The Student Designer Behind the ASJA 2025 Conference Logo
Creativity has no age limit. That’s apparent from the tres chic logo for ASJA’s 2025 conference, “Always in Fashion NYC 2025.”
The logo is the creation of Elisha Ngatchou, 21, a senior at South Dakota State University, who designed it while working as a summer intern for Cetera Services, ASJA’s professional management company, run by Dirk and Angela Lammers.
Ngatchou, who hails from Brookings, South Dakota, said creativity has been a central part of her life, driving her passion for art and design. That drive led her to place first in a South Dakota state art show in high school, a recognition that affirmed her dedication to the arts and fueled an ambition to merge her creative talents with professional opportunities.
We caught up with Ngatchou in late summer at the end of her internship to find out more about how she created the logo, how she works, and what she does for fun. The interview has been edited for length and clarity.
Where are you in school and what are you studying?
I currently attend South Dakota State University, where I am studying graphic design.
How did you come to intern at Cetera?
Dirk and Angela informed me about the internship. I applied because I was intrigued by the company’s reputation and the role’s potential for professional growth. I was invited for an interview where I had the chance to discuss my qualifications, creative background, and enthusiasm for the position. I was delighted to receive an offer.
How did you come up with the logo for ASJA’s in-person conference in New York?
I wanted to capture the essence of journalism with a chic, modern twist, aligning with the conference’s tagline, “Always in Fashion.” Pens, a symbol of journalism, can be fashionable when incorporated with a sophisticated design. After I created multiple renditions, I repurposed a scribble from an earlier design—originally intended to resemble a hat—into a sleek element that fits seamlessly with the pen motif, giving the logo its distinctive and stylish look.
What tools do you use for design work?
When I’m ideating logos, I typically use Procreate on my iPad. It allows me to sketch and explore different concepts. Once I have a solid idea, I finalize the design using Adobe Illustrator. I prefer Illustrator for logos because it is a vector-based program that ensures that designs are crisp and scalable and maintain quality at any size.
What do you want to do after you finish school?
After school, I want to continue my passion for creating. I am drawn to companies like Cetera Services that focus on collaborating with talented individuals, serving their communities, and creating meaningful work.
What did working with Cetera and ASJA teach you about the writing business?
At Cetera Services, understanding and tailoring content to meet specific client needs is crucial. Additionally, ASJA’s advocacy and support for writers’ rights, including legal assistance, are essential for navigating the freelance landscape. Together, these experiences highlight the importance of client relations, professional growth, and leveraging networks for sustained success in freelance writing.
How important will AI be to the future of media and design?
AI can be a valuable tool for ideation and streamlining processes. However, AI requires human insight and creativity to effectively harness its potential. The main drawback lies in the risk of relying solely on technology, which could stifle originality and personality in creative work.
What’s the last book you read?
My top book for summer 2024 was The Husband’s Secret by Liane Moriarty. I finished it in just a few days because the storyline and unexpected twists kept me on the edge of my seat. The book’s well-developed characters made it a captivating read.
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Michelle Rafter is a Portland Oregon, ghostwriter specializing in management, people, technology, and workforce issues. She’s ASJA’s publications chair, and part of ASJA’s 2025 conference planning committee.