In design, finding creative excellence outside her comfort zone
By Joe Arney
Kate Chambers didnāt enroll in a graduate-level design program to make other peopleās ideas look pretty. In fact, she was tired of her role coming so late in the process, when her work could add only style, not solutions.
M.A. in Strategic Communication Design
This 12-month, in-person program is ideal for career changers looking to move into the design industry, as well as those in the field seeking advancement opportunities. Taught by industry-active faculty with storied careers in product, UX, graphic and brand design.
āI felt I was seen as an order takerāāHereās my idea, now go make it pretty,āā said Chambers (Anth, Socā18), a masterās student in the strategic communication design program at the University of Colorado Boulderās College of Media, Communication and Information. āAnd no matter how much learning I did on my own, I kept running into that roadblock.ā
So, perhaps no one was more surprised than she was a few months into the program, when she found herself venting to her dad about how she didnāt feel sheād done any great designs yet.
āHe said to me, āWell, maybe itās not so much about teaching you to make things pretty as it is about changing your thinking about design,āā Chambers said. āThat was the lightbulb going off for me. The technical skills are the things I learned on YouTube tutorials and in my associateās program. In a masterās program, you want to learn the high-level thinkingānot just be told which buttons to press.ā
Chambers may have been slow to see it, but her hard work in the program is paying dividends. This spring, she took top honors in the local student competitions of the American Advertising Awards, earning Best of Show and a gold award for a campaign promoting a live auction at Denverās Threyda Gallery, along with a silver award for a poster that was part of the same campaign. The awards are presented by the American Advertising Federation of Colorado; her work now advances to the regional competition.
She said the strength of her entry was a direct result of her classes, which forced her to experiment with new ideas instead of falling back on what had served her in her career, which includes both freelance and nonprofit design work. In fact, as one of the more experienced students in her class, Chambers admitted she brought āa bit of an egoā to the program, which she will complete in August.
An assignment in a design fundamentals courseāwhich became part of her winning entryācame out just like she hoped, with the simple aesthetic that she enjoys, but it didnāt get the reception she hoped for from her professor.
āShe said to me, āI can tell this was easy for you. You didnāt need to take my class to do this kind of work,āā Chambers said. āAnd, she was right. I didnāt come here to be the best, I came here to grow and learnāthis is my time to try things I couldnāt do before.ā
But it was hard to put into practice. Chambers found herself frustrated when, in trying new approaches to projects, āI just wound up with a lot of stuff that was horrible.ā Working with her professor, Parisa Tashakori, she identified one concept with potential that she presented in class, āand people were like, āWow, thatās cool.ā They kept pushing to try other things that made it even better. I never would have made this if Parisa didnāt push me to do it.ā
The masterās program is run as a cohort, with students moving through courses as a group. That familiarity encourages a network of ambitious professionals while helping classmates trust one another and seek feedback and insights from their peers.
Chambers, Tashakori said, was an important voice in that room.
āKate brought a lot of design knowledge to our program, and each time she showed her work in class, everyone would talk about how great it was,ā said Tashakori, a teaching assistant professor and director of the strategic communication design program. āAnd it was goodābut our job is to challenge you to be as creative as possible.
āKate gave me that permission to push her, to have her challenge herself, and I see a very bright future for her, because she puts all of her love, passion and effort into every project she works on.ā
Chambers called Tashakori a major influence, but also said sheās also benefited from other faculty and the extensive industry experience they bring to class.
āA lot of our projects are vague on purpose,ā Chambers said. āThe prompts are very broad, so you can interpret them how you want and bring what you want to the table. My professors have always left a lot of room for me to be creative.ā
Alongside creativity is an emphasis on critical thinking, which trains students to approach problems like an entrepreneur who is comfortable rapidly prototyping and iterating to develop the best solutions.
āThey teach you a design-thinking mindset, so you look at the problem from different angles and understand the problem space before getting to a solution,ā she said. āInstead of being told to design a flyer, weāre told to design a solution to a particular problem. At the end of day, maybe a flyer is the solution, or maybe itās to build an app. Itās up to you.ā
Itās great training for someone who eventually aspires to open her own design shopāa future she feels more confident in thanks to her education and her impressive haul at the AAF awards.
āA lot of really good work gets entered in the awards, which brought to light that I had grown a lot,ā she said. āIām really hard on myself and my work, so it was a really nice moment to celebrate, to look back and appreciate that I couldnāt have made this a year ago.āĢż