Chance Johannsen - Press Publish LA

The Challenge

For the second annual Press Publish creator summit, led by Colin & Samir - leading a 3 day summit and stacked lineup of speakers, workshops, and curated fan and attendee experiences - brought on by Michole Martinez @ CNVS Collective and Jenny Tan @ AlteredXP, the goal was to evolve the existing brand identity into an immersive experience that reflected Colin & Samir’s vision for the future of creators while embracing the history of Hollywood.

Building on the foundation from year one in Press Publish NYC, we evolved and refined the brand system and introduced a new visual direction unique to Los Angeles - inspired by art-deco design, retro production environments, and classic Hollywood backlots. The experience explored the evolving landscape and connection between today’s creators and the establishment of Hollywood and filmmaking, celebrating the craft, tools, and storytelling poised to a new era of media creation.

Outcomes

Experiential Brand Development

Expanded the Press Publish event identity into a cohesive event experience, translating the brand into spatial design, environmental graphics, and production elements.

Spatial Design & Creative Direction

Developed a backlot-inspired environment using natural woods, retro materials, exposed construction details, and art deco influences to create a flexible system that felt both nostalgic and modern.

Event Planning & Execution

Led venue planning, floor plans, and production coordination to create a seamless attendee experience for the sold-out summit of over 600 creators.

Stage & Production Design

Designed the main stage as the focal point of the experience, blending retro, Art Deco, and Mid-Century Modern influences with the energy of Los Angeles’ film and media industry. The final design created a cinematic, backlot-inspired environment that celebrated the history of storytelling while providing a memorable backdrop for speakers, panels, and sponsor moments.

Conceptual Design & Creative Development

F&B "Crafty" Station

Extended the event’s backlot-inspired visual language into an elevated craft services experience, transforming traditional snack and refreshment stations into a curated “crafty” moment. Using stacked crates, raw wood materials, and eclectic shelving, the design created an organic, production-inspired marketplace feel. Marquee elements, shared graphic language, and layered styling brought the experience to life while reinforcing the connection to Hollywood’s behind-the-scenes creative culture.

Registration & Breakout Stage Design

Designed a dual-purpose registration experience that transformed into a backdrop for a breakout stage to maximize the functionality of the build and set construction. Utilizing the established design system, stacked box elements, and Hollywood inspired styling, this concept extended the backlot language throughout the entire guest journey layered with environmental graphics and additional brand moments creating a visual variety while reinforcing the overall Press Publish LA identity.