Longwood University's Design Lab is a mixture of a course and an on-campus club/organization. The students in this class work with real clients, present real sketches and produce real products.
These students are responsible for many of the posters you see on campus as well as logos you see for local businesses. It all started with Professor of Art. Chris Register and Assistant Professor of Art Wade Lough.
The two men went to the Dean of the Cook-Cole College of Arts and Sciences Dr. Charles Ross with their idea, which, according to Register, they thought would fall into place with the dean's undergraduate research.
Upon their idea's arrival, Register and Lough put together a "special topics class" and got to handpick the first students. They thought this class would be limited solely to the art department, but this was not the case. Register said, "We were going to have a fairly soft roll-out and it just took off really fast."
Design Lab first started in spring 2010 with a small group of graphic design students. Junior Kathryn Grayson said the class has expanded significantly since its start. The class (although its students treat it more like a true design organization and company) now consists of 23-25 students who span more majors than just art.
Design Lab even has students who serve in public relations and marketing positions on the design team. "They all have their own specific jobs so they wouldn't be as involved in design, but they're always encouraged to share their opinions and critique," said Grayson.
This proves to be a learning experience for both sides. "We don't design for designers," said Grayson. The input of those who do not have the same viewpoint gives the group many different perspectives and some preparation for what can be expected in real life. They get firsthand experience many others only receive once they enter the field after graduating.
Emily Staskiel, a senior who has been involved in Design Lab since its inception, said, "We've been trying to get other departments in on it because an actual design firm consists of photographers, writers, etc., and we're trying to sort of build on to that." The lab hopes to draw in students from across the board; no one specific major or type of personality is being targeted.
The way the group functions has long adapted to its growth. Grayson said, "When I joined, it was kind of sink or swim. It was so small we didn't have room for someone to just be floating."
But Design Lab now has so many people they can give newer classmates an opportunity to "shadow" other group members until they get a feel for how that group processes, according to Staskiel.
According to Grayson and Staskiel, Design Lab is broken up into groups of four to five students who work on separate projects. The group started out working on many on-campus jobs, such as posters and logos for organizations.
Design Lab has grown and attracted businesses from the Farmville community. According to Grayson, they have designed for many departments on campus, including designing the logos for the Office of Diversity and Inclusion and WMLU 91.3 FM. Beyond the school, Design Lab has designed the logo and some signs for a local farm, a food security company in Charlottesville and the Prince Edward Cannery.
"It's all about the networking," said Grayson, "For the most part, it's people talking to people who know people who need something done." In other words, their work has been recognized and recommended to others.
As for the design aspect, the smaller groups work together and apart to reach a final product. According to Grayson, they sketch, work through critiques and choose a select few group members' sketches to present to their clients, who then get to choose which product they would prefer.
Grayson recently designed the posters for a speaker who came to Longwood last month, author and film director Frank Schaeffer. After blogging about her creative process and discussing how exactly she came to her final design for him, Schaeffer actually requested that she design his next book cover.
The group has grown to a point where they have started an application process. However, they are open to students from all over the school. "We want it to be people who show promise and can really grow," said Register.
Register said Design Lab is a nontraditional class, but the students appreciate the independence and real-life experience. Some students may be denied because they may not show the passion or the timing may not be right, but typically they try not to turn many away.
The students can have real conversations with graphic design professionals about dealing with clients. Staskiel said the professionals are relatable.
Grayson said, "You get to learn about someone else who's got a different view... with graphic design you're doing design, but you also get to explore different topics."
