yucciestacheOk, so the “yuccie” termonology has been trending all over the internet since the article written by David Infente on Mashable two days ago. For years I’ve been hiring these guys as a creative director and teaching them at an Art college in Nashville. I think I can share a different perspective. Here’s what I see:

From the seat of the Graphic Design Coordinator at Nossi College of Art, I’ve seen the soon to be yuccie come in with a creative mind full of ideas with everything from traditional drawings and Photoshop renderings to graphics created from mobile apps. Still others are already creating timelines, scripting languages and path sequencing for animated graphics. I also see another creative type that’s a different breed altogether–the creative tech. They possess more of an inventor-like mind than that of a conceptual artist. He/she sees the world caught between reality and a more desired non realistic version that travels way faster than the generation right in front of them. Way faster.

SelfieWhen it comes to how they create, the ends don’t always justify the means. Their attention span is so short that they’re more comfortable creating multiple inventions at the same time without really finishing any of them. To them, the idea started is better than the idea finished. They’re deliberate procrastinators who are patient in their impatience to invent. Add to that the desire to develop a more interesting story around the process than the creative invention itself and you have the millennial designer who’s more creatively dangerous in the middle of creation than anything else.

Curriculums and degree options to satisfy the demand for creative tech skills in the creative industry are evolving fast. So fast most universities and colleges can’t stay on pace. The ones that are succeeding are winning the battle of “what you learned your freshman year will be outdated by the time you graduate”. That means evolving curriculums and degrees while the student is in the middle of their educational journey. Nossi even offers alumni the ability to audit future classes after graduation–for free!

From the Creative Director’s seat and with an ad agency perspective, everyone is trying to adapt to the yuccie’s lifestyle of convenience. Freelancing and flexible onsite hours for team collaboration is becoming the new norm. Continued professional education is also a must as technologies for consumers and brands are evolving rapidly. And just any job won’t do. It’s “the one they’ve been holding out for” and employers are racing to their best fishing holes to catch them.

 

techTo the millennial designer, being creative is the convenient sharing of ideas. Technology is so second nature that teaching them how to use their creative talents for anything other than narcissistically sharing with a selfie-stick is more about diversion than training. Keeping them focussed on how to use their creative story-telling inventions towards brands and employers that comfortably match their convenient technology savvy lifestyles will be the success of not just today’s companies, but newer ways to communicate brand messages for the future.

Personal growth

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The title of this post sums up what many creatives today are feeling–their careers are being challenged by the unrealistic pace of technology and the ability to keep up. Having worked in the advertising industry for 18 years, I graduated college with a BFA majoring in graphic design. At that time, Apple was becoming the industry standard for designers and Adobe was just getting started as the go-to software company. My classmates and I were learning the very first versions of Photoshop, Illustrator and, Quark Express (not an Adobe product), because InDesign didn’t exist and its predecessor, Pagemaker, was a weak competitor. To give today’s designers a clue of what I’m talking about, Photoshop hadn’t even introduced layers yet.

Skip forward 10 years, 2005, the iPhone still had two more years before it’s introduction and websites were still considered untraditional media. Everything was mostly print and a designer’s life was moving at realistic pace. Learning new trends and adapting to software changes are part of a graphic designer’s job. However, today’s changing pace has tripled since the two generations prior. What use to take 10 years to radically change the industry and advertising media platforms, now takes 2-3 years.

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Since the introduction of the iPhone and it’s multi-touch screen, 6 years ago, and the iPad, 3 years ago this April, we have seen a dramatic shift in how consumers access information and how they engage with advertising. Terms like engagement strategies, mobile, interactive and integration now fill the brainstorming rooms of many ad agencies and now even classrooms within college environments.

So what does all this mean? What’s my point? Because what I’m saying isn’t news to anyone. And mostly to those I’m addressing–graphic designers, art directors and creatives alike. Well, it means that we are going to start seeing people infiltrate our industry that may not have had that much experience nor traditional training. However, they are use to the pace of change and will typically be more comfortable with the technology as a user. Their expectation of an ever changing world will be more aligned with the pace of the industry. Watch out old schoolers!

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Key take aways:

1. Be honest about your current capabilities. Are they up to par? Or better, are they above par?

2. Make a plan to adjust your capabilities based on your honest answer to the above question. A failure to plan is a plan to fail. Set goals that will help you accomplish your new growth.

3. Create a list of possible scenarios that will help to accomplish meeting these goals. For example:

     a. Workshops, seminars, conventions, or summits

     b. Online/offline learning – tutorials, textbooks, etc.

     c. Take some night classes at a local art college that will help you be more marketable (this might be dependent upon where your honest answer lies to your current capabilities.

4. Take the necessary steps (commit) to personally growing yourself to reach your desired goals.

5. Repeat steps 1-4. Let’s face it, this is your career and it will require ongoing personal growth. It will continue at a faster pace and will increase in the future.

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As the Graphic Design Coordinator of a local art college here in Nashville, Nossi College of Art, I am very aware of these changes and the challenge to not only change curriculum to meet the industry demands, but to find quality instructors who are capable of teaching our students. Even accreditation standards are having to reinvent how they look at qualified professors/instructors coming into the education system.

When I attended college in the early 90’s, the only real focus was creativity. I didn’t have many instructional courses that centered on learning technology. Today, there are just as many instruction courses within our curriculum as there are courses that utilize learning towards application and strategic execution. Of course, there will always be, and for good reason, the fundamentals of design, color, composition, and the history of art to be reckoned with as a young creative student. However, today’s graduating credit hours are packed with technical learning that almost trumps creativity. Creativity will always be the priority of the college in which I am an educator. The day this becomes obsolete will be the day I resign as a teacher of design. And I think I share this concern with many others in the education business.

So, what’s the good news? It’s that we now have an array of new opportunities to be clever, consistent and transparent (real) in design thinking and communicating a brand’s message in unique ways. Grass roots is being replaced with gorilla and multi-media is being replaced with media channels or integrated campaigns. And a campaign’s length is now much shorter and its name is being replaced with words like experiment and beta testing.

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This is very exciting times for creatives. Students are now teaching instructors new ways of interacting with the technology they have been using since childhood. Which makes for some very engaging classroom learning situations where students feel it’s less of a structured learning environment then a shared learning experience based on relevance. To think that my 3 year old grandson will probably never play a CD or DVD and will never use a “land line” telephone are becoming real. Wait, did I say, “land line”? Replace that with keyboard.

As a designer, being challenged at a faster rate falls in line with what should be our motivation for new thinking and adaptability to what gets us excited–the changing ways to create and communicate. This does come with a price. However, the name of it isn’t anything new. It’s called personal growth. How we define this term is however new. Personal growth may have been something you did occasionally within your workweek. And to some, this is still something they don’t do or, unfortunately, their company doesn’t aspire to. Today, personal growth will become a much more robust ingredient to business culture. Workshops, seminars, conventions, which are seeing huge industry growth, and, yes, even going back to school, will be the new standard.

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At Nossi College of Art, we introduced one of the first Interactive Graphic Design programs as a two year associates degree. And if you are a returning student, you already have a degree in this field of study and you can apply existing credit hours to fundamental learning, you can earn that degree in less time. We are seeing adult professionals coming back to school to invest in their careers either on their own or with the encouragement by their current company. With flexible night courses they don’t even have to leave their current employer. We even allow our alumni to return and retake courses with new technical learning for FREE! The college also invests in other shorter term commitments, like a new 6 week social media sympossium offered this spring to the Nashville community. Including well known industry leading professional speakers each week.

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It is exciting times we live in. Fear can kill any new endeavor, especially a creative one. The key is wether you are continually investing in your personal growth as a designer with the pace of the industry, which is totally based on the increased speed of technology that consumers are engageing. Don’t get left behind. Your talents are still valuable. How you use them, based on new technologies, will be the new standard.