Clemson’s student-led brand agency Caddency faces Austin, Texas

March 27th, 2025 March 27th, 2025

Cadency, a student-led brand agency for Wilbur O. and Ann Powers College of Business, Clemson, visited Austin, Texas this spring. You will have the opportunity to visit companies, learn from industry experts and immerse yourself in the world of brand communication.

While planning this trip, Cadency students and mentors worked with AJ Hickcox ’13, Strategy Director of McGarrah Jessee and Graphic Communications alumnus. He suggested that Austin was a great trip for his students. In particular, the Southwest (SXSW) suggests that it is an annual event that introduces creativity, strategy and revitalization.

With Hickcox’s advice, Cadency was planning to visit Texas and was able to engage with different companies while he was there. Flying on Sunday night, the group itinerary began early Monday morning, brightly at Perini Ranch.

Perlini Farm

There is Perini Ranch for three and a half hours outside Austin in Buffalo Gap, Texas. Cadency students, known for their hospitality, were able to learn about how Tom and Lisa Perrini ’84 created and built the brand from scratch.

Perinis opened a restaurant on his break, treating Caddency students with invincible hospitality. Sitting at a picnic table under the blue buffalo gap sky, they learned what it takes to develop a brand, sampled the products and experienced what it would be like for visitors to Perini Ranch.

Hannah Griffith, a psychology major and Caddency Creative Services Manager, says learning from Perinis was the highlight of the trip for her. “Being able to hear from the founders of the brand itself gave me a different perspective. I really could hear their intentions and the heart and soul behind their stories.”

McGuller Jesse

Back in Austin on Tuesday morning, the group went to McGarrah Jessee. There, AJ Hickcox answered student questions with a personal tour of the office space and an overview of the company. Following the tour, Caddency students took part in a “sprint session” to get a glimpse into what the future of brand communication looks like. Students were given client issues to resolve and split into teams. They then went to the streets of Austin to conduct field surveys, analyze data and create presentations. After five hours of work, each team presented their ideas to the McGarrah Jessee team, which includes the brand manager and creatives who will be responsible for this client.

After the presentation, Hickcox expressed how impressed he was with the students’ work. “We didn’t know what to expect in just five hours, but we were blown away by the professionalism and deck presented. These guys are definitely capable of the workforce.”

South by Southwest (SXSW)

Also, while in Austin, SXSW was offering incredible brand activations. Brands such as San Pelligrino, Aveeno and Whataburger hosted many Caddent students.

Texas Star

A star of Austin’s professional hockey team, Texas, our students have learned that it takes a lot of determination to make it work in minor league sports. A panel of marketing and branding experts took students behind the scenes strategies of sports branding, including community engagement and digital storytelling. They also shared career advice and encouraged those interested in sports marketing careers to start with minor leagues.

Preacher

Following the Texas star, the Caddency Group visited the preacher. In recent years, the preacher who has been recognized as an agency standout, ad-age-based agency innovator in recent years has shown students how working in an agency looks like in today’s competitive space. Through panel discussions with agency experts, students learned how preachers developed and maintained a dynamic, collaborative environment while building a consistent brand identity.

Yeti

The final stop on the trip was Yeti Headquarters, where students were greeted by Clemson brand tumblers. Brand Manager Haley Williams and Austin McKenna, senior director of brand strategy, spoke about the importance of storytelling and how it is essential to building a strong and successful brand. They shared some of the stories of Yeti giveaways, Yeti’s YouTube platform, and showed how content and thought outside the box creates an emotional connection with the brand. Students also received tours and sneak peaks for upcoming campaigns.

Cadency lead and faculty mentor Jackie Herr organized and traveled several industry trips for Cadency. Meanwhile, she offers students great opportunities. “This is what our program is about. We want to expose students to all the latest and greatest events on the market right now. I love putting students off campus and hopefully providing that spark for what’s next for them.”

About Caddentity:

In 2020, Erwin Center for Brand Communications launched Cadency, an interdisciplinary, student-led brand agency. Caddentia is the opportunity for all major students to gain real-world branding experiences before graduating. Companies and organizations can ask about becoming clients, and students will receive guidance from faculty to help solve client problems, from research and insights to concept development. Cadency also offers students the opportunity to learn from industry and business leaders on past trips to Atlanta, New York, Chicago and the Pacific Northwest.