General Motors Turns to Students for Global Branding Experiment

December 8, 2005

Visual Communication Students from the International Academy of Design & Technology designed impressive branding materials for General Motors’Global Brand Products.

Troy, Mich. General Motors (GM) recently offered Visual Communication students at the International Academy of Design & Technology-Detroit (IADT-Detroit) an opportunity to design press kits, multimedia displays, signage, and other media-related material for GM's Global Brand Products. The summer and fall students submitted several different proposals to Pete Ternes, Director of Global Media Material for GM. Ternes was so impressed with the results of the "experiment", that he has offered another design opportunity to the winter and spring students.

"I wanted to gain a fresh perspective for General Motors," said Ternes. "I needed to find out how the consumer perceives GM; not how GM sees GM. The Academy seemed like a great place to accomplish this experiment because of the diverse student population and their creativity."

Mike Richison, instructor at IADT-Detroit, and Peter Schade, Program Chair of Visual Communication, are guiding students through the design process again this term. Tasks include real world research of 2 target audiences (Germany and China), product analysis, concept development, team building and campaign execution. Formal proposals will be presented to GM and some of GM’s media contractors at the end of this term.

"We're really fortunate that GM gave our students the opportunity to work on a project of this caliber," said Schade. "The educational outcomes are monumental; and it's this kind of work in our students portfolios that can give them an edge when they graduate."

Students can earn a degree in Graphic Design, Game Production, Interior Design, or Fashion Design. The International Academy of Design & Technology-Detroit is an Accredited Member, ACICS. The Accrediting Council for Independent Colleges and Schools is listed as a nationally recognized accrediting agency by the United States Department of Education and is recognized by the Council for Higher Education Accreditation.

For more information about IADT-Detroit, please call 248-457-2700 or visit www.iadtdetroit.com on the web.