Interbrand alumni: Front Row: Jen Rossignol, Les Maass, Jon Moser, Lauren Kemnitz, Ted Monnin; Back Row: Kayla Risch, Jack Hinkel, Susan Burke, Derek Robinson

Back in 1974, when Interbrand was founded, the world still thought of brands as just another word for logo and Les Maass (CCAD, 1974) was fresh out of college.

Since then, the Illustration major and a steady stream of other alumni talent have joined the ranks of Interbrand—a business at the forefront of the movement to capitalize on brands as business assets.

With one of the world’s leading brand consultancy companies consistently hiring our graduates we thought it would be worthwhile to take a look at the creative assets and traditional skills that CCAD contributes to the business of brand management.

Understandably, Interbrand’s human resources department must remain impartial and recruit from various schools, but we think (and admittedly we may be biased) that the company has made some wonderful hires and has some very talented tenured employees within its leadership who are graduates of CCAD.

Perhaps unsurprisingly, all of the CCAD alumni currently working at the Cincinnati office of Interbrand were Advertising & Graphic Design majors. We queried two of the nine alumni: Art Director Lauren Kemnitz (CCAD 2005) and Creative Director Ted Monnin (CCAD 1991). They don’t claim to speak directly for their classmates, but their perspectives illuminate the work environment of designers Susan Burke (CCAD 2010), Jon Moser (CCAD 2007), Kayla Risch (CCAD 2010), Jen Rossignol (CCAD 2009), Associate Creative Director Derek Robinson (CCAD 2001), Executive Director of Implementation Jack Hinkel (CCAD 1983), and last but certainly not least, the aforementioned Les Maass, who is a senior implementation designer.

Q) What’s it like to work for a company that hires so many CCAD alumni?
Lauren Kemnitz (LK) It makes me proud that Interbrand hires so many students from CCAD. It verifies that our education prepared us well for the working world. We all share a strong bond from our years at CCAD and love sharing stories about our experiences there. We respect each other’s skills and count on our ability to deliver strong strategic design solutions. The energy and passion for design we all carry is intoxicating.

Q) Why do you think Interbrand keeps coming to CCAD for employees?
Ted Monnin (TM) Interbrand is very interested in bringing in strong talent and developing them into world-class branding creatives. Our design process is built around concept development via collaboration and sketching ideas before going to the computer.  Having traditional hand skills to clearly communicate concepts and experience in a critique-based environment is key to successful design development here at Interbrand. CCAD grads have the skill set that works very well with our creative process. That, along with personal creative passion, are the elements we are looking for in our employees.

Q) For any CCAD grads heading to Interbrand or dreaming of one day working at Interbrand, what’s your advice?
TM) Package Design class is not optional, it is imperative. For a CCAD student it is where you will learn how a brand functions in the real word. Also, focus on your hand skills and how clearly you can represent your ideas through typography, color, pattern, and verbal expression. The idea is king, so make sure you can communicate your ideas clearly and can highlight all the facets of your concepts. If you are passionate about design and having your creative work and your career reach a global audience, then you need to look at Interbrand.

Q) What’s the best part about your job?
LK) I work with such talented people! I am inspired daily by the people sitting right next to me. The design world is ever-changing and learning from your colleagues is key.

TM) I really enjoy the collaboration involved in our creative process—the way we all work toward a common goal and how different ideas can come together to create exciting, breakthrough work. I also enjoy working closely with our younger employees and helping them develop into strong, world-class creative talent.

Q) What do you miss most about CCAD?
LK) Being around amazing artists all the time. The exposure you have to all the other art disciplines when you are at CCAD is incredible. I would definitely recommend to everyone that they network during their time at CCAD. Knowing the best photographers, illustrators, and artists can be a great advantage in the future.

A portfolio review at Directions

There was ample evidence at Directions, CCAD’s annual career fair, to indicate that more than 160 soon-to-be graduates are eager and prepared to enter the workforce.

Armed with faculty-juried portfolios, polished résumés, branded business cards, ready smiles, positive attitudes and a few cases of nervousness, the seniors and some December graduates networked with nearly 200 employer representatives in the Canzani Center.

Small, large and international companies, including McGraw Hill, American Greetings, Abercrombie & Fitch, Interbrand, Columbus Idea Foundry, LimitedBrands, and LPK, attended the April 20 career fair, which opened with a preview hour for employers to privately review student portfolios.

Cynthia Gravino, director of Career Services, said several factors indicate that the job market looks good for creative individuals. Her office currently is receiving more full-time job descriptions than it has in the recent past and salary ranges, in some cases, are $10,000 to $15,000 higher.

Kristen Macauley was the sole Fine Arts senior participating in Directions. Her burgeoning love for design compelled her to register for the annual career fair.

“It’s exciting to see interest in my work. I expected to be ignored but it has been very rewarding to describe my work and jewelry designs.” Macauley is heading to New York City after graduation for a three-month paid position with The Jones Group. During the career fair the Idea Foundry approached her about conducting jewelry workshops in Columbus.

Justin Highlander, a senior in Interior Design who is an intern at Asset Strategies Group, LLC, confessed to being a bit nervous but said his goals for Directions include getting his name circulating among potential employers and creating an impression that helps retail design and commercial design firms to remember him.

“Directions is helping me understand what companies expect from an entry-level designer,” said Highlander, who is willing to relocate and is looking at opportunities in Seattle, Washington, D.C. and Atlanta. He said preparing for Directions taught him how to memorably brand himself, how to explain his work and to convey his personality. “I feel prepared for any interview in the future,” Highlander said.

Several CCAD alumni were among the employer representatives networking at Directions. Tom Studer (CCAD 1993-97), digital strategy director at LPK in Cincinnati, said he loves the diversity of projects at the event. “This is an opportunity to create interest in LPK. A job opportunity might be a year from now but it’s still important to make a memorable connection today,” he said.

Studer’s co-worker, Steve Bowling, a talent acquisition specialist at the global design agency, said he participates in Directions because he respects the talent. Bowling and Studer, who studied Fine Arts at CCAD, are especially interested in students who can cohesively story-tell across multimedia.

Interbrand’s representatives teamed up to review all the available portfolios. Jamey Wagner, creative director, and junior designers Katie Carter, Susan Burke (CCAD 2010) and Jen Rossignol (CCAD 2009), summed up their impressions by describing the students as eager, the vibe as good, and the work as strong. Both Burke and Rossignol studied Advertising & Graphic Design at CCAD.

Jennifer Chema, who describes herself as a research designer, talked to seven companies at Directions. Participating was a “no brainer,” she said. “I want to learn about people’s mindsets and to network. You learn more from interacting with people than from a website.”

One project featured in Chema’s portfolio, completed as a senior capstone project in CCAD’s Honors Program, included a redesigned federal income tax form. Jim Lutz (CCAD 1978), an instructor in Visual Communications who majored in Advertising  & Graphic Design, served as her project mentor as she researched the history of the form, its current design, gathered feedback and tested new designs.

The Advertising & Graphic Design senior said her future design work will involve “turning something negative into something positive.” Her portfolio reveals just such plans for nuclear power plants.