Hammond Academy for the Performing Arts ( HAPA)
2017 – 2018 Advertising Campaign
During my internship with HAPPA, I worked across departments to develop a cohesive visual identity for the school’s seasonal performances. My role combined design, photography, and video production with creative direction and project coordination. The goal was to create a consistent promotional system that honored each department’s individuality while strengthening the academy’s public-facing brand
Creative Direction, Graphic Design,photography & Video Production / Jordan Jefferson
Director of Student Programming / Scott Lewinsky
In collaboration with Morton Senior High School and Hammond Academy for the performing arts department.
The Challenge
Each department; music, dance, and theater, had distinct creative goals but no unified structure for promotion. With limited resources and fast-moving show timelines, the academy needed someone who could build and manage a streamlined creative process that could serve multiple teams, while also reflecting student voices and the energy of the performances themselves.
My Approach
I led the creation of all visual materials for the semester’s performances, working closely with the Creative Director, program instructors, and student leaders. I also collaborated directly with students to capture their stories and perspectives through short-form interviews and photo sessions.
To ensure consistency across materials, I designed a seasonal poster and digital asset system that could be easily adapted for each show. This allowed the academy to maintain one visual language throughout the year, even as each production had its own tone and identity.
What I Delivered
A complete seasonal poster series for 8+ shows
Over 100 edited rehearsal and performance photos
2 short-form interview videos with student performers
Custom Instagram graphics and print flyers
Organized delivery folders for ongoing access and reuse
All materials were optimized for both print and digital distribution, and I built templates to help the school maintain consistency after the internship ended.
Results
The final materials gave the school a more polished and professional promotional presence. Faculty and staff reported higher student engagement and improved communication with parents and the wider community. My design system was adopted as a framework for future shows, and I was invited to return to support additional events at the end of the academic year.
Design / Adobe Illustrator, Photoshop
Photography / Video / Cannon M3, Lightroom, Premier Pro
Collaboration / Student interviews, cross-departmental planning
Collaboration / Visual systems, timeline coordination, content delivery
In collaboration with Morton Senior High School and Hammond Academy for the performing arts department.