HVS2025:
HTMA Virtual Summit
The HTMA Virtual Summit is an annual online educational event created for healthcare and holistic practitioners looking to expand their knowledge and testing options through Hair Tissue Mineral Analysis education. Since 2020, the summit has served as a learning and business-growth opportunity for practitioners by connecting them with expert-led presentations, course pathways, and extended educational resources.
The Goal:
Increase annual attendance, encourage practitioners to continue their learning through speaker-led courses, and drive sales of the summit video package for long-term access to the presentations and materials.
My Role:
Shaping the visual direction, coordinating speaker communications, building the summit experience across web and email, and supporting the promotional systems that helped drive registrations, engagement, and package sales.
The Tools:
Elementor/ WordPress, ActiveCampaign, Adobe Photoshop, Adobe Premiere Pro, Canva, Figma.
Creative Direction and Planning:
Each year, the summit branding is refreshed to keep the event feeling current while maintaining alignment with the broader HTMA education space. For 2025, I developed a visual direction centred on a vibrant, cooler colour palette to create a modern but welcoming feel.
The overall aesthetic was organic and soft, using gradients and flowing visual elements to create a sense of movement, as every health journey is never a straight path. This helped position the summit as both professional and approachable, which was important for an audience made up of healthcare practitioners and those who were HTMA curious.
Branding Colours
Templates & Stylescape Development:
To create the motion graphics for the summit, I customised the “Floating Orbs Opener” template by Hushahir and adapted it into the HVS summit opener using my branding colours and original imagery. Once the visual language was confirmed, I developed the stylescape and supporting brand direction for my social media partner, the only other person on this project. This gave her a clear framework for maintaining consistency across social content and promotional posts.
Creating this system early on helped streamline production and ensured the summit felt cohesive across every touch-point.
Speaker Coordination & Communication Strategy
Alongside the visual development, I began coordinating with confirmed summit speakers to communicate deadlines for biographies, headshots, presentation topics, slides, and promotional freebies.
One of the biggest improvements I applied from previous years was beginning this process at least three months in advance. From experience, I had learned that many speakers were balancing their own launches, events, and client commitments – building in more lead time reduced pressure on both the speakers, improved the quality of submissions, and made my overall production timeline far more manageable.
Although not every speaker’s schedule aligned, I successfully secured 17 speakers to pre-record presentations for the 2025 summit, allowing us to stagger content releases across the event week.
Intro Video Stylescape
Speaker Coordination & Communication Strategy
Alongside the visual development, I began coordinating with confirmed summit speakers to communicate deadlines for biographies, headshots, presentation topics, slides, and promotional freebies.
One of the biggest improvements I applied from previous years was beginning this process at least three months in advance. From experience, I had learned that many speakers were balancing their own launches, events, and client commitments – building in more lead time reduced pressure on both the speakers, improved the quality of submissions, and made my overall production timeline far more manageable.
Although not every speaker’s schedule aligned, I successfully secured 17 speakers to pre-record presentations for the 2025 summit, allowing us to stagger content releases across the event week.
Website Experience & Page Design:
Homepage Layout:
One of my key takeaways from this year’s summit was the importance of placing critical information above the fold. While the homepage was visually engaging, I realised too much high-value space had been given to a large banner area that did not do enough to communicate trust, credibility, or immediate value.
This was an important UX lesson. Users do not always scroll to find essential details, and relying on them to do so can reduce sign-up opportunities. Moving forward, I would prioritise key conversion points, social proof, and event clarity much earlier in the page structure.
Pre-Summit Page:
In the weeks leading up to the summit, registered users were directed to a pre-summit page that gave them the information they needed before launch. This page served as an orientation hub, explaining how the summit would work, what to expect, and where to return once the event went live.
It also included a call to action for the summit package, offering early access and lifetime availability of the educational presentations and materials for practitioners who wanted immediate access or the ability to revisit content later. This helped support package sales before the free summit week began.
Home page & summit basic wireframes
Pre-Summit Page:
In the weeks leading up to the summit, registered users were directed to a pre-summit page that gave them the information they needed before launch. This page served as an orientation hub, explaining how the summit would work, what to expect, and where to return once the event went live.
It also included a call to action for the summit package, offering early access and lifetime availability of the educational presentations and materials for practitioners who wanted immediate access or the ability to revisit content later. This helped support package sales before the free summit week began.
Live Summit Layout:
The summit officially launched at 9:00 a.m. ET on November 10. Using visibility logic in Elementor, I scheduled the summit presentations in advance so content could roll out automatically according to the planned release schedule sent to those who signed up prior to launch day.
From November 10 to 13, a new presentation was released each morning hour by hour. Along with the prior speaker scehdule, attendees received daily emails outlining which speakers and topics would be going live, while social media content was published in parallel to support ongoing visibility and attract additional attendees throughout the summit week.
This structure allowed the summit to feel active and paced, while reducing the need for manual updates during live delivery. I would check on the hour each morning to confirm my visibility logic was correct and summit-goers were receiving all content on time.
Email Marketing Campaign:
Email Campaign Automation:
All HVS2025 registrants were added to a dedicated email automation sequence. This campaign was designed to keep the summit top of mind in the lead-up to launch and throughout the event itself.
The automation included reminder emails about summit dates, daily presentation summaries, and calls to action for the summit package. The goal was to maintain momentum, improve attendance for each release window, and encourage continued engagement beyond the free access period.
Because the summit relied on timed participation, email played a critical role in audience retention and day-to-day traffic flow.
Summit page final product & summit opening day email
Email Marketing Campaign:
Email Campaign Automation:
All HVS2025 registrants were added to a dedicated email automation sequence. This campaign was designed to keep the summit top of mind in the lead-up to launch and throughout the event itself.
The automation included reminder emails about summit dates, daily presentation summaries, and calls to action for the summit package. The goal was to maintain momentum, improve attendance for each release window, and encourage continued engagement beyond the free access period.
Because the summit relied on timed participation, email played a critical role in audience retention and day-to-day traffic flow.
Key Takeaways:
HVS2025 reinforced how important it is to think beyond aesthetics and design every element around user behaviour, communication clarity, and conversion opportunities. From early speaker outreach to page hierarchy and timed content release, the success of the summit depended on strong systems as much as strong visuals.
This project strengthened my ability to lead creative direction while also managing logistics, communications, scheduling, and audience experience across multiple channels. It also highlighted valuable opportunities for future optimisation, particularly around homepage hierarchy, trust-building content, and conversion-focused page design.