Sidney Li presents at Brandcamp

Art Center interviewed a young designer transitioning from high school to college before, during, and after attending a Summer Intensive at Art Center’s Saturday High. This interview is the third and final posting in this series.

For four weeks in July, soon-to-be Art Center undergrad Sydney Li has been swimming in the creative waters of Brandcamp, Saturday High’s Summer Intensive focusing on Advertising and Graphic Design. She was able to attend without financial concern thanks to scholarship support from the Richard and Jean Coyne Family Foundation.

We caught up with her one last time at the end of Brandcamp, just as she was coming up for air.

Final presentation board at Brandcamp

Art Center:  You’re done with Brandcamp. How did the program compare to your expectations?

Sydney Li: It was much better than I expected it to be. The intensity of the classes, the deadlines, the hard work and the quality of the other students’ work made me feel like I was working in a real company.

AC: How did Brandcamp change you?

SL: Brandcamp improved my work ethic. Getting to work with other designers who are just as dedicated as you brings out your best qualities and makes you continually want to do better.

AC: Tell us about some of the projects you worked on during your final two weeks.

SL: We worked on two projects. The first involved choosing a fast food company and rebranding it. The second involved rebranding a cosmetics company. My cosmetics project focused on the idea of inner beauty and the importance of inner strength.

AC: What did these projects teach you?

SL: For one thing, the importance of conducting research. For another, how to develop a value proposition.  And, of course, time management.  We had only one day to do research and then two days to develop viewpoints about the brand. We had to work very quickly, but it was exciting to work under short deadlines.

Brandcamp participants

AC: Do you have a best memory from Brandcamp?

SL: The field trips we took stand out as very memorable. On one trip we visited Art Center’s Hillside campus to see the student work there and to conduct research. It was a great experience because while you’re having fun you’re also taking in ideas and being inspired by other people’s designs, which adds to your own creativity and ability to solve problems.

AC: What advice would you offer to someone about to start a Summer Intensive?

SL:  Don’t be afraid. It might feel intimidating when you start out, but jump right in and you’ll find that it’s not that scary and you’ll learn so much.

AC: So now you get a break before starting Art Center’s undergraduate program in the fall. Any last words before we say goodbye?

SL: I just want to thank the Richard and Jean Coyne Family Foundation for the scholarship they created and for the chance to enrich my learning. It was a once-in-a-lifetime opportunity that I’m grateful to have been able to take advantage of.