Beth Elzer (LA’93) has never been one to limit herself. She chose three majors over one (visual communication design, art history, and interdisciplinary film), decided she wanted to live in Europe a few years out of college and pitched a nonexistent job to a university (she was hired), and has merged her design skills and appreciation for science and technology in almost every job she’s held. A self-professed curiosity geek, she revels in work that has exposed her to human brains, complex robotics, and scientists researching mind-bending physics and life on Mars. “It’s very fulfilling to help advance projects that are working for the greater good of mankind,” she says.
Through art and creative director positions at the University of Edinburgh, the American Association for the Advancement of Science, Imperial College London, and now her own company, Beth Elzer Design, Elzer has developed innovative marketing and communications concepts throughout her career. Although the work has varied, she recognizes a common theme. “Every institution has its own unique challenges, but there is always the same goal of connecting with stakeholders in a meaningful way,” she says. Elzer especially enjoys collaborating on branding projects that help an organization reach its full potential. “I’ve always loved the challenge of distilling messages so that they appeal to a larger audience.”
“I’ve always loved the challenge of distilling messages so that they appeal to a larger audience.”
—Beth Elzer
Elzer regularly shares her expertise as a speaker at Council for Advancement and Support of Education (CASE) conferences worldwide, offering tips and best practices on producing magazines, branding large events, improving photography, working with creative talent, and sticking to tight budgets. She appreciates these engagements because of the atmosphere of camaraderie. “You feel like you’re part of a bigger family that understands the really challenging and complex issues the education sector faces,” she says.
After many years in the education and nonprofit fields, Elzer recently embarked on a new journey as a freelance creative consultant based in Washington, DC — a daunting but exciting change. “Safety nets can be a constraint,” she says. “Removing them has made me more resourceful and focused on defining what sort of professional and personal life I am trying to strike.” Working with clients throughout North America, Europe, and Asia, Elzer refers to herself as a design nomad who is called on to deliver a distinctive viewpoint. “Being the outsider often means I bring fresh insight and analysis to challenges. But having spent more than 20 years in-house, I know how the game is played and can help navigate and move a project forward in significant ways.”