FIDM/OC Graphic Design Students Meet Hurley Creative Graphic Design Team and Present Campaign Ideas


FIDM Graphic Design Student Lindsay Wiley presenting her design work to Hurley representatives.

Graphic design students from FIDM/Fashion Institute of Design & Merchandising’s Orange County campus visited Hurley headquarters to present design concepts for a community project. Graphic design students in FIDM Instructor Kelly Capps’ Design 2 class  presented a design concept for use in posters, fliers, ads and other materials to promote an awareness campaign based on the theme, “Pocket Full of Change the World.” Students had the opportunity to receive first-hand feedback about their design ideas from creative director for surf marketing, Robby Adams, new creative director Israel Kandarian and community art coordinator, Dianne Aoki.

The Pocket Full of Change the World theme is a conceptual campaign promoting the idea that just one person has the power to change the world. Capps asked students to incorporate simple imagery and an impactful tagline to create promotional anchor pieces, (various marketing collateral) that would appeal to a Hurley consumer, a leading youth lifestyle surf and skate apparel brand.

“These students and their peers have the power to affect great change in simple, small ways,” says Capps. “Using an organization like Hurley, who is already actively involved in changing the world, helps to show that large organizations see that power and want to help make that change take place. They know it starts with one person’s desire to move beyond just thinking about change to actively doing something, no matter how small, about it.”

By visiting a team of creative professionals, these FIDM Graphic Design students were exposed to the real creative world and experienced the demands that will be placed on them as future creative professionals.

“The creative directors were responsive to the concepts and asked a lot of questions,” says Capps. “They were also hardline on what steps the students need to take to get their work ready for the professional world. All in all, a great trip and opportunity for these Design 2 students.”

Capps says that the students have been invited back to the Hurley headquarters in March to present their revised design concepts after implementing the feedback they received last week.


FIDM Graphic Design Student Casey Bushong presenting his design work to Hurley representatives.


FIDM Graphic Design Student John Nicolas, and Hurley representatives Robby Adams and Israel Kandarian .


From back row, left: Hurley creative director Israel Kandarian, FIDM Graphic Design Student Casey Bushong, Hurley creative director for surf marketing, Robby Adams, Hurley community art coordinator Diane Aoki, FIDM Graphic Design Student Steve Lynch. Front row, from left: FIDM Graphic Design Students John Nicolas, Gabriella (Gabi) Widgerow, Lindsay Wiley and Jess Zarovy.

FIDMDigitalArts.comHave you ever considered pursuing a career in graphic design or digital media? Check out FIDM/Fashion Institute of Design & Merchandising’s program for Graphic Design where you can learn all aspects of print media, including typography, digital photography and publication/layout design, and FIDM’s Digital Media program where you can learn editing, digital composition, motion graphics, 3-D modeling & animation, and sound design.

Visit our main site, to view multiple galleries of breathtaking graphic design and digital media, created by FIDM Alumni.

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Author: Mani O'Brien

Mani O’Brien is the Online Editor for the FIDMDigitalArts Blog and the Social Media Marketing Manager for FIDM/Fashion Institute of Design & Merchandising. She earned her bachelor of arts degree in print journalism from the Walter Cronkite School of Journalism & Mass Communications at Arizona State University in 2006, and Associate of Arts degree in Graphic Design (Professional Designation) at FIDM in 2010. When she’s not brainstorming social media marketing ideas or writing about the graphic design and digital media, she enjoys practicing yoga, reading magazines, and hanging out with friends and family in Los Angeles.

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