Institute for Worship Studies
Evolving an established theological institution without erasing where it came from.
Category
Creative Direction / Brand Identity / Institutional Design
Client
The Robert E. Webber Institute for Worship Studies
Year
2025
Location
United States
Role
Creative Direction / Brand Identity / Institutional Design
Services
Creative Direction / Brand Identity / Institutional Design
Overview
The previous identity had become outdated. Leadership wanted something timeless, modern, and clear — an evolution that honored the institution's heritage rather than replacing it.
Outgrowing the old identity
Outgrowing the old identity.
The previous identity had served its time but no longer reflected the institution's stature. Leadership wanted something timeless, modern, and clear — without severing the thread of where the institution came from.
Evolution, not erasure
Evolve the institution without erasing where it came from.
The new visual system was intentionally built from the previous identity, preserving meaningful institutional heritage while giving it a clearer, more durable form.
Four movements. One identity.
Four movements. One identity.
An existing IWS theological framework — Gathering, Word, Table, Sending — was collaboratively translated into the visual shield system, giving the mark meaning rather than decoration.
- Gathering
- Word
- Table
- Sending
A system, not a mark
A system, not a mark.
The identity was built as a system with scale and composition — not a single logo forced into every surface.
- Primary logo
- Stacked logo
- Shield
- Formal seal
Tradition meets clarity
Tradition meets clarity.
Typography, color, and guidelines were developed to carry the institution's voice with clarity across every application.
From identity to institution
From identity to institution.
The system extends across the full life of the institution — from the page to the ceremony.
- Stationery
- Business cards
- Banners
- Digital use
- Commencement
- Invitations
Gallery
Credits
Creative Direction: Joseph Amaya Graphic Design: Ian Pujol
Outcome
The rebrand was fully adopted by the institution and received an extremely positive response.