A Conversation with Shadi Al Hroub about Nurturing Future Creatives

Thank you! I'm Shadi Al Hroub, Lecturer of Applied Media at the Higher Colleges of Technology (HCT) in the United Arab Emirates. With a background in graphic design and a passion for visual storytelling, I've dedicated my career to nurturing emerging talent in the creative industry. At HCT, we emphasize hands-on learning, encouraging students to tackle real-world branding challenges, which has been instrumental in our journey and achievements.

"Dunk It" emerged from our "New Trends in Graphic Design" course, where students were tasked with reimagining branding strategies for Dunkin’ Donuts. The project reflects the fusion of contemporary design approaches with cultural relevance, emphasizing the importance of aligning brand identities with evolving consumer behaviors in today's dynamic market.

Our project's strength lay in its emphasis on conceptual thinking and strategic design. By encouraging students to blend aesthetics with purpose, we produced work that was not only visually compelling but also deeply resonant with current market trends and technological integrations.

One significant challenge was ensuring that students could effectively translate theoretical concepts into practical designs that met real-world branding needs. We addressed this by incorporating iterative feedback sessions and fostering a collaborative environment where students could refine their ideas based on constructive critiques.

This achievement positions HCT as a leader in design education, potentially attracting collaborations with industry partners and enhancing our students' employability. We've already received increased interest from prospective students and inquiries from organizations keen on partnering for future projects.

The response has been overwhelmingly positive. Stakeholders have expressed pride in the students' accomplishments, and the broader community has shown increased interest in our programs. A particularly memorable moment was receiving a congratulatory message from Dunkin’ Donuts, acknowledging the creativity and relevance of the students' work.

Embrace a mindset of continuous learning and adaptability. Stay attuned to industry trends, and don't shy away from pushing creative boundaries. When crafting entries, focus on storytelling—ensure your work communicates a clear narrative and purpose, resonating with both the audience and the brand's identity.

The industry's evolution, driven by technological advancements and shifting consumer preferences, presents exciting opportunities for innovation. At HCT, we aim to remain at the forefront by integrating emerging technologies into our curriculum and fostering a culture of experimentation and critical thinking among our students.

Start by viewing competitions as learning experiences rather than solely as contests. Each submission is an opportunity to receive feedback, refine your skills, and gain exposure. Building confidence comes from practice and embracing challenges—remember, every expert was once a beginner.

Collaboration and knowledge-sharing are the bedrocks of innovation. Engage with your peers, mentor emerging talents, and remain open to diverse perspectives. Together, we can drive the industry forward and create impactful, meaningful work.

This accolade is dedicated to our talented students, whose dedication and creativity brought "Dunk It" to life. Their commitment to excellence and willingness to embrace new ideas were instrumental in this success.

"Dunk It" is a testament to the power of innovative design thinking, merging cultural relevance with strategic branding to engage contemporary audiences.

We're excited to continue evolving our curriculum to include emerging design technologies and methodologies. Upcoming projects involve collaborations with industry partners, providing students with real-world challenges that further bridge the gap between academia and the professional creative landscape.