Associate Creative Director Jacob Van Blarcom stood in front of a full room as he scrolled through the type font and geometric shapes his team explored to create the potential logo for a new client.
"Design is problem-solving. … [It's] more than just making something look pretty," he said.
The presentation wasn't at a creative agency in the North Loop of Minneapolis, but in a classroom in the basement of a student hall at the University of Minnesota.
CLAgency is a student-run advertising firm within the U's College of Liberal Arts (CLA). Its paid staff is made up of undergraduates who work on marketing materials for not only college departments but, increasingly, for external clients.
The firm's goal is to transition from an entity financially supported by the school to a self-sufficient organization.
"Since we are student-run, people like to think that we're a student group. … But in reality we do consider ourselves to be an agency," said Audra Weigand, CLAgency's managing director, a senior who is studying sociology and political science.
She continued, "This is a paid job. We work with paying clients. We produce work that other comparable smaller agencies in the Twin Cities would also produce. We create communication strategy plans. We're definitely a full-functioning agency. The only thing that's different is that we do work for a college."
CLAgency was the brainchild of Scott Meyer, the CLA's chief marketing officer, who had initially created the group in the fall of 2014 to help better market the school and at the same time help students gain experience outside of the classroom.