same But Different Reagan Tate (AD, 2025) Claire Casalaspi (CW, 2025) Bronze - Student Show Carabbas: Relatively Roman Bailey Wood (AD, 2025) Ross Atkinson (CW, 2025) Excellence in Creative Education Scholarship Walid Al-Tinawi (XD, 2025) Sam Khan (CW, 2026)

Invisible Fence Alex Ward (AD, 2025) Laffy Taffy: A Bit of Stretch Raquel Fereshetian (AD, 2024) Selma Kettwich (CW, 2024) Burlesque Hall of Fame: Peek Your Interest Graham Bartal (AD, 2025) Claire Casalaspi (CW, 2025)

Bronze - Student Show Heinz: I Pronounce You Ketchup and Mustard Ellie Wilson (CBM, 2025) Claire Snyder (XD, 2025)

CA DESIGN ANNUAL International UFO Museum Stephen Dvorak (AD, 2025) Hannah Kakish (CW, 2025) Flight of the Conchords Bailey Wood (AD, 2025) Alcatraz: Serve a One Day Sentence Nithya Charles (AD, 2025) Henry Coffey (CW, 2025) Railway Brewery Alex Ward (AD, 2025)

FUTURE LIONS Shortlist Spotify: Spot by Spotify Elio Conroy (AD, 2025) Mia Kasper (AD, 2025) Ryan Schork (XD, 2025)

Duck Duck Go: Your Search is Safe with Us Elio Conroy (AD, 2025) Mia Kasper (AD, 2025) Trent Moss (CW, 2025)

Bronze - Student Show Reach: Reach Further Mahek Asher (AD, 2025) Adam Fuller (CW, 2025)

Shortlist

Best in Show - 2025 Student Show BIC: Small Pen, Big Ideas Alex Ward (AD, 2025) Adam Fuller (CW, 2025)

International UFO Museum: For True Believers Stephen Dvorak (AD, 2025) Hannah Kakish (CW, 2025)

Winner

Best in Show - 2024 Student Show Home Depot: DadGPT Agrim Prakash (ST, 2025) Alyssa Hwee (XD, 2025) Alex McKinley (XD, 2025)

Silver - Student Show Smeg: The Italian Way Annie Zheng (AD, 2026) Sam Khan (CW, 2026)

Shortlist

Best in Show - 2024 Design Show Brandcenter: SIXTY Magazine KT Schaeffer (AD, 2001) Diana Ojibway (AD, 2002) Michal Howick (ST, 2022)

CA ADVERTISING ANNUAL Winners

ADVERTISING CLUB OF RICHMOND

Nashville Brewery Bailey Wood (AD, 2025) Shortlist Google: Beacon Max Dotson (AD, 2026) Chen Li (AD, 2026) Zoe Kennedy (XD, 2026) Benn Pattara (XD, 2026) Malcolm Rose (XD, 2026)

CLIO Bronze Durex: Say Condom Mahek Asher (AD, 2025) Tanmay Kumar (AD, 2025) Debashish Dumbre (CW, 2024) Vanessa Galdamez (CW, 2025) Agrim Prakash (ST, 2025)

... WE WIN BIG. D&AD NEW BLOOD

YOUNG ONES ADC

Black Pencil & Gold Pencil Adobe: Scan to Revolt Alex Ward (AD, 2025) Henry Coffey (CW, 2025) Callum Leitenberg (CW, 2025) Boyan Zlatarski (CW, 2025) Emma Kerencheva (CBM, 2025)

Bronze IKEA: Two Night Stands Bailey Wood (AD, 2025) Hoang Ho (CW, 2025)

Graphite Pencil Durex: Say Condom Tanmay Kumar (AD, 2025) Mahek Asher (AD, 2025) Debashish Dumbre (CW, 2024) Vanessa Galdamez (CW, 2025) Agrim Prakash (ST, 2025) Wood Pencil Kraft: Kraft Self Kare Raquel Fereshetian (AD, 2024) Celeste Chance (CW, 2024) Catherine Emblidge (ST, 2024)

Advertising Dipanshi Agarwal (CW, 2024) Mahek Asher (AD, 2025) Debashish Dumbre (CW, 2024) Boyan Zlatarski (CW, 2025) Graphic/Communication Design Regan O’Donnell (AD, 2024)

THE CROWBAR AWARDS Best in Show - Blue Crowbar AMC: Movies Made Right Alex Ward (AD, 2025) Joe Wint (CW, 2025) Joy Zhou (ST, 2025) Golden Crowbar AMC: Welcome Back to the Movies Nithya Charles (AD, 2025) Callum Leitenberg (CW, 2025) Jackson Wald (CW, 2025)

Merit Bodies are Weird: Illustration, Book Hazel Cimino (AD, 2024) Celeste Chance (CW, 2024)

*All awards are as of 2024 to 5/16/2025 notifications.

Merit Montenegro: Best at Nothing Emme Schumacher (AD, 2025) Jackson Wald (CW, 2025)

YOUNG ONES ONE SHOW Gold Heinz: The 13th Egg Alex Ward (AD, 2025) Henry Coffey (CW, 2025) Callum Leitenberg (CW, 2025) Boyan Zlatarski (CW, 2025) 1 Gold & Merit Subway: Cookie.io Nithya Charles (AD, 2025) Mia Kasper (AD, 2025) Kedi Hickman (CW, 2025) Jackson Wald (CW, 2025) Erin Kang (CBM, 2025) Silver Duolingo: Mama Lingo Dom Khun (AD, 2024) Dipanshi Agarwai (CW, 2024) 1 Silver, 2 Bronze & Merit Vaseline: Not for Sex Smera Dahl (AD, 2025) Joe Wint (CW, 2025) Joy Zhou (ST, 2025) Caleb Mayer (CBM, 2025) Nico Morris (XD, 2025) Yanna Nguyen (XD, 2025)

1 Silver & 2 Merits Duolingo: McDuo’s Global Mobile Menu Reagan Tate (AD, 2025) Logan Furey (CW, 2025) Kameron Franks (ST, 2025) Sarah Jones (CBM, 2025) Yanna Nguyen (XD, 2025) Bronze Mio: Clean Energy for Humans Athena Michaels (AD, 2024) Taylor Bendus (CW, 2024) Bronze Duolingo: Drop the Subtitles Madeline Miranda (AD, 2024) Jack Franco (CW, 2024) Catherine Emblidge (ST, 2024) Merit Fanta: Fanta University Taylor Martin (AD, 2024) Hazel Cimino (AD, 2024) Jack DeMare (CW, 2024) Derek Martin (ST, 2024)

YOUNG ONES PORTFOLIO

GRAPHIS

Winner Debashish Dumbre (CW, 2024)

Silver - Book Design Playstation brand book Jade Chen (AD, 2024)

Winner Boyan Zlatarski (CW, 2025)

Honorable Mention - Poster Design Beach House concert posters Jade Chen (AD, 2024)

MUSE Silver Southwest: Loves Lost Jess Riporti (AD, 2024) Paris Cipollone (CW, 2024)

Merit Post-It Notes: Reminder Emme Schumacher (AD, 2025) Joe Wint (CW, 2025)

80

D&AD NEW BLOOD & EDITOR X: THE PORTFOLIO

Bronze & Merit Cutco: Not Cake Lori Tsai (AD, 2026)

Merit The North Face: The Next Place Mia Kasper (AD, 2025) Niani Patterson (AD, 2025) Henry Coffey (CW, 2025)

THE CANNES LI ROGER HATCHUEL ACADEMY

Cannes Lions International Festival of Creativity

Known as the “Oscars of Advertising,” the Cannes Lions International Festival of Creativity—held annually in Cannes, France—is the largest festival for creative communications, advertising, and related fields. Each year, the creative community gathers to learn, network, and celebrate the industry’s best work. The Roger Hatchuel Academy and Study Abroad Program both take place during the festival.

81

Roger Hatchuel Academy

The Roger Hatchuel Academy (RHA) helps students explore the various avenues and creative spaces available after graduation. Thirty students from thirty countries are invited to attend each year, and Jared Montgomery (ST, 2025) was selected to represent the United States. Jared and the other members of the academy had the honor of listening to industry veterans discuss their journeys and processes.⁣

“Being surrounded by top talent from around the world while learning from industry leaders led to an experience I’ll remember for a lifetime.”

- Jared Montgomery (ST, 2025) Attended RHA 2024

“I was continually learning, expanding my network, and having a blast. A true highlight was constantly bumping into Brandcenter-affiliated people throughout the week—whether current students, alumni, or faculty. It was refreshing to see familiar faces, and it really reinforced how strong the #BrandFam network is, even after leaving Brandcenter.”

- Madeline Miranda (AD, 2024) Attended Creative Academy

IONS FESTIVAL STUDY ABROAD

Study Abroad Program

The Brandcenter Cannes Lions Festival Study Abroad Program offers undergraduate and graduate students, from VCU and outside universities, a once-in-a-lifetime opportunity to attend the Cannes Lions International Festival of Creativity and rub elbows with today’s top creative leaders. 2024 was the inaugural year.

Brandcenter connections granted students access to an array of events including Meta Beach, Pinterest, Amazon, Snapchat, TikTok, LinkedIn Cafe, Microsoft, Reddit, Sports Beach, RTL Beach, and Adweek. Throughout the week, students attended panels held at the Palais through the Festival pass, and had access to agencies including Havas, Wieden+Kennedy, Amazon, and Whalar, in addition to a special invitation from The Martin Agency to attend their Solo Stove and Snoop Dogg presentation.

“I could not get enough of being a sponge and soaking in all that the festival had to offer. I got back to the U.S. with a fire under my belly and tons of ideas for my career as a musician, writer, and digital content creator.”

“My days were packed with inspiration: morning talks from industry leaders at the Palais, afternoons soaking up ideas at the Wieden+Kennedy beach house, and evenings spent networking at Inkwell Beach.

It was an unforgettable experience that truly opened my eyes to this industry and its possibilities.”

- Brittni Evans (ST, 2025)⁣⁣

82

- Imaan Shaikh (CW, 2026)⁣⁣

HUSTLE. HEART. CREATIVITY.

“Working in groups with other students in my cohort showed me just how powerful diverse voices and perspectives are in the creative industry. I’ve learned so much from collaborating with peers from different backgrounds—especially across generations. It honestly makes me wish I had the chance to work with everyone in my graduating class.”

83

- Bianca Cherry (AD, 2025)

“The community at Brandcenter has been one of the most valuable parts of my experience. Beyond being a constant source of inspiration, it’s also been an incredible support system during some of the most exciting, but sometimes uncomfortable, moments of personal growth.

I feel confident knowing I’ll have this community by my side throughout my career.”

- Ellie WIlson (CBM, 2025)

FUN. FRIENDSHIP. COMMUNITY.

“Sure, Brandcenter was intense, but pretty early on we figured out that the only way to make it through was to lean on each other. We laughed, embarrassed ourselves, and even cried but those moments make you realize the support surrounding you.

Without the chaos and camaraderie, Brandcenter wouldn’t be what it is today.”

- Maddie Edwards (AD, 2025)

84

“The people at the Brandcenter truly become fam, I actually talk to the people here more than I do my own family. It’s hard to find people who understand the rigor of the program we’re going through, and I definitely think it creates a bond that makes us very close—not only in our concentrations, but school-wide.”

- Avni Srivastav (ST, 2026)

Your average week at Brandcenter is a mix of structure and spontaneity.

Students learn to master their time as much as their craft.

TIME THAT’S SPOKEN FOR 9-12 hours of classes and 1.5 hours of Friday Forum Classes: Students take 3-4 courses each semester. Every week, each course meets in-person for a 3-hour class. Most classes run from 9 a.m. to 12 p.m. or 1:30 to 4:30 p.m., in addition to some evening classes. Here’s what a sample week might look like for a 4-course semester: 3 HOURS

9 a.m. to 12 p.m.

M

3 HOURS

1:30 to 4:30 p.m.

TU

3 HOURS

9 a.m. to 12 p.m.

3 HOURS

5:30 p.m. to 8:30 p.m.

W

TH

85

TIME YOU FIND 8-20+ combined hours of work on assigned projects 1 GROUP PROJECT

1-3 GROUP MEETINGS

solo work

Typically, you will be working on one group project for each of your courses with about 2-5 weeks between the start of an assignment and presentation day.

Most groups meet once or twice a week, maybe more if presentation day is looming. But around here, group meetings can look a lot like goofing off with your friends and bouncing weird ideas off of each other.

Advertising and branding is a team sport, but you have to bring your top game. Put in the solo time in advance of your team meetings to make good work (and good friends).

You’ll also have solo projects in some courses.

per class

each week (4-8+ hours)

8-20+ hours

ABOUT THE “+”: Some weeks you may be putting in way more hours…

because you’re in love with an idea, learning a new skill, or have no idea what you’re doing (don’t worry—every student has been there).

TIME YOU CHOOSE PART-TIME JOB / VOLUNTEER WORK / SIDE HUSTLES:

Students have all sorts of part-time jobs like freelance work, restaurant gigs, and positions on campus. We encourage folks to keep outside work to a maximum of 20 hours a week, since those who treat Brandcenter like a full-time job get the most from the program.

“WORKING” IN THE BASEMENT: Creative work is a

Friday Forum: Most Fridays you’ll have Friday Forum, where the whole school gathers to hear from an industry leader.

1.5 HOURS

different beast than a traditional 9 to 5. Inspiration hits at strange times, and collaboration is key. While some of the work looks like goofing off with your friends in the basement, plenty of the work requires focus, dedication, and late nights. We work hard and play hard.

11:30 a.m. to 1:00 p.m.

0-20 HOURS

F

SA

SU

part-time job, volunteer work, side hustle 0-? HOURS

“working” in the basement 0-8 HOURS

social gatherings

tight-knit crew, and we do our best work when we’re making space for play, not doing everything by the numbers.

0ffice hours

0-1+ hours

You will have access to some brilliant industry minds—and you are fully encouraged to use them. You can book time (usually a 15-30 minute block) with faculty during their office hours to talk through a creative block or get feedback on your work.

In addition to group meetings that often look like hanging with your friends, concentrations host mixers, Brandcentral throws an annual prom, in addition to so many fun things to do around Richmond, whether you’re a river rat, museum aficionado, or into the local arts and music.

86

STUDENT COMMUNITY: You will find that Brandcenter is a

87

88

One thing has been consistent over the years—the generosity and strong ties of our Brandcenter alumni community. Over 2,000 members and going strong, you’ll find our alumni network lifting each other up, connecting people with new opportunities, and keeping the group chats alive years after graduation. Because creative success is way more fun when it’s shared.

30 YEARS OF As we approach 30 years of the Brandcenter, the power of our alumni network stands as one of the program’s most valuable legacies.

It’s not just about what you learn in the classroom, but about the enduring sense of community that follows you long after graduation.

Whether you’re seeking mentorship, advice, or just a connection to someone who "gets it," the network is a constant resource.

89

The relationships formed here—rooted in shared experiences and a unique way of thinking—extend beyond mere professional ties.

They create a support system that feels like home, where you can always land, tap into innovation, or find guidance.

This alumni community isn’t just a network; it’s a family, evolving and adapting to the changing world of business and creativity while maintaining the warmth and camaraderie that has defined Brandcenter from the start.

2,230 Alumni

28

graduating classes

“I attended Brandcenter right out of college, and I immediately felt my world shift for the better. It was the first time I was surrounded by entrepreneurial and creative thinkers on a daily basis. Since then, I’ve sought out a creative community at every step of life. It’s led me to a career I love, helped me meet my wife, allowed me to contribute to and invest in companies that are now household names, lecture at top universities and events, and most importantly, it lit a fire inside me to always push for bigger and better ideas.”

- Fitz Maro (XD, 2013) Head of North America, Design Technology Amazon’s Brand Innovation Lab

COMMUNITY “Community means knowing we’re not navigating a constantly shifting industry alone. There’s real strength in being part of a network— especially of fellow creative professionals—who’ve adapted, evolved, or boldly changed course over the years. Connecting with others who’ve chosen the path of entrepreneurship, like us, is especially meaningful. It’s empowering to be surrounded by people who believe in the power of creativity and its ability to contribute something positive and purposeful to the world.”

- Rachel Everett (AD, 2001), Co-Founder & Creative Director | EverGib

90

“I’d say my community would be all of the friends, colleagues, and connections that I’ve made as a result of working in advertising. I was lucky to leave the Brandcenter with a bigger network than most industry newbies have when they’re starting out. My community has benefited me my whole career and now, as a recruiter, it’s even more valuable to me.”

- Diane Magid (AD, 2000) Creative Talent Manager | FBI Talent Co.

24

countries

5

continents

564 cities

“Brandcenter’s community is a long-lasting relationship of comradery that will follow you your entire career as you get and receive headnods from alumni at meetings and happy hours. When you find out someone went to Brandcenter, you immediately have a connection that you carry with you for life.”

- Jeff MacDonald (XD, 2012), Director, AI Lab | Mekanism

LEGACY AND SOMMARDAHL FAN CLUB

91

Associate Director Ashley Sommardahl’s impact on Brandcenter (and the ad industry) spans generations. As an alum, faculty member, mentor, and leader over her twenty years here, she’s been the steady heartbeat of the Brandcenter community. She’s the number one champion for students and alumni, launching countless careers, connecting creatives with agencies and mentors, and offering invaluable advice with her signature grace and charm.

In honor of Ashley’s legacy and two decades of service, we’re proud to announce the establishment of the Ashley Sommardahl Endowed Scholarship. Awarded annually to a Brandcenter student with a strong academic track record, this fund was made possible by alumni, friends, and partners who know firsthand the power of her support. Founding sponsors include Arts & Letters Creative Co., Greg Donnelly (ST, 2016), Jake Dubs (CW, 2009), Gautam Ramdurai (ST, 2011), Kevin Nguyen (ST, 2022), Ukrop’s Homestyle Foods, and Tommy Cottam (CBM, 2010). As Andy Grayson (ST, 2003), Director of Strategy at Arts & Letters, puts it: “Ashley Sommardahl is a name that thousands of people, thousands, when they hear it, are filled with gratitude and love. She’s a unicorn.”

“Every year, I tell my students the same thing: The most important person at this school is Ashley. She knows literally everyone in this business and leverages her power and influence for the good of all Brandcenter students. The number of careers she has positively impacted goes beyond my ability to count.”

- Holly Hessler (CW, 2009) Copywriting Professor, Chair | Brandcenter

LEADERSHIP 1:1

for every student there is an alumni ready to mentor At Brandcenter, mentorship is more than a moment, it’s a mindset. It’s a bridge between who our students are today and the professionals they’re becoming. For many, it starts as a supportive conversation, a feedback session, or industry advice, and evolves into lasting relationships.

“Brandcenter was so impactful in my life. I was really fortunate to have a ton of mentorship while I was there, and even in the first few years post grad as well.

I emailed Ashley, Berwyn, and Andrew quite often, as Berwyn likes to joke about. I am really grateful and appreciative for the experience, so I wanted to give back to new students going through the program.

Mentoring has actually helped me discover how much I enjoy teaching. If my experience is helpful to someone going through Brandcenter and entering the industry, or helps a student avoid a negative situation that I went through, that’s a win.”

-Kory Rozich (XD, 2015) Senior Product Designer | National Hockey League

The strength of our alumni network isn’t just in where they work, it’s in how they show up for each other.

92

“My mentor, Shrinidhi Vijay (AD, 2022), was incredibly supportive throughout key moments in my journey—especially before the recruiter session and while I was finalizing my book. She helped me consider important aspects I hadn’t thought about and also guided me in filtering out what wasn’t serving the work. It was refreshing to receive feedback from someone outside of Brandcenter, offering a broader perspective that helped me sharpen my decisions. Her support and insights made a big difference.”

- Mahek Asher (AD, 2025)

“Having a mentor as a student was super helpful.

Having direct access to a person who went through the same Brandcenter experience and was working in the places that are ultimately your goal—was really comforting. It felt like a light at the end of the tunnel. There are others who did this, and the investment paid off.

“My mentor was an integral part of my book coming together. I really valued his straightforward feedback that helped me understand how the work would be perceived outside of the Brandcenter bubble and how to make it sing when I wasn’t there to present it myself.”

It’s been 10 years since I graduated, and I have so much gratitude for Ashley and others who were warm and welcoming through every step of the process at Brandcenter. So when Ashley emails to see if you will mentor as an alum, it’s an obvious yes.”

- Rhiannon Newman (AD, 2025)

- Newman Granger (ST, 2015) Strategy Director | Wieden+Kennedy NYC

SUPER TOUCHDOWN

When the ads are just as anticipated as the game, you know it’s Super Bowl season. And at Brandcenter, we never hedge our bets, we’re always 100% in on our alums. The past two years, they didn’t just show up, they showed out. Their work had people talking, showing up in rankings for USA Today’s Ad Meter, The New York Times, People, CBS, Billboard, and The Washington Post. Even Jimmy Fallon cracked a joke about a few of these. Our alumni make work worth talking about.

“Thank you, this year’s Super Bowl commercials, for making me want to buy whatever product will stop my nightmares.”

- Jimmy Fallon, The Tonight Show Host

93

Proud to have alumni on the teams behind all three of these wonderfully wacky and divisive spots—some may say nightmare fuel (thanks, Jimmy Fallon), but we see a breakthrough in pop culture that has people talking.

Tubi | Mountain Dew | Totino’s Pizza Rolls

Little Caesars

Bosch

Ritz

Booking.com

Michelob Ultra

On

Google

Uber Eats

Nike

BOWL Chris Trumbull (CW, 2010) Apple | Apple Marcom

2024 - Superbowl LVIII

Michelle Darnell (CBM, 2016) Audi | Ogilvy

Tim Shumar (CW, 2017) Best Buy | Best Buy (in-house) Joe Nio (ST, 2000) BET MGM | Highdive

Tim Gordon (CW, 2008) Booking.com | Zulu Alpha Kilo Adam Dubrueler (AD, 2021) Bud Light | Anomaly Joey Ianno (AD, 2010) Casey Phillips (AD, 2018) Russ Rizzo (CW, 2018) Chris Stephens (CW, 2010) Carl’s Jr. | Callen Chris Colliton (XD, 2012) Kevin Weir (AD, 2012) Coors Light | Droga5

Anne Marie Wonder (AD, 2016) Emily Hovis (CW, 2016) E*TRADE | 72andSunny Sarah Garman (CBM, 2013) Etsy | Orchard

Tiff McKee (AD, 2006) Pizza Hut | GSD&M

Jay Kamath (AD, 2007) Pluto TV | Haymaker

Lily Fu Ramos (AD, 2016) Manscaped | Pereira O’Dell

Will Dean (AD, 2004) Joshua Browne (CW, 2019) Lyle Yetman (CW, 2004) Walt Barron (ST, 2002) Karah Smith (ST, 2022) Popeyes | McKinney

Heather Ryder (CW, 2010) NFL Sunday Ticket on YouTube TV YouTube Creative Studio

Jason Goldberg (AD, 2017) Reese’s Peanut Butter Cups Erich & Kallman

Hannah Hugeback (ST, 2022) Opendoor | Mischief

John March (CBM, 2022) Sentara | Lewis Media Partners

Johnny Roelofs (ST, 2013) Oreo | The Martin Agency

Jodi Shelley (ST, 2000) T-Mobile | T-Mobile (in-house)

Josh Rosen (AD, 2002) Google Pixel | Google Creative Lab

Brianne Johnson (ST, 2020) Oreo (social campaign) | Dentsu

94

*to view 2024 Superbowl spots, visit bit.ly/BC-Super-Bowl-2024

Tim Gordon (CW, 2008) Booking.com | Zulu Alpha Kilo

2025 - Superbowl LIX

Chris Colliton (XD, 2012) Bosch | Droga5 Tristan Smith (CW, 2009) Google | Google Creative Lab Gabi Levi (CBM, 2019) Kia | David & Goliath Will Dean (AD, 2004) Lyle Yetman (CW, 2004) Kerry O’Connor (ST, 2015) Little Caesars | McKinney Jessica Sugerman (AD, 2017) Michelob Ultra Wieden+Kennedy NYC Camille Walker (AD, 2020) Mike’s Amazing | Havas

Gabe Sherman (CW, 2014) Mountain Dew Goodby, Silverstein & Partners

Will Decher (CW, 2010) Jacob Abernathy (XD, 2010) Rocket Mortgage | MIRIMAR

Ted Malenfant (CW, 2016) Nike | Wieden+Kennedy Portland

Alyssa Ollis (AD, 2010) Charlie Hudson (ST, 2021) Totinos Pizza Rolls | Dentsu

Chrissy Boals (AD, 2021) Kate Power (CW, 2021) Hannah Jackson (CBM, 2023) *Nerdwallet | Deutsch LA Mollie Partesotti (ST, 2009) Oikos | FCB Chicago Boris Opacic (AD, 2016) Raquel Fereshetian (AD, 2024) ON | Flower Shop Jerry Hoak (AD, 2005) Ed Keithly (ST, 2024) Marisa Perazzelli (ST, 2014) Morgan Aceino (CBM, 2011) Tiffany Boggs (CBM, 2022) Ritz | The Martin Agency

*to view 2025 Superbowl spots, visit bit.ly/BC-Super-Bowl-2025

Ross Fletcher (AD, 2012) Howard Finkelstein (CW, 2005) Hannah Hugeback (ST, 2022) Tubi | Mischief @ No Fixed Address Shelby Lemons (AD, 2016) Uber Eats | U.S. Special Phil Hadad (ST, 2012) Yahoo | American Haiku

INNOVATION ALUMS DOING AMAZING THINGS

Creativity doesn’t just fuel campaigns—it drives progress. Our alumni are shaping the future in innovative roles and from inside some of the world’s most influential companies and brands. They’re redefining what it means to solve problems, tell stories, and create real impact. Innovation and community aren’t buzzwords to them; they’re guiding principles.

“Being in live sports means deadlines don’t really move, so a lot of our innovations are planning for the unknown and being able to bob and weave during play—ensuring that “the show must go on” week to week. Inevitably, unexpected things occur and stuff goes wrong— that’s what makes live sports so exciting—but ensuring the fan experience is consistent and reactive is a pretty rad business to be in.

Being around smart and driven people just rules. There’s an energy and mindset it breeds that makes you think almost any problem can be solved. Brandcenter provided that in spades and helped model what I have looked for throughout my career.”

95

- Mason Brown (XD, 2017), Media Program Manager | PGA TOUR

“When I made the switch from a traditional agency, I was wanting to find a way to stretch creatively and so many different places were doing ‘ads’—PR companies, design firms, etc. What attracted me to the in-house position at Dyson was getting the opportunity to see how the sausage was made. I was really curious if having direct access to the business would trim some fat from the creative process and lead to stronger work. (Sorry for multiple meat metaphors).”

- Becca Thompson (CW, 2007), Head Writer | Dyson Americas

“Innovation, it’s something that’s new, valuable, and realized.

Miss any one of them and it’s not innovation—instead it’s just potential (new & valuable), a gimmick (new & realized), or a mere improvement (valuable & realized). I think our industry often misses on one of these three but still slaps the ‘innovation’ label on it.”

- Fitz Maro (XD, 2013), Head of North America, Design Technology | Amazon’s Brand Innovation Lab

“Innovation is often associated with what’s new or flashy—but to me, it’s about solving real problems in meaningful ways.

It starts with deeply understanding people—their needs, their barriers, their behaviors—and then using those insights to design better solutions. At Nike, that means obsessing about the athlete* (*if you have a body, you’re an athlete) and constantly asking: how can we serve them better, remove friction, and add value in their journey?”

- Megan Reilly (XD, 2019), Lead Design Researcher, Advanced Innovation | NIKE

“I moved in-house because I wanted to be closer to the problems that needed solving. If you want to truly make a difference, put yourself in the belly of the beast. One of the best benefits has been having a seat and voice at the table, in the debates and decisions that dictate the future of the brand. Your feet stay nice and toasty next to that fire.”

- Lane Karczewski (CW, 2011), Principal Creative Director | Chewy

96

“We’re constantly shaped by our relationships, our environments, and our experiences with others. Living fully, embracing difference, and encountering new perspectives forces us to grow and to think differently than we did the day before. That process builds empathy, which is at the heart of innovation. After all, the most enduring solutions aren’t just clever, they serve people.

And the richer and more diverse that well of community, the more human-centered your solutions can become.”

- William Roberts-Foster (ST, 2012) VP, Product Strategy & Commercialization, Ad Innovation | Peacock

“Innovation is ‘the introduction of the relevant new’ (shout out to Saneel Radia, circa 2018). I love how concise that definition is, but it leaves room for all the shapes and forms innovation can take.”

- Luke Colombo (CBM, 2019), Strategy Director | Blueprint Studio, Live Nation’s in-house venue design and development group

AND THE CREATIVITY CONTINUES

“One of the greatest benefits of working in-house is true ownership.

You’re not just dropping in to crack a brief, you’re shaping the narrative day after day, with a seat at the table for the long-term vision. That comes with more responsibility, but also more creative opportunity. You see how the work performs, how the audience responds, and where the story needs to evolve next.

That’s what made the shift worth it: I’m still chasing great creative, but now I get to help define what success actually looks like.”

photo credit: Angel Sarmiento

97

- Matt Klugman (CW, 2017), Senior Manager, Creative Concepts | AG1

“Innovation, to me, is adaptation. It is the ability to look beyond the current model and imagine what else could exist. As creatives, we’re wired to be master observers of the world around us, and we have an incredibly unique opportunity to help brands surface fundamental truths and act on them through ideas, design, storytelling, and experiences that move culture forward.

Innovation doesn’t have to be loud, or disruptive for disruption’s sake. It just needs to be additive. It needs purpose. And it needs to push something forward.

At its best, innovation doesn’t happen in isolation. It happens through community: through conversation, perspective, and a shared belief in reconsidering the expected.”

- Thompson Harrell (AD, 2006), Co-founder, CCO | Frank August Whiskey and Co-founder, CD | Hunter S. & Thompson

KEEP LEARNING & EXPLORING

APPLY

Schedule a chat with our admissions team, sign up for a visit, and register for events at brandcenter.vcu.edu/visit

brandcenter@vcu.edu 804-828-8384 | 800-311-3341

VISIT

Instagram @vcu_brandcenter LinkedIn linkedin.com/school/vcu-brandcenter YouTube @vcubrandcenter

CONTACT US

FIND US IRL

Mike Hughes Hall 103 South Jefferson Street, Richmond, VA 23284

Editorial Staff managing editor Sarah Moore | Communications & Marketing Manager creative director KT Schaeffer (AD, 2001) | Creative Professor & Creative Director designer Diana Ojibway (AD, 2002) | Designer in Residence

Student Editorial Photography Elio Conroy (AD, 2025) Chen Li (AD, 2026)

98

FOLLOW US

brandcenter.vcu.edu/apply

V.26