If you built a Cathedral of Learning from LEGO® bricks for Valentine's Day or asked your Pitt Magic 8 Ball a question, you’ve seen it in action. 
What might look like a moment of fun or surprise is part of something much bigger: a deliberate approach to how a school shows up, connects, and stays with people.
That work is led by Libby Hilf, Director of Communications and Marketing at the University of Pittsburgh School of Public and International Affairs (SPIA). A longtime member of the SPIA community, Hilf brings a distinct perspective to her role—one that blends storytelling, institutional identity, and audience insight to shape how the school is experienced across every touchpoint.
At the center of her approach is a simple but powerful shift: moving from creating content for people to creating experiences with them.
That means designing moments that invite participation, spark conversation, and reflect the voices of the community itself. Whether through interactive activations, student-driven content, or unexpected campaign ideas, the goal is the same—make the experience real, and make it memorable. 
This approach reflects a broader evolution happening across higher education. Institutions are increasingly recognizing that connection isn’t built through volume or visibility alone, but through authenticity, shared ownership, and experiences that resonate on a human level.
At SPIA, that thinking is translating into a brand that feels both intentional and alive—one that doesn’t just communicate what the school offers, but invites people to see themselves in it.
Hilf’s work and perspective were recently featured by U.S. News & World Report as part of a national conversation on how universities are rethinking engagement through creativity, community-driven storytelling, and experience-led strategy.
Read the full feature: How Colleges Get Creative to Engage Students | U.S. News Higher Ground | U.S. News.