Next October I have the pleasure of presenting at one of my favorite conferences for one of my favorite organizations in one of my favorite cities. On October 4 I will deliver one of the general sessions for the University and College Designer's Association Design Conference in Seattle, Washington. The theme of the conference is Navigate. That sounds appropriate given our economic times and the vast waters in the area.

Keeping with the theme and staying on-brand, my general session is titled, Navigating the Academic Waters: Redesigning Your Role as Internal Brand Champion. In the past most colleges and universities have relied on designers and other communications and marketing professionals to create annual campaigns targeting external audiences, particularly prospective students and donors. In the new economy, colleges and universities will be expected to do more with less. That will require drawing on internal resources to develop sustainable brands.

For designers, this will mean adapting to a changing role. During this session I will provide insight into how designers and their colleagues can add value to their positions and departments by connecting with the campus' academic community and become an internal brand champion. To learn more, you can visit the UCDA website. I hope to see you in Seattle!