Managing Creative Talent Flow in Graphic Design Education

Abstract

This article examines the management of creative talent flow in higher education through the case of graphic design education. The relevance of the topic is determined by the transformation of the creative economy, the expansion of visual communication markets, the growth of branding, media design, digital platforms and artificial intelligence tools, and the increasing demand for graduates who can convert creative potential into professional visual communication outcomes. The article treats creative talent not as a static personal quality visible only at admission, but as a managed educational trajectory formed through the interaction of curriculum, studio culture, teacher feedback, visual literacy, digital tools, project practice, public visibility and industry links. The study uses a qualitative case study of the Department of Graphic Design and Media at Azerbaijan University of Architecture and Construction. The empirical material includes curriculum analysis, first-year studio exercises, diploma projects, portfolio materials, a pilot survey of 20 teachers and 124 students, and interpretation of university-industry links. The findings show that talent flow cannot be managed through a single tool. Basic exercises diagnose visual thinking; studio projects develop conceptual and systemic design capacity; portfolio practice documents growth; exhibitions, competitions and industry contacts provide visibility and transition to the labour market. The article proposes an integrated model of creative talent flow management: selection, diagnosis, development, studio practice, public visibility, portfolio, industry linkage and professional integration. The model can support curriculum renewal, assessment design and professional transition strategies in university graphic design education.