By Staff
DOWAGIAC – Fehren Johnson, a graphic design student at Southwestern Michigan College, recently won first place in the Yellow Pages Association 2006-2007 Collegiate Creative Competition.
The 18-year-old Brandywine High School graduate competed against 1,800 students from colleges and universities across the United States to win top honors and a $2,500 cash prize.
Fehren submitted large and small directory ads, as well as an Internet directory ad for the competition, which was judged on May 7.
William Rothwell, Fehren's graphic design instructor at SMC, was contacted by the Yellow Pages that Fehren had been chosen as the first place winner.
Rothwell also received a first place award as the faculty advisor.
"These ads illustrate the very best in directory advertising," competition judges wrote about Fehren's graphic display ads.
"They attract attention, make excellent use of available space, differentiate the advertiser from competitors through both images and copy and project a consistently positive image across all sizes."
Judges looked for visually creative work that had potential to breakthrough directory clutter without sacrificing the communication of information likely to be important to the consumer.
The competition was open to college students who are pursuing an education in advertising, marketing, graphic design or a related field to create print and Internet Yellow Pages advertising.
Fehren's ads, which she did as part of digital publishing course at SMC, utilize color and artist design, as well as a photograph to immediately tell consumers about a business which provides dental care to children and adults.
Her large directory ad not only listed the types of services offered, telephone numbers and a small map to assist consumers with the business' location.
"I was surprised that I won," said Fehren, who is pursing a career in graphic design and eventually hopes to have her own graphic design business. "I liked working with the colors and making the advertising look nice. I wanted something that would pull all the information together."
Fehren, who is enrolled at SMC full time, said it took her about three hours to design the large directory ad.
"Fehren is a motivated student who is ready to accept difficult challenges," said Rothwell, who also received a $750 award as Fehren's faculty advisor. "She exhibits the outstanding creative thinking skills combined with excellent technical skills that are necessary for a successful career in graphic design."
This is the first time Fehren has received first place in a competition. As a high school student she participated in the Berrien County Intermediate School District Art and Science Expo, where she won third place and two honorable mentions.
"I do feel I am learning a lot at SMC by helping the customer and put myself into what they want," said Fehren. "Mr. Rothwell has definitely helped me. I wouldn't know half of what I know today if it hadn't been for him."
Fehren received an SMC Art Talent scholarship for her freshman year and in April was given the SMC Sophomore Art Talent scholarship, Rothwell said. Fehren will be honored during the June SMC Board of Trustees meeting.
The SMC graphic design students have entered various competitions over the past eight years that Rothwell has taught the course. But the Yellow Pages contest was the first national competition SMC graphic design students participated in.
"We have placed in several design competitions for the LAND (Liberal Arts Network for Development) Conference," Rothwell said. "That competition is only open to Michigan Community College students," Rothwell added. A few years ago SMC graphic design students took first, second and third place in designing the logo for the St. Joseph Venetian Festival.