Blog
How to Choose a Creative Career Path; Or Do You Have to Choose Just One?
Why Choose One Career When You Can Have It All?
That might not be the official motto of Furman’s Master of Arts in Strategic Design (MASD), but it certainly captures the spirit of the program.
Furman University is known for its interdisciplinary liberal arts education and stunning campus in Greenville, South Carolina. That same multi-faceted approach extends to its graduate programs — especially MASD.
The MASD program blends the best of art, business, communication and English, giving students a chance to explore a variety of fields or specialize in their passion through a robust list of electives.
What Is Strategic Design?
Strategic Design is an interdisciplinary approach that combines creativity, business strategy, communication and technology to drive innovation and solve complex problems. It prepares students to think holistically and act effectively across a range of industries.
Below are four fields where Strategic Design is in high demand — and how MASD prepares students to thrive in them.
Marketing & Advertising Creative Careers
In marketing and advertising, great design strategy drives business growth — boosting revenue, building customer loyalty and enhancing brand perception.
Through MASD, students learn how to analyze market segments, competitors and customer behavior to develop campaigns aligned with brand goals. Strategic design ensures marketing dollars are spent with purpose, leading to stronger returns and more meaningful customer engagement.
Example careers:
- Art Director
- Marketing Strategist
- Creative Director
- Digital Content Manager
Technology & UX/UI Careers
User Experience (UX) and User Interface (UI) design are more than industry buzzwords — they’re crucial to how people interact with technology. Strategic Design supports UX/UI by improving product usability, accessibility and aesthetic appeal.
In the MASD program, students learn to wireframe, prototype and build digital experiences that reflect brand values and user research.
Example careers:
- UX/UI Designer
- Product Designer
- Human-Centered Design Specialist
- Digital Experience Strategist
Branding & Art Direction Careers
When most people hear “branding,” they think “logo.” But brands are built on much more — voice, visuals, story and emotion. Strategic Design connects these elements through intentional storytelling and consistent identity.
MASD equips students to lead brand development that resonates — visually, verbally and emotionally.
Food truck brand kit by Chris Turner, MASD ’25
Example careers:
- Art Director
- Brand Strategist
- Creative Director
- Packaging & Visual Designer
Corporate Innovation & Business Strategy Careers
Strategic Design brings creative thinking into the boardroom. It enhances traditional business strategy by introducing customer-centricity, creative insight and cross-functional collaboration.
MASD graduates are uniquely prepared to connect design and business, helping companies develop better services, experiences and systems.
Example careers:
- Innovation Strategist
- Business Design Consultant
- Customer Experience Designer
- Brand Experience Manager
Built for the Multi-Passionate, Future-Focused Professional Job Market
Each of these industries needs people who merge creativity with strategy — and that’s exactly what a Master’s in Strategic Design cultivates. MASD graduates enter the workforce with a refined portfolio, real-world experience and the skills to make an immediate impact.
Students come to MASD from a variety of undergraduate backgrounds — from religion to sustainability, education to political science. Some enter with a clear path; others come to explore their creative potential and discover their focus through hands-on courses and mentorship.
Regardless of background or future plans, every student receives one-on-one guidance and instruction from design professionals. Over two years, they build a powerful portfolio that demonstrates their ability to lead in marketing, UX/UI, branding, advertising and innovation strategy.
Furman’s MASD program empowers students not to choose a single path — but to design their own.