Beyond the Gap: Interdisciplinary Design Thinking

The purpose of this project is to integrate marketing, public relations, design, and visual techniques in support of university experiential learning. The result of this project will be an effective brand for The Cortex Center at Marshall University – a public organization that seeks to connect academia with local non-profits, public entities, and businesses to address glaring needs in the Appalachian region. This study paves the way for future interdisciplinary collaboration between business, public relations, liberal arts, design, and computer science departments. The study is divided into three major components: marketing research, content creation, and advertising initiatives. The marketing section of the study employs multiple surveys, personal interviews, and focus groups to understand the needs and preferences of Cortex’s target markets. These marketing tactics will reveal student interaction with on-campus opportunities at Marshall University and investment in research internships. Based on these results, construction of Cortex’s creative content will include logo, website, and document design, along with a comprehensive branding guide. Finally, the two previous components will assimilate through original advertising materials to reach Marshall’s community and the local public. By putting the mission and former work of Cortex into video, graphic, and photographic format, potential participants can easily engage with the organization’s presence