In 2017, Arts Dean Susan Dean, Susan Solt spearheaded a new Creative Entrepreneurship Initiative at UC Santa Cruz. The goal of the initiative is to provide student artists with courses, lectures, and internships that help them imagine new and different ways of working as artists in the 21st century.
As a university-based initiative, the name could not sound overly branded. At the same time, it needed to have a touch of style. In addition to referencing the initiative’s core mission—how to thrive as an artist in the 21st century—the name put the emphasis where it belonged—on the artist.
Arts Dean Susan Solt was a passionate and tireless partner in the process of naming this exciting initiative. Her deep commitment to the project and openness to creative ideas, combined with her thorough understanding of the discomfort academics can feel towards marketing and branding, kept us right on track.