SOCIAL MEDIA STRATEGIES SUMMIT
Building an Iconic Brand for the Nation’s Longest-Running Social Media Conference
LMI+D created the original visual identity for the Social Media Strategies Summit, the longest-running social media conference in the U.S. Our signature contribution—the now-iconic app globe—was designed to instantly evoke the global nature of digital communication and the societal influence of social media platforms. Since 2010, this symbol has served as the cornerstone of a cohesive and impactful event brand.
The brand’s success is rooted in a strategic approach: we elevated a single visual—simple, bold, and meaningful—to serve as a unifying thread across all event materials, from web to stage. Over the years, this globe became shorthand for thought leadership, industry insight, and digital connection.
The Challenge
Create a visual identity for a national B2B social media conference that would stand the test of time and scale as the event grew.
Conference Brochure Design: A polished multi-page piece that introduced the brand story and speaker lineup. The bold use of the app globe anchored the content and elevated the first impression for attendees.
"Linda has been GSMI's go-to graphic designer for nearly 10 years. Everything from brand concept and logo design, to event brochures, printed banners and ads - Linda has helped bring to life many of our longest standing conference brands. She's reliable, versatile, and brings amazing expertise and deep knowledge of graphic design to every project. I highly recommend working with her!Linda has been GSMI's go-to graphic designer for nearly 10 years. Everything from brand concept and logo design, to event brochures, printed banners and ads - Linda has helped bring to life many of our longest standing conference brands. She's reliable, versatile, and brings amazing expertise and deep knowledge of graphic design to every project. I highly recommend working with her!"
Breanna Jacobs, Senior Producer of Social Media, Content Marketing & Tech Conferences, GSMI
THE Iconic #SMSS Globe
A Custom-Built Symbol of Digital Connection
At the heart of the Social Media Strategies Summit brand is the app icon globe—a visual centerpiece that has become instantly recognizable to attendees and partners across the U.S.
Designed in Illustrator as a custom 3D rendering, the globe was built from a grid of app icons representing the ever-changing digital landscape. From Facebook and Instagram to platforms that have come and gone, the icon mix has evolved over time—reflecting the fast-paced nature of social media itself. At the center of the globe sits the GSMI logo, which LMI+D also designed to anchor the brand system with a strong, proprietary identity.
Over the years, this globe has become more than just a visual—it’s a symbol of credibility, scale, and staying power for the Social Media Strategies Summit brand. Its consistent use has helped unify a decade’s worth of design work, even as platforms evolved and sub-brands emerged.
#SMSS Merch
Custom Branded Tote Bag
A practical and stylish giveaway that turned attendees into brand ambassadors. The bold iconography and clean typography made the tote a recognizable keepsake.
A practical and stylish giveaway that turned attendees into brand ambassadors. The bold iconography and clean typography made the tote a recognizable keepsake.
Ceramic Conference Mug
Designed for both function and memorability, the mug incorporated the signature globe and event type, reinforcing brand presence during and after the summit.
Designed for both function and memorability, the mug incorporated the signature globe and event type, reinforcing brand presence during and after the summit.
Coordinated Event Lanyard
Designed to complement the badge system, the lanyard design was minimal yet impactful, contributing to a cohesive, high-quality brand experience.
Designed to complement the badge system, the lanyard design was minimal yet impactful, contributing to a cohesive, high-quality brand experience.
Color-Coded Name Badges
Professional, functional, and on-brand. Each badge featured strong typographic hierarchy and color variations for different access levels or attendee types.
Reserved Seating & Dinner Cards
These colorful, on-brand dinner cards used SMSS’s signature speech bubble motifs and bold color palette to reflect the dynamic, conversational nature of the event. Attendees used the cards to select from a range of post-conference dinners, each hosted by two industry speakers around a specific topic. Designed as both a networking tool and a practical guide, the cards listed the restaurant and details—attendees paid their own way, but left with meaningful connections.
Wayfinding & Sponsor Signage
Large-format signage and stage visuals featured high-impact messaging and color-coded tracks to guide and engage attendees throughout the multi-day event.
Results & Legacy
The SMSS brand dominated its space and became one of the most recognizable identities in the professional conference circuit. Even after the disruption of COVID-19 and the end of our direct partnership, the original brand system remains in use today—more than a decade later.
This project demonstrates the power of thoughtful, adaptable design that goes beyond trend—delivering longevity, clarity, and real impact.