This study examined the phenomenon of what it takes to be a successful graphic designer. With an identity crisis in graphic design education, design curriculum is faced with uncertainties. With the diversity of programs and degrees in graphic design, the competencies and skills developed among the various programs reflect different purposes, thus leaving graphic design to carry many meanings. A qualitative, phenomenological approach was used to understand the essence of what it takes for graphic designers to be successful in the field of graphic design. This study also identified competencies and experiences graphic design professionals are looking for among entry-level graphic designers in order to build a more effective design curriculum. The researcher used open-ended interview protocol along with field-notes and participant observation for data collection. Criterion sampling was used to identify participants; interviews were conducted with nine graphic design professionals working in Iowa and South Dakota. Criteria for participant selection included: five or more years of experience in the field of graphic design, be currently employed within the field of graphic design in Iowa or South Dakota, and have at least either a B.A., B.S., or B.F.A in graphic design or related field. Seven themes emerged as a result of data analysis. Those include 1) it's business, not personal; overcoming criticism; 2) communication; 3) teamwork, 4) natural ability; 5) critical thinking; 6) design skills; and 7) ongoing professional development. Conclusions from the data analysis revealed design students should be proficient in the above competencies in order to be successful within the field of graphic design. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]