Keynote: The Future of the Viewbook

The viewbook is a stalwart part of university and college student recruitment cycles. However, as the needs and expectations of students have changed, so too have these documents. In this presentation and discussion, Nathan Monk will explore the history of this promotional publication, showcase emerging trends, and explore future possibilities for university viewbooks. While the world has shifted to digital-first everything, prospectuses have stubbornly stayed the same. Is the viewbook still relevant, or is it time for change?

Nathan Monk is the co-founder of Prospectus+, a firm that produces digital alternatives and compliments to the traditional printed university viewbook. His expertise has included designing high-profile websites with complex system integrations including HEIST award-winning projects. In addition to his professional accomplishments, Monk is the host of the Most Clicked podcast, where he discusses trending topics in higher education digital marketing. As a frequent speaker at national and international conferences, he enjoys sharing his insights on digital innovation, transformation, and strategy.

Keynote: Navigating the Creative Space: Building Your Brand as a Young Creative

As a creative professional with more than 10 years of expertise in various and numerous design and design-adjacent roles, Chanelle Smith-Walker knows what it means to build a professional brand for oneself in the creative space. She will share her journey and experience with us in this insightful, inspirational, and candid presentation. 

Chanelle Smith-Walker currently holds the position of team photographer for the Carolina Panthers, making her the second black female team photographer in NFL history. Chanelle has played a pivotal role in leading the Carolina Panthers' digital team through significant projects, including the Representation Matters: Celebrating Black Culture Initiative, the 2022 and 2023 schedule release campaigns, and the Hall of Honor campaign. 

Previously, Chanelle made history as the first black creative director in the SEC while serving as the Creative Director for University of Tennessee football. She was also part of the design team for the 2021 College Football National Championship, establishing herself as a member of the first female design duo and the first black designer for the CFB Playoffs.

Chanelle's career trajectory includes roles such as Director of Creative Media for NC State Football and Associate Director of Graphic Design for the Baylor Bears. She began her journey in the field as a graduate assistant for the athletics creative department at Southern Miss, eventually becoming the Director of Digital Media and Creative Services.

Workshop: Making Letterforms with Kelcey Gray

Experiment, Practice, Play, and Explore. In this session, graphic designer Kelcey Gray will guide you through a series of introductory and experimental exercises to flex your typographic muscles. Bring your preferred pen, pencil, and paper, and prepare for some lettering goodness.

Kelcey Gray is an Austin, Texas–based designer who spends her time working with words and exploring the possibilities of typography and lettering. She is the author of Let’s Make Letters! and currently teaches design and typography at the School of Design and Creative Technologies at the University of Texas at Austin. Kelcey received her MFA in Graphic Design at the Maryland Institute College of Art in Baltimore. Throughout her career, she has won several industry awards and been featured in publications like Fast Company, Communication Arts, Under Consideration, Gestalten Books, and Type on Screen edited by Ellen Lupton. She has exhibited her work both nationally and internationally, notably at the 2017 London Design Festival. She was once told she was "energetic, but not in that annoying way" by someone who clearly meant well but was not very good at giving compliments. 

Keynote: Building a Next Generation Brand

The New York Times calls Texas "the Future of America" because experts predict the massive demographic shifts it's experiencing will occur nationwide, creating a more diverse America. In the 2020 census, Texas added 4 million new residents, 95% of whom were people of color. Many will be first-generation college students. Texas State University has also transformed with student demographics that mirror the state. This seachange created an exciting opportunity for TXST to revitalize its brand and meet the next generation of Texans. In this session, members of the TXST team will share their strategies and learnings while leading the university's first rebranding effort in more than 17 years. 

Elias Martinez serves as AVP for Marketing at TXST, leading the AMA's 2022 Higher Education Marketing Team of the Year. While at TXST, his team has been recognized by the CASE Circle of Excellence and the Webby's Anthem Awards, which honor the best purpose- and mission-driven work. Before joining TXST, he served as AVP for Brand Strategy at Colorado State University, where he led brand marketing. The UCDA awarded his group at CSU "Best In-House Team" in 2016. Before moving into higher education, Elias helped solve business problems for Nike, Google, General Mills, Cheerios, Betty Crocker, Wheaties, Purina, and Nordstrom at Zeus Jones, a digital marketing and branding firm. His work has been featured on Good Morning America, NPR, ESPN, Esquire, Sports Illustrated, Fast Company, Forbes, The Wall Street Journal, Ad Age, Communications Arts, and the front page of Reddit.

Keynote: Building a Next Generation Brand

The New York Times calls Texas "the Future of America" because experts predict the massive demographic shifts it's experiencing will occur nationwide, creating a more diverse America. In the 2020 census, Texas added 4 million new residents, 95% of whom were people of color. Many will be first-generation college students. Texas State University has also transformed with student demographics that mirror the state. This seachange created an exciting opportunity for TXST to revitalize its brand and meet the next generation of Texans. In this session, members of the TXST team will share their strategies and learnings while leading the university's first rebranding effort in more than 17 years. 

Kelly King-Green is a creative director with more than 22 years of experience in integrated brand marketing, and 11 years focused within higher education. She has a strong mix of creative and operations experience, and currently leads a team that produces strategic, high-impact brand content for Texas State University. Kelly has a deep understanding of the creative process and how to craft powerful stories that engage and motivate audiences. She lives and works in beautiful San Marcos, Texas.