During the 2025–2026 academic year, students in Stevenson University’s Mill Agency partnered with the Baltimore City Mayor's Office of Small and Minority Business Advocacy & Development to support the planning and creative direction of their Small and Minority Business Advancement Conference.

Over the course of two semesters, students worked closely with city representatives to develop design concepts aimed at enhancing the overall conference experience while uplifting local businesses and entrepreneurs.

 

In the fall semester, students focused on research, ideation, and immersive learning experiences throughout Baltimore. Through site visits to locations such as Pitango Bakery + Cafe, Pendry Baltimore, and the Baltimore Convention Center, students analyzed how physical spaces, branding, and customer experience come together in real-world environments. These insights informed early concepts for the conference, including exhibit layouts, environmental design, and audience engagement strategies.

 

Students also began developing creative directions for the event by generating potential slogans and overarching themes for conference advertising. A key focus was designing a dedicated relaxation space for registrants, ensuring attendees would have an environment that balanced productivity with comfort.

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In the spring semester, students built upon their initial concepts through deeper community engagement and client collaboration. Visits to the Baltimore City Mayor’s Office of Small and Minority Business Advocacy & Development headquarters in Druid Park provided a closer look at the mission and impact of small and minority business advocacy across Baltimore. Students also connected with local entrepreneurs, including MJ, owner of Retrospect, a vintage clothing shop, to better understand the needs and perspectives of the businesses the conference serves.

 

Using the branding systems, logos, and visual directions developed by students in the fall semester, the spring cohort brought the project to life through a wide range of deliverables. Students designed posters, t-shirts, buttons, tote bags, coffee cup holders, banners, and additional promotional materials to create a cohesive and recognizable identity for the conference across multiple touchpoints.

 

Additional visits to the Baltimore Convention Center allowed students to refine their spatial concepts and better visualize how their ideas would translate into a large-scale event setting.

By the end of the academic year, students produced a range of creative solutions including conceptual exhibit designs, branded messaging, and experiential elements aimed at elevating the conference atmosphere. Their work contributed to shaping a more engaging, inclusive, and thoughtfully designed experience for attendees and participating businesses alike.