Alumni Newsletter - Connected, CSU, Chico
Alumni Profile
Alan Rellaford, Class of 1982
By Chelsea Rei
The Chico Experience. We've all heard about it. But what exactly is it? That was the question posed to the University after the Western Association of Schools and Colleges (WASC) visit in 2007. Alan Rellaford, the creative director of the University, was challenged with answering that very question.
“The WASC review team said, ‘Chico Experience? That sounds like market speak.' So we spent the better part of a year researching and defining it. When WASC came back this year, they were very complementary.”
Along with defining the Chico Experience, Rellaford's position as creative director includes the University's branding strategy. The branding strategy is essentially the image of the University and how we choose to represent ourselves. His job is to make it an “accurate reflection of who we are.” As a university, as a community, what differentiates us from other universities? This includes the visual representation, the banners throughout campus, the University logos, and the new Web site that is set to launch at the end of January.
“I'm really enjoying this. I'm the first one in this position, so it's uncharted waters, but it's a privilege. It's a great testament to the president's commitment to the University that this position exists.”
When asked if Chico State was his first choice, Rellaford said, “Well no, but it doesn't mean it wasn't the right one.” He had imagined becoming a pilot and joining the Marines. But when he found out his eyesight wasn't good enough, he thought, “I had always loved drawing and I was into automotive design, and then I found out about the graphic design program here.” He graduated from Chico in 1982 with a degree in visual communications and graphic design.
Rellaford started teaching here in 1997. He chalks up his move back to Chico as a coincidence. After working at design companies Sargent & Berman, Bright & Associates, and Landor Associates, “I was looking for a change. I had interviewed with Cal Arts for a teaching position. But I went for a run one day and thought, if I was going to teach I'd want it to be at Chico State. A couple days later, Gregg Berryman called me and said there was a position open. It was only supposed to be for six months.”
This coincidence, Rellaford says, is tangible evidence of his Chico Experience. “It's a testament to connections. I've known Gregg Berryman since 1978. He was my faculty advisor. We maintained a close relationship over the years. And I can directly credit Gregg for my job here, for my job at Sargent & Berman. I owe a great debt to Gregg for that.”
So what is the Chico Experience? It's a hard one to define. “To summarize it in a word, I would say authentic,” says Rellaford. “It's a very real, natural, and personal experience, and I think that's because people here really care.”
The Chico Experience speaks for itself; ask any Chico State student, past or present, why they chose Chico and a story will issue from them with much gusto and enthusiasm, and all the stories will be similar. Chico has that special something. That hometown feeling that makes you wish four years was a little bit longer. Just ask Alan Rellaford.
