When Matt Laumann started pursuing his MFA, his world was different. The pandemic hadn’t happened yet, and only one of his two daughters had been born at that point.
The idea of pursuing a terminal degree and the massive task of a thesis seemed like a challenge worth facing—until it wasn’t.
He hit the roadblocks many thesis students face in the grueling research phases and his original passion to dissect the designs of craft beer packaging started to peter out.
“It was difficult to try to find something to really connect with the research,” he said.
Then two UBalt alumni and The University of Baltimore’s Centennial celebrations in 2025 would bring Laumann the opportunity and encouragement he needed to finish his thesis with a unique project added to his portfolio.
Megan Rhee, a professor and alumna of the MFA in Integrated Design program, connected Laumann with Peter “PJ” Sullivan, another UBalt alum who runs a nearby craft beer brewpub called Wet City.
Rhee considers the partnership “a full-circle moment” as Laumann’s thesis chair, an alum, a designer and director of the program she graduated from.
“I know firsthand how tough the thesis phase can be with balancing research and creativity. Being able to help connect and reinvigorate Matt through this opportunity was deeply meaningful,” she said. “I got to support the process not only academically but also as a collaborator, alongside PJ, a fellow alum who's now an entrepreneur and owner of Wet City. It’s the kind of real-world, research-informed design work we strive for in the MFA. Seeing it come to life like this, with so many UBalt fingerprints on it, is exactly why I love what I do.”
Laumann used his research to design Centennial-themed cans of Sullivan’s beer for him to sell at UBalt’s Centennial Rock the Block event. One featured Edgar Allen Poe, as a nod to a favorite feature at the Baltimore campus, and the other featured Eubie, UBalt’s beloved bee mascot. He even joined Sullivan to pass out the beers at the event.
“One of the things that I love is seeing the work actually in the real world,” Laumann said. … “Seeing students and alums and the University enjoying them was just a thrill of mine to see that come full circle.”
Laumann wasn’t the only one to appreciate the cyclical nature of the opportunity.
Sullivan graduated from UBalt in 2004 with a master’s degree in Publication Design, which is now the M.A. in Integrated Design program. He opened Wet City a few blocks from campus in 2009 with his brother.
Despite the career turn, he said he uses what he learned at UBalt often, especially in social media and website design, branding and promotional materials, and menu design.
When the idea to work with Laumann on a can design project came his way, Sullivan quickly agreed.
“I've been trying to get more involved with UBalt and the surrounding neighborhood communities for a while. So, when UBalt reached out, it was a great feeling. After college I stayed in the neighborhood, living and eventually owning the brewpub in Mount Vernon. I love this neighborhood and the character of the people in this community.”
Laumann kept Sullivan close as he narrowed his designs, and Sullivan appreciated that.
“Matt was easy to work with. He's a great designer. I just wanted the design to be fun. If the design is fun, you get a greater engagement and then it makes the marketing goals more attainable,” Sullivan said, adding, “The designs are lively with bright colors and a lot of personality. I think they stand out and will attract people to them. I wouldn't be surprised if people are going to want to keep a few at home to remember the celebration.”
