BIOGRAPHY
A graduate of Arizona State University with a BFA in Graphic Design, Scott currently serves as associate director of brand strategy at Metropolitan State University of Denver responsible all high-level assets pertaining to the visual aspect of the University’s brand. Prior to this role Scott also served as affiliate faculty for the Communication Design program at the university, where he taught courses in typography, visual branding and systems design, and experiential learning where students interact with actual clients. In addition to his branding career in academia, Scott created brand identities and design systems as a Managing Director at Monigle Associates—an internationally recognized brand consultancy in Denver—as well as owner of his own visual brand consultancy, Sonova Corporation. Scott blends his passion for design and music as owner of Surine Basses, a custom boutique bass manufacturer based in Denver.
UCDA CREATIVE SUMMIT SESSION
REBRANDING A UNIVERSITY: THE METROPOLITAN STATE UNIVERSITY OF DENVER STORY
Presenting with Stacy Lewis
Learn about the anatomy of MSU Denver’s rebranding effort—one that started with a name change in 2012 and continues today with the launch of a new brand campaign refresh. Scott and Stacy will show you how research laid the foundation for brand positioning and robust design thinking and how competitive differentiation and stakeholder input drove the final creative expression. You’ll leave with a holistic view of the many factors that drive a university rebranding effort and witness the creative execution around Denver.
Find out more information about the UCDA Creative Summit or to register.
HIGHLIGHTS
On May 2 of last year, the Metropolitan State University of Denver Strategy, Marketing and Communications team brought home three Public Relations Society of America 2019 Gold Pick Awards as well as one of the evening’s top special awards: Public Relations Team of the Year.
Winners of this prestigious award are selected for their ability to work as a cohesive unit, delivering innovative and creative results while also making a positive impact on the communications profession. The MSU Denver team was honored in particular for its success in communicating the institution’s evolution from a local safety school known as “Metro” to MSU Denver—the leading public university in the heart of downtown Denver—and helping position the University as a first-choice school for many Colorado students.
PRSA Colorado: PR Team of the Year from MSU Denver on Vimeo.
Safari users: see a video highlighting the team's accomplishments.
MEET SCOTT SURINE
by Nathan Solheim
What’s your job here at MSU Denver?
The role is to oversee all things that include the MSU Denver visual brand and to ensure a consistent brand presentation to both internal- and external-facing audiences. Our role at Marketing and Communications is to assist in the success of both academic and administrative departments by creating compelling marketing tools through succinct messaging and visually unified collateral.
I’ve also been teaching with the Communication Design program—specific courses include two levels of typography and, of course, Identity and Systems, which is all about branding and creating brands. There’s also Sight Sound Syntax, which is about finding the common denominator between design and sound.
What’s your favorite class to teach?
Probably typography. The reason why is I was fortunate enough to have learned from some of the best in the field of typography. And their knowledge is rare. This knowledge has been passed down to me through my education and I can, in turn, pass this information on to today’s students.
Why is branding important?
I like to think of the brand as a metaphorical handshake. It is often the first impression an audience may formulate of your institution. And a strong and consistent brand image and message conveys a degree of both professionalism and establishment within the community. If each department were to create their own look, each may create great design, but when viewed as a whole, would likely appear disjointed and not from the same institution. Consistency is key to branding and creating a strong and positive memorable impression in the minds of our audiences.
What brands have you worked on?
The E-470 Highway Authority was one of my best clients because they were so easy with which to work. I designed the emblems you see on E-470 as well as ExpressToll and License Plate Toll. When I presented it to them, I said, “Look E-470 is a unique brand—it’s not like Wal-Mart and Target where they want you to attract all demographics. Its main function needs to signify that this is a toll road and you want to be on it.” So my priority was to make sure that motorists understood they were about to enter a toll road instead of C-470, which was free. The priority was legibility. During my tenure at Monigle Associates, I also created brand identities for the Mayo Clinic, Freightliner Corporation, Avis Preferred, Safelite Auto Glass and the Denver Museum of Nature and Science.
We hear you play music. What do you play and in what styles?
I play the electric bass. I’ve been playing 45 years now and I like to play a lot of different styles—I’ve been playing country for the past 15 years. Before that, I played in an African band, a reggae and a blues band.
We also heard you have a pretty interesting side gig. What is it?
In the early-1990s I said, “Hmm. I need a more modern sounding fretless bass.” I tried this brand and that brand and I said, “I’m a designer and I play bass, so I’ll design my own.” I had a prototype made and I ran some ads in Bass Player magazine. Within a few years, I was so busy I had to quit my day job to learn how to build. That was 2004. It’s called Surine Basses.
Any famous players?
Tiran Porter of the Doobie Brothers, and David Hyde, who played with Delbert McClinton. Meshell Ndegeocello, too. Reginald Veal, who plays with Branford Marsalis and Paulo Diniz, Jr.—he goes by “PJ”—of the band Jota Quest, the No. 1 pop band in Brazil. Julio Hernandez who was playing with Barry Gibb.
What’s your favorite part of being a Roadrunner?
Having the opportunity to work with an awesome team with an innovative mindset.
CONNECT
Website: MSU Denver Strategy, Marketing and Communications