With expertise in branding, Fioramonti has been a professor for more than a decade with previous roles at The Art Institute of Charleston and The University of Baltimore. He explained that branding is “about deeply understanding what people want and why,” and using design to encourage certain actions or beliefs.
“I'm not an expert in psychology, philosophy, usability, or art, but I get to think about these things together in an applied and pragmatic way,” Fioramonti said.
While he established a career as a professor, Fioramonti was hard at work to make his second dream job a reality too.
“It took a very long time to get to a place where I was ready to start a business,” Fioramonti said about the beginnings of his brand consultancy and design firm, DarkSquare. “But when it came together, things moved quickly.”
As it turns out, his two dream jobs “complement each other well.”
Fioramonti said his work with the firm’s niche tech clientele keeps him fresh on business trends, industry best-practices, and developments in technology that could be relevant to his students.
“I bring these insights into the classroom to prepare my students for the industry as it is today,” he said. “On the other hand, my students help me stay sharp for industry work.”
Beyond getting a constant refresh on “core concepts and techniques” of design teaching the basics, Fioramonti said he’s been grateful for the expanded perspective he’s gained from working with younger generations.
“I may be in front of the classroom, but I feel like I have about 16 professors of my own sitting at the desks in any given class,” he said.
He’s confident this student-informed perspective and academic foundation of skills have given DarkSquare a competitive edge. At the same time, it's the context from and connection to his company that makes Fioramonti exceptionally suited to equip students for their own success stories in the industry.
The same is true for his colleagues in the program, professors Chris Smith and Diana Lodi, who both maintain strong connections to the graphic design industry through their continued professional work outside of Flagler.
Smith brings career experience in advertising and a passion for screen-printing to Flagler’s Graphic Design Program while Lodi brings expertise in user interface (UI) and user experience (UX) design as well as connections with established industry organizations like the American Institute of Graphic Arts (AIGA) and the American Advertising Federation (AAF).
“All three of us in the Graphic Design Program have considerably different backgrounds and experiences but similar perspectives, giving our students a well-rounded and industry-informed education that sets them up for success,” Fioramonti said. “We also have an impressive list of alumni who are doing amazing things in the field to prove it.”
In fact, DarkSquare itself has acted as a launchpad and partner for several such alumni.
“Long term, being a professor has turned out to be a fantastic business resource because I’m able to reach out to past students who are doing great work in their specialized fields and collaborate with them on client work,” Fioramonti said.
Most recently, his firm hired its first full-time Flagler alum, Alexa Kane, a Class of 2023 graduate.
“I wouldn’t have been able to land my first design job without the knowledge and connections I gained at Flagler,” Kane said. “The professors genuinely care about their students and provide real-world learning experiences through projects with strict deadlines and meaningful critiques.”
Alice Araujo, who graduated in 2021 with a Bachelor of Fine Arts (BFA) degree in Graphic Design, is confident she was equipped with far more than the basics.
“I graduated with a rich portfolio that showcased multiple skills,” she said. “I was confident in what I learned and in how I could keep learning once I was in the workforce.”
Graphic Design students showcasing portfolio work
The BFA capstone course, “Design Thesis,” which Araujo took with Fioramonti, requires students to take a semester-long research deep dive into a topic they produce a design project and thesis paper around.
“[It] allows our students to experience a self-directed process preparing them for design leadership roles after college and giving them a practical feel for the work they’ll be doing,” Fioramonti said.
Fioramonti said this thesis work, although a pared-down version, is "modeled after" what he was required to do as a Master of Fine Art (MFA) graphic design student at the Savannah College of Art and Design (SCAD).
There’s a “long story” behind why teaching graphic design as a career path became one of Fioramonti’s dream jobs and it’s admittedly a “far departure” from his start as a Fine Arts major at Alfred University.
But, having been a Fine Art student himself, Fioramonti said he feels strongly that those skills are essential to a successful graphic design program.
“For the Graphic Design program to be embedded in an excellent art department with talented, smart, and accomplished professors in their own disciplines is truly exceptional,” he said.
Chair of the department, Jason Schwab, said its common for Flagler’s Graphic Design students to take advantage of internships with leading agencies and small design firms in the area like Brunet Garcia, Adjective & Co., Future Friends, and M.C. Pressure.
Joe Fioramonti & daughter (left) with Jason Schwab (right) at past portfolio show
With many opportunities to gain valuable professional experiences, Fioramonti said Flagler’s graphic design students, especially those who graduate with a BFA, can move into “impressive careers” rather quickly.
“The entire Visual Arts Department at Flagler, including the Graphic Design program, is fantastic,” Fioramonti said. “I’m not just saying that because I teach here; the caliber of this department was part of what attracted me to apply for the position when it opened.”
