Spotlighting the New Media Design Department
What’s your brand? What’s your organization’s brand? Why does it matter??!! A brand demonstrates how a company presents themselves and the products they are selling–it is a crucial introduction to an organization and a way to solidify a reputation. Three students in the New Media Design Department wanted to explore how brand development and design intersect and were able to delve into this topic by working on the Charlotte Urban Design Center Branding Project, led by Professor Melissa Gamez. The seeds for this project were planted in an independent study that Sara Diaz completed with Professor Gamez the previous semester. Also interested in brand development, Connor Davies and Ida Osterman joined the project to learn more about it.
Professor Gamez stated that the Urban Design Center Branding Project consisted of the group “creat[ing] a cohesive brand for the city of Charlotte’s Urban Design Center that could unify and represent its many activities and areas of focus,” aligning with the department’s mission of “advanc[ing] the quality of the built environment, creat[ing] public awareness, and communicat[ing] the importance of urban design to the city.”

Sara Diaz, Professor Melissa Gamez, and Ida Osterman with their mounted posters
The experiential learning involved with this project was definitive. Connor Davies, a senior majoring in New Media Design, articulated his own experience in collaboration with the group: “I think along with getting a good look into what the real world wants from us as designers I really got to bond with a small team. Everyone in the group was great and I really couldn’t have asked for anything better from them.”
Ida Osterman, a sophomore on the Queens triathlon team who is majoring in New Media Design and double-minoring in Studio Art and Philosophy, elaborated on what the project’s collaborative learning entailed: “the experience of working with UDC as well as my team taught me how to combine my creative process with others. Throughout the process, we were meeting regularly to share ideas and designs; we worked on each other’s designs to see how we could develop them differently. This way of working made it possible for us to see the design in new perspectives to make the final logo in the best possible way.” Accordingly, the students dedicated time throughout the duration of the semester to independent work and weekly group meetings that would culminate in a successful presentation by the end of the semester.
Diaz, a senior from Cali, Colombia also on the triathlon team with a New Media Design major and Arts Leadership and Administration minor, noted as well how the UDC Branding Project taught her more “about design, client relationship and teamwork,” thanks in part to consistent communication with the Urban Design Center, who provided feedback for the group’s work throughout the semester. She also highlights how Queens in general has contributed to her success: “Having small class sizes and being able to communicate with professor[s] at any time have been a key part to my success.”
Professor Gamez commended the students for their involvement with the project as they took on this project along with “their normal class load and sports commitments,” declaring how their “willingness and interest speaks volumes about their integrity and passion in what they are studying and the kind of community we are fostering here at Queens.” The students also expressed gratitude for Professor Gamez’s guidance and support throughout the process.
The project was able to blossom with “financial support for this project from the Wells Fargo Center [for Community Engagement] and the stupendous Jennifer Marts,” as expressed by Professor Gamez. Using Queens resources, the students printed out four professional-grade 24×36 mounted posters that Diaz and Osterman formally presented to the Urban Design Center at their offices. These posters are now on permanent display in the Urban Design Center’s office, which is open for a monthly gallery crawl in South End. This exhibit will allow the quality work of Queens students to be shown to designers around Charlotte–quite a branding achievement!

Hi! I’m Gabrielle Girard. I’m majoring in 
It’s exam week at Queens University of Charlotte, but on Monday night, professors weren’t dishing out finals. Faculty showed up in their favorite PJs and elf hats, serving free breakfast food. On the menu: pancakes with a buffet of toppings, biscuits, donuts, coffee and more.













