The Advanced Graphic Design Studio class (COM 417) was approached by Dr. Megan Kittle-Autry to redesign William Peace University's Student Showcase. Before any designing even began, our group spent two weeks compiling what we knew about Student Showcase, what this event meant to us, researching what its importance was to students and to the public, identifying its strengths and weaknesses in past years, and brainstorming potential ways to improve Student Showcase for this year. Most importantly, perhaps, was defining what our target audience was and thus how we would develop the identity of the brand of Student Showcase. We came to realize that we had two audiences to market to with two different style approaches to most effectively reach: the current students at William Peace University and the public outside of WPU. Our design goal, we decided, was to give the students more ownership over Student Showcase (Where the students become the teachers, as one of our group members so eloquently put it). Once we defined what was most important about Student Showcase as a brand identity, we were able to begin moving forward with the design process of making a new style and deliverable for this event.