Byline to Bloodline

A Family Legacy in Print

Press & Journal Publications, Inc. was a family-owned newspaper based in Middletown, Pennsylvania, serving its community for over 160 years. As part of a five-generation legacy, I helped guide the creative transformation of the brand, honoring its deep local roots while adapting to a shifting media landscape. My work contributed to the paper’s recognition as Pennsylvania’s #1 Weekly Newspaper of the Year—one of seven we produced during our tenure.

Responsibilities:

Led and collaborated on a comprehensive company-wide rebrand, promotional strategy, and creative direction.

Oversaw design, editorial, and marketing initiatives that celebrated the publication’s legacy while modernizing its voice, visual identity, and digital reach.

Supported both internal teams and community engagement through strategic storytelling and creative leadership.

Challenge:

With digital disruption and declining local print readership threatening traditional journalism, Press & Journal faced the challenge of staying relevant in a rapidly changing world. The brand needed to balance nostalgia with innovation—preserving its identity while reintroducing itself to a modern audience and fostering new loyalty among readers.

Approach:

Working closely with the leadership and editorial teams, I led a full-scale rebrand that unified design, messaging, and community presence.

  • Developed a refreshed visual identity system rooted in heritage yet forward-looking in tone.

  • Modernized print and digital layouts for stronger storytelling impact and readability.

  • Directed creative editorial pieces that blended journalistic integrity with visual storytelling.

  • Launched campaigns celebrating the community’s shared history and the publication’s pivotal role in shaping it.

Outcome:

The rebrand reenergized both staff and readership, reaffirming the Press & Journal’s position as a cornerstone of community journalism. The publication earned multiple creative and editorial honors, including recognition as Pennsylvania’s #1 Weekly Newspaper of the Year.

Though the paper printed its final issue in 2020 (PennLive article), the legacy of storytelling, craftsmanship, and community connection continues to shape my creative philosophy today.

A woman with purple and black hair and colorful glasses smiling behind a computer monitor displaying a newspaper front page. The monitor shows headlines about a school district and a musical, with smaller images and articles visible. The desk in front of the monitor has various notes, a small figure, and office supplies.

Every decision was guided by the question: How can design serve the story—and the people behind it?