Graphic Design is something that is relatively very new to me. I officially started doing graphic design when I worked as a graphic design intern at the Center for Life Beyond Reed last summer, but I was untrained and it was very touch-and-go. I quickly discovered that I had a knack for it, and that design came naturally for me, and I worked myself really hard to be as proficient as possible. I watched YouTube videos, looked at other designers’ work, and did my own research to refine my skills. I realized I had a lot of potential, which excited me because I feel graphic design could open up a career path I had never really considered. Being a studio art major, I always had this fear in the back of my mind that I would graduate with a BA in fine arts and then would never be able to make a sustainable living just doing art. Graphic design, however, is a marketable career path that I feel extremely passionate about.
Skip forward to my Winter Shadow. I got to shadow Shawn Ingersoll and his fellow design team at Ecova Inc. Ecova is a not a household name, but it absolutely should be. The Ecova team is hired by other companies and utilities, to eliminate all forms of inefficiency in the practices of those other companies. Ecova swoops in, looks at all the company’s bills, their history, literally everything, and says, “okay, you’re bleeding money here, here, here and here, so if you want to optimize your profits, you have to make these changes.” It’s a great company, especially because it’s really environmentally friendly and focused on sustainability.
I started my Shadow on Monday, January 11th in downtown PDX. It was only a convenient half hour bus ride away. I started my day by meeting the graphic design team composed of Shawn Ingersoll (my sponsor), Kelly Saunders, and the Marketing Team (two of the teams’ members were absent that first day), to talk about current and future projects and initiatives. The teams also spent a great deal of time discussing the weekend and catching up with each other. It was great, because I got some insight into how both teams work together, and also got to see what a friendly and motivated community they are a part of. Once the meeting was over, I had a one on one meeting with Shawn, who gave me his personal history and experience with graphic design, which was really valuable.
The setup for our tasting experiment
I had not, in my life, expected to be able to point at a bottle of salad dressing at Safeway and say, “Oh cool, I made that.”
(‘Helped make that’ is definitely more proper, but sometimes you’ve just got to flex in the grocery store.)
Applying to CCD Innovation to understand the world of food innovation seemed, in my head, to suppose a certain scientific environment: one comprised of vast numbers of tiny bottles filled with hyper-concentrated-who-knows-what in ultra-sterile laboratories, logbooks filled to the brim with the anguish of hundreds of statisticians in the pursuit of ultimate flavor, and a grim, if regulated, corporate environment with masters of the tastebud denoting the desires of the mass public to lesser, flavoring-affiliated chemists.
Anna Ma, a senior economics major, participated in the Reed Winter Externship Program. She spent a week at Anyperk, a start-up that connects small and medium-sized businesses with benefits typically restricted only to larger companies. Read on for her story:
My externship with Michael Stapleton at AnyPerk lasted only a week, but the experience I got out of that week left an impression that will last much longer than that.
I never envisioned a start-up to be what AnyPerk was like. My prior beliefs about start-ups encompassed what I have only seen in movies, like “The Social Network”, fast-paced environments full of young people (mostly men) who are all code-literate. My week at AnyPerk upheld and destroyed some of my beliefs, which I was happy about because the world of start-ups has always been incredibly intimidating to me. That’s why I took this opportunity to not only explore marketing, which is a field I have had some interest in exploring, but also to discover what it really means to work for a start-up.
Through the Reed Winter Externship Program, Revant Bagaria spent a week with Cooke&Co, learning about the inner workings of the advertising and marketing industry.
This winter I worked with Cooke&Co, which is an advertising and marketing company based in New York City. This was the first time that I worked in a professional workplace environment and so this two week long externship was a very enriching experience for me.
The tasks that I was assigned were pretty basic, but they helped me gain an insight into the world of marketing and they also helped me hone my technical job skills.
Max Joslyn, junior linguistics major, participated in a Reed winter externship with Groupon, an online commerce marketplace operator.
I spent five days externing at Groupon. My daily routine looked like this:
"Marketing is something you do when people don't want to buy your product."
Part of a spirited lunch-hour debate, this quote from my sponsor (Richard Kotulski-Wakefield of AppFog) carries a lot of meaning. Hyperbolic, maybe, but the sentiment pervades many tech startups. If your idea is good enough, just give the beta of your product to the relevant bloggers and tech journalists, and it'll take off by itself. So the thinking goes. This somewhat romantic notion--software market as meritocracy, if you will--attracts the ambitious and the free-thinking in equal measure.
The successful are both.
The camera pans across the office and lands on a young ingénue. She weaves between the various secretarial desks arranged in the large central space of the office, clutching a small box of personal possessions with which she will adorn her own desk. The men of Sterling Cooper gather around the perimeter to gawk at Peggy Olson, who is unaware that this will be her first day as Don Draper’s personal assistant--
Okay, so my externship experience was by no means analogous to Peggy Olson’s introductory scene in the premiere episode of AMC’s Mad Men. But it is approximately representative of my familiarity with advertising when I applied for a winter externship with Cooke & Co., a marketing start up located in Brooklyn, New York and founded by the supremely cool Steve Wax ’65. My existence is surprisingly divorced from the deluge of advertising media some people may experience. There are no commercial breaks on Netflix, I was an early adopter of AdBlock, and I couldn’t tell you the last time I picked up a physical piece of print media. Figuratively, I was Peggy Olson on her first day at Sterling Cooper, and literally, all that I knew of advertising was Peggy Olson’s character arch from secretary to senior copywriter.
I can tell you now that Cooke & Co. is nothing like Sterling Cooper, and modern marketing has come a long way since Don Draper. The scope of marketing has expanded from print, radio, and brief television commercials to websites, social media, and beyond. In many ways, advertising platforms are more accessible to brands than ever before, and perhaps as a result, the “market” is a bit saturated. Thus, the need for brands to differentiate both themselves and the ways in which they engage with their audiences has become extremely pronounced.