MFA THESES EXHIBITIONS

NÍCOLAS GUIMARÃES VIEIRA | SEVENTEEN STEPS TO STRATEGY

DEGREE AWARD DATE: FALL 2024

ABOUT THE ARTIST

Nícolas Guimarães Vieira is from Brazil and graduated from Centro Universitário de Belo Horizonte, located in the state of Minas Gerais. He has always been deeply passionate about design since being introduced to the discipline in college. With eight years of experience working in design, this passion inspired him to pursue the MFA program at JSU, culminating in a thesis and exhibition focused on a pedagogical methodology for brand strategy.

ARTIST'S STATEMENT

My experience in the design industry opened my eyes to the essential skills designers need to reach higher levels in their careers, particularly in developing branding and marketing strategies. Recognizing that not all companies or universities have dedicated marketing departments, Seventeen Steps to Strategy was created to spark discussion and assist professors, students, and junior professionals in teaching, learning, or applying this methodology to understand and develop branding strategies.

This methodology also encourages reflection on the designer's role in the broader market, especially as AI-generated image technology becomes increasingly advanced. To better prepare for this future, designers must shift their focus toward strategic planning and problem-solving, areas where human creativity and insight still outshine AI’s capabilities in generating images quickly and effortlessly.

THESIS PAPER