Confidence is a hell of a drug—tell good stories.
Mathew Johnson • White Unicorn Agency
The National Student Show and Conference (NSSC) is a well-known and recognized three-day conference that celebrates and supports the next generation of creative professionals. It features a national design competition, awarding $20,000 in scholarships and prizes, keynote speakers, breakout sessions, workshops, portfolio reviews, networking, and tremendous camaraderie among professionals, educators, and students.
For many designers around the nation, the NSSC is a reunion, a competition, and a strong tradition for others. This is the second time my Baylor Bears heard and participated in NSSC. However, more design entries were accepted this year, and more students attended this wonderful conference, which is fantastic and encouraging. In Baylor’s Department of Art & Art History—graphic design specifically—the excitement and big commotion began with the notification that eight design pieces were selected as finalists in the 2025 National Student Show and Conference—meaning eight pieces from courses I teach at BU had already won. The recognized works included one branding system, two packaging designs, three advertising campaigns, a single advertisement, and a guerrilla marketing installation.
The first day in Dallas started with a session with Clampitt Paper, where students had the chance to meet Mr. Clampitt himself—the CEO of the only independent paper merchant remaining in the Southwest. The highlight for many students was the vast array of swag, paper samples, educational materials, printed samples, notebooks, and pencils, which added a tangible excitement to the discussions about paper.
Around noon, three buses full of energized students representing universities from different parts of the country headed out to visit prominent design studios, full-service agencies, and leading industry providers—such as commercial printers. These businesses generously opened their doors to discuss their work, processes, and clients with students. As a designer, it is always a joy to see excellence in design work and admire what other designers create and what printers are producing—yes, the smell of ink still transports me to my infancy. As an educator, I find it a mix of nostalgia, hope, and empathy for the upcoming newer generation of creatives since I once was in the same spot as my students, sometimes clueless, others engaged, excited, and attentive, but wanting to eat and dream design all day. Witnessing my students’ excitement when entering the impactful and sometimes massive studios and businesses, talking with seasoned creatives, and seeing their work samples excite me about design and hope for our industry. It is like a fast battery recharge.
This year, the students had the opportunity to visit White Unicorn Agency, Blanks Printing, TRG Agency, Caliber Creative, Infinite, 3Headed Monster, Lerma Agency, Brodnax 21C Printers, and The Matchbox Studio. The world is a tiny little box full of surprises; during one of the studio tours, our Baylor students had the opportunity to meet the managing partner of White Unicorn Agency—a Baylor alumnus who eagerly and welcoming helped to break the ice and quickly connected with them.
After an exhausting day full of adrenaline, we shared dinner and our first-day reflections on all the great design work we witnessed; additionally, there were also some random failed attempts to start a food fight.
Day two at the NSSC brought many invaluable learning opportunities and out-of-this-world excitement. Baylor graphic design students sought advice during the four hours of portfolio reviews, enjoyed the keynotes, attentively took a lot of notes, laughed, and eagerly participated in all the breakout sessions and workshops—they had an amazing time. Some even got free Fossil watches while learning about in-house design teams.
They also had the opportunity to learn from seasoned and global designers, such as Diego Guevara, the Design Director at Nike Global Sports Apparel and a proud immigrant from Ecuador who works with different sports and Olympic athletes. The second keynote speaker on Friday evening was Natalie Armendariz, the Co-Owner and Design Director at Funsize, a digital agency with roots in storytelling. Natalie worked for FJORD and R/GA before founding Funsize, where she designed for clients such as Verizon, Formula1, AT&T, Citibank, and the NFL.
A big night for my Baylor bears; with great anticipation and excitement, Friday’s activities ended with the NSSC’s Pin and Special Awards ceremony for 2025. Four students were finalists with eight very strong design pieces; however, CJ Kaltwasser has set a very high bar while bringing home—not one, two, or three—but four Special Awards and beautiful commemorative special editions and unique trophies. CJ’s work was honored with a Best of Advertisement for Public Service Award (PSA) and a Best of Advertisement (Print) Award. In addition, he also won the Brandon Murphy’s [Caliber Creative] Judge Choice Award and the Jeff Barfoot’s Best Concept Award, each accompanied by a $500 scholarship and a commemorative limited-edition trophy.
A wonderful night with unprecedented results for Baylor University!
After all the adrenaline from Friday night and well-deserved celebrations, Baylor students arrived for the last day of activities, where they participated in more intimate settings, workshops, an emerging creatives panel, and two more keynotes. The first, Zipeng Zhu, a Chinese-born artist and designer residing in New York and teaching at the School of Visual Arts, shared his experience in design, experimental typography, vibrant use of color, and mind-blowing animations. As with most workshops this weekend, they reinforced some of the design industry practices taught at school and provided the students with more significant insights on navigating the workforce during their first hiring opportunities.
Other workshops about paper, photography, traditional watercolor illustrations, systems thinking in branding, creative processes, and things typically not taught at design schools were also part of Friday’s activities. I wish I was able to multiply, but I got the opportunity to listen White Unicorn, Trace Element, and Caliber Creative, and all went above and beyond explaining design industry practices—providing students with invaluable insights. The Collins Agency closed the night and this year’s conference with an insightful, different, and incredible presentation about their approach to research, discovery, branding, storytelling, and agency culture; it was mind-blowing and energizing for everyone in the room. Learning about their process and results for Target and Bose re-alignment and new branding was pure gold.
Attending these types of conferences is reaffirming, encouraging, and very insightful. I get refueled, my cup fills up, and my brain takes several days to stop spinning at more than 120 mph. I always want to get back to the classroom so I can put into practice more crazy projects and ideas so my students continue to thrive and, more importantly, get them excited about the graphic design industry. Of course, I also get encouraged to continue designing and creating. As far as my students, it is a joyful and proud moment to witness them grow, participate, engage, get excited about design, build strong bonds and camaraderie, riding together, and even stopping at Buckee’s. Spending time with my students outside the classroom is always energizing and builds strong bonds and friendships. As every year, the conference was a transformative experience, and their competitive nature, I am sure, will kick in even before returning to Waco.
Furthermore, reflecting on last year, the students who made it to NSSC 19 shared with their peers their experience and everything they learned, and as predicted, it spread like wildfire; consequently, we had wonderful and unprecedented results this year.
- I strongly believe designers have a bright future, regardless of technology, as long as we embrace it, remain curious, base our solutions on research, design foundations, and craft great stories.
- It is okay to reinvent yourself, especially as a designer.
- The concept is still king, time after time; the recognized work and memorable design are always the strong concepts.
- Design can change the world—literally. To do that, we must constantly remind ourselves that we are problem-solvers, and our work may raise awareness and provoke action.
- I agree with my students, who coined the phrase, “Design is too legit to quit.”
- I found my lost twin; we were separated at birth—IYKYK.
This experience would not have happened without the continuous support of volunteers, designers, and leadership who invested their time to give back to their community and industry, in this case, to DSVC and NSSC. Which is a great example for new generations to engage, participate, and help. My students would not have been able to attend the conference without the continuous support of my Department Chair, Heidi J. Hornik, Ph.D., colleague Professor Virginia Green, and Baylor University Office of Engaged Learning.
Keelan, Maci, Karen, Abigail and Abigail, Katy, Ashley, Soph, Nick, CJ, Aurora, Ally, Makenzie, and John Mark, thank you for such a great time!
Teaching what I love and loving what I teach.
Attending NSSC 2025 was an incredible and valuable experience. Portfolio reviews with agencies like Tegan and Caliber Creative gave me insightful feedback that helped me better understand how my work is perceived in a real-world context and how I can continue strengthening my portfolio. On the first day, touring both small and large agencies provided a clear picture of what day-to-day life looks like for a working designer. Also, having my work recognized and awarded by industry professionals was especially meaningful and has motivated me even more to keep pushing myself creatively. Overall, the experience was energizing and left me more excited than ever for what’s ahead!
CJ Kaltwasser
Class of Spring 2026
My valuable Takeaway was from professionals and connecting with people. I didn’t realize we’re so inspiring and genuine in this industry; I loved the recommendations on having etiquette within the workforce on your first job, double-checking everything on files, and always working as a team.
Maci Burnett
Class of Spring 2026
NSSC was extremely impactful on my confidence in my future career. Going into the art world can be scary and a little less secure or guaranteed than others. But listening to successful people talk about their work and share a bit about who they are and how they got to where they are was incredibly enlightening. I learned not only that I actually do have what it takes. I just have to want it.
I also learned that the portfolio, as important as it may be, is not everything. Teachability and an approachable and enjoyable personality will get you far. I learned success isn’t a straight path! It’s an adventure, especially in this career.
A huge takeaway in that light was to enjoy yourself. Explore and find out what you like! Get fired up about something and run with it, THEN also put it into the world.
Keelan Thomas
Class of Spring 2027
My three takeaways from the conference are: In the beginning, to say yes to everything, take chances, and don’t stay comfortable! Also, Matchbox Studio shook me by the shoulders and said, “Please tell everyone not to be afraid to break rules or to intentionally make stuff a little busted.”
Sophia Collins
Class of Spring 2025
Attending NSSC 20 was an incredibly rewarding experience. It gave me the opportunity to connect with like-minded individuals, grow as a leader, and gain valuable insight into personal and professional development. I left feeling inspired, more confident in my abilities, and motivated to take what I learned back to Baylor and the community. This experience reminded me of the importance of stepping out of my comfort zone and embracing new challenges with purpose.
Aurora Phan
Class of Spring 2027
Attending the NSSC has been essential to my success over the past two years, helping me boost my portfolio, connections, and confidence as a designer.
John Mark Lasater
Class of Fall 2026
The biggest thing I took away from the National Student Show and Conference was that going outside the “normal” bounds of design is okay. Many speakers told us that they like to break what is considered the “norms” of design and use interesting textures and lots of colors. Going beyond what we expect can make design interesting, and taking risks can pay off. Don’t stay comfortable; take risks to grow!
Ashley Lillian
Class of Fall 2026
Going to the NSSC this year was very rewarding because I met new people and made connections in the design community. Going this year really made me regret not going last year, but I’m glad I got the opportunity to go this year!
Katie Bedewi
Class of Spring 2025
The actual conference was beyond helpful. I got my portfolio looked at and critiqued by professionals who want me to succeed. They gave me some very practical advice as well as some “keep going, you’re doing great” comments. Both were very needed and appreciated. Truly, I couldn’t be more grateful to have attended NSSC. It made me excited for my future, expanded my knowledge, and allowed me to network and connect with dozens of professionals who could help me in my future endeavors. I can’t wait to go back next year.
Makenzie Pratt
Class of Spring 2027
I think the NSCC was very encouraging and inspirational. It was great to hear from so many amazing professionals and receive personal feedback on my portfolio. Some key takeaways I have received are to take advantage of every opportunity, invest in relationships, and approach everything with purpose. I am looking forward to going to NSCC 21 next year!
Abigail Sanders
Class of Spring 2026
The conference allowed me to meet other UI/UX designers from different universities and studios. These connections allow me to learn more about the industry and improve my designs with feedback from people working in this niche. I got great feedback to improve my portfolio and left with a new confidence in my design abilities.
Abigail Murschell
Class of Spring 2026
The motion graphics sessions especially opened a new world for me. I left wanting to explore animation and storytelling even more. And the speakers were incredible—my favorite was Collins from New York. Their bold, poetic approach to branding really stuck with me and changed how I think about visual identity. Coming back to Baylor, I realized how much we’d benefit from having more design-focused classes, especially in areas like branding, motion, and digital storytelling. NSSC made me feel more prepared and excited for the future, and I wish more students could experience that kind of creative spark.
Allyson Estes
Class of Spring 2027
Attending the NSSC conference was a game-changer for my growth as a designer. I walked away with three major takeaways: the importance of being a jack of all trades, the need to develop more effective systems, and the value of having diverse styles. The experience gave me clarity, motivation, and new tools to elevate my work. I only wish Baylor’s curriculum offered more courses in motion graphics, UI/UX, and other emerging design fields—areas that are becoming increasingly essential in the creative industry and ones I’m excited to continue pursuing.
Nick Rhea
Class of Spring 2027
NSSC inspired me a lot. The speakers’ talks were impressive, and the event was a great opportunity to connect with other designers. Because it expanded my design view, this event allowed me to think more creatively and critically. I learned various ways of expression by seeing other designers’ work. The stories of keynote speakers who work as professional designers helped me understand the core of my industry. I also learned much from experience-based stories that we can never learn from textbooks.
Karen Koyama
Class of Spring 2027
