PSPA Journalism Summit
Project Overview
This project involved leading the creative direction and marketing execution for the PSPA Inaugural Journalism Summit, a two day event in Philadelphia designed to connect student journalists with industry professionals through panels, workshops, and networking opportunities. The summit serves as a cornerstone initiative for the Philadelphia Student Press Association (PSPA), reinforcing its mission to elevate student media and expand access to real world journalism experiences.
The goal of this project was to develop a cohesive and engaging event identity across all touchpoints, including social media, digital and print design, website experience, and promotional materials. Each element was created to build awareness, drive attendance, and establish the summit as a credible and exciting opportunity for student journalists across the region.
Rooted in the fast paced, evolving landscape of modern media, the creative direction balances professionalism with a student first energy. The visual system and messaging were designed to feel dynamic, accessible, and forward looking, reflecting both the ambition of emerging journalists and the collaborative spirit at the heart of PSPA.
TYPE OF PROJECT
Event Branding, Marketing Campaign, and UX
YEAR
2026
ROLE(S)
Creative Lead, Marketing Designer, Social Media Designer, Brand Designer
TOOLS USED
Canva, Adobe Photoshop, Adobe InDesign, Shots.so
Website Overview
Mobile Website
Look of the Summit
This project captures the full scope of building an event brand from the ground up, translating a single idea into a complete visual and digital experience. From early concept development to final execution, every element was intentionally designed to feel cohesive, recognizable, and engaging across platforms. The work reflects a balance between strategy and creativity, where design choices were guided not just by aesthetics, but by how students would interact with, experience, and remember the summit.
The result is a unified identity system that lives across social content, physical materials, and the event environment itself, creating a strong and consistent presence before, during, and after the summit.
Social Media Overview
The social media rollout was designed to build momentum, communicate key information, and create a recognizable visual presence leading up to the summit. Content was structured across multiple phases including early awareness, announcement, countdown, and final push, ensuring consistent engagement over time rather than a single promotional moment.
Ads & Promotions
The advertising rollout was designed to build awareness, drive registrations, and extend the Summit’s reach beyond organic channels. Ads were developed across multiple placements and stages leading up to the event, with performance tracked through reach, impressions, clicks, and engagement to measure their impact.
Reach: 27,069
Impressions: 41,999
Link Clicks: 851
Reach: 9,960
Impressions: 14,113
Link Clicks: 544
Reach: 6,048
Impressions: 9,132
Link Clicks: 213
Reach: 3,013
Impressions: 4,140
Link Clicks: 142
Outcome
The Summit brought the visual identity and marketing strategy to life through a cohesive digital and in-person experience. From the website and social media rollout to advertising, promotional materials, and event branding, each touchpoint worked together to build awareness and create a recognizable presence leading up to the event. The Summit ultimately brought student journalists and industry professionals together for two days of panels, workshops, and networking in Philadelphia.
Via: Sam Lampenfield
Via: Sam Lampenfield