How VCC uses real-world experience and AI to prepare design students for the workforce
As AI reshapes the digital media and design sector, Vancouver Community College (VCC) is preparing emerging designers to excel in an industry that blends human creativity with rapidly evolving technology.
VCC’s graphic design studio model is grounded in real-world experience
VCC’s Graphic Design program is the only one in Western Canada with a fully embedded real-world studio model, where students create industry-standard branding and digital design for local businesses and international charities. Working with live clients mirrors agency and in-house environments, helping students build professional portfolios while gaining a clear understanding of the industries and causes they want to pursue.
How VCC teaches AI in Graphic Design
Given its importance within professional creative workflows, responsible AI is now an integral part of the learning process at VCC. Students are taught to use AI to rapidly prototype concepts and explore visual directions in hours rather than weeks. They develop the judgment to evaluate outputs against real briefs, ethical standards, and client needs.
Ashlea Spitz, Digital Media Design Department Head at VCC, explains: "Design is fundamentally a people skill – AI is just the newest tool in it. What formal training really builds is judgement: knowing when to push back, how to navigate a design brief, what 'good' actually looks like for this client, in this context, and understanding the professional and ethical standards that AI tools simply don't carry on their own. That has to be learned by doing it with real people."
Gold Soda: a real-world branding project for VCC Graphic Design students
VCC recently undertook a partnership with Gold Soda via the VCC Foundation, giving students the opportunity to design the B.C.-based beverage company’s social content and to gain hands-on experience in client relations.
“Working with Gold Soda helped me build skills such as social media, communication, and entrepreneurship,” says Marc Ducusin, former VCC Graphic Design student. “It also allowed me to practise presenting ideas to clients and advising them on ongoing campaigns.” Since graduating, Marc has continued designing Gold Soda’s social media content in his role as a freelance digital media designer.
“Through hands-on experience combined with the latest technologies, our students are producing work at a level that prepares them to move into top national and international organizations,” says Lucy Griffith, Dean, School of Trades, Technology & Design, Vancouver Community College. “Our studio model helps students enter careers in creative leadership and brand direction.”
Preparing VCC Graphic Design graduates for an AI-enabled industry
As the skills needed in the graphic design field continue to evolve, VCC will keep partnering with industry to ensure students learn critical skills they need to succeed within the sector.
“We’ve been incredibly appreciative of our partnership with VCC and its Graphic Design Diploma program and have proudly hosted practicum students for several years now,” says Dennis Pang, Principal & Agency Director, Popcorn. “Students consistently come to us with strong, relevant skills that are immediately applicable to the marketing and advertising industry, along with a level of professionalism that stands out. They are clearly well prepared for the workforce, and it’s been a pleasure to support and work alongside such high-quality emerging talent.”
“Our partnerships with industry help us stay ahead of emerging needs within the sector,” says Griffith. “In doing so, VCC will continue to produce industry-ready graduates to ensure that in future, we still see a much-needed mix of relational and technical skills in the graduates entering the sector.”