CASE STUDY • PROFESSIONAL ASSOCIATION

Southern Political Science Association (SPSA)

Centennial brand refresh and multi-year conference systems (2023–2026) reflecting SPSA’s mission and “Experience Southern’s Hospitality.”

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Role: Creative Art Director

Scope: Brand refresh (Centennial) · Conference systems · Print/Digital/Motion

Situation

The Southern Political Science Association (SPSA), founded in 1929, is one of the oldest and largest political science organizations in the U.S. Its mission is to: build a culture of professionalism; foster networking and mentoring; leverage the Endowment (Travel Grants & Awards); and grow Membership for financial stability while preserving personal connections.

The Annual Conference is the flagship expression of this mission, drawing 1,000+ scholars, educators, and professionals each year. Known for its energy and hospitality, SPSA’s brand identity had become fragmented—split across “SPSA,” “The Southern,” and the full name—diluting recognition across touchpoints. With its 2025 Centennial approaching, SPSA needed a unified brand and conference creative system.

Problem

Inconsistent naming and visuals weakened recognition.
Year-to-year conference branding lacked continuity.
The Centennial needed to feel special without abandoning familiarity.

Solution

Centennial brand refresh (2025): unified “SPSA,” “The Southern,” and full name under one recognizable system.
Conference systems (2023–2026): posters, video agendas, bookmarks, postcards, and banners aligned to “Experience Southern’s Hospitality.”
Location-driven themes (e.g., New Orleans, San Juan) captured energy while staying on-brand.