The Challenge

In 2021, a season of significant change, LeTourneau’s leadership launched a new strategic plan to unify the institution’s goals over the next three years. The marketing team envisioned more than a printed plan. They wanted a completely custom journal that would pair words from the university president with a prayer plan from the campus pastor, something faculty and staff could write in and return to throughout the plan’s implementation. My job was to bring that vision to life as a physical object worthy of its contents.

The Strategy

We chose the most meaningful and ambitious route rather than the easiest one. After working through size, form factor, and design, I partnered with production specialists to create a hand-sewn, lay-flat journal, a format that lets the book open completely and stay open, built to hold entries across all three years of the plan. Every decision served longevity and use. This was a book meant to be kept, not shelved.

The Design

I wrapped the hardcover in a charcoal, faux-linen texture and embossed it with the “Elements of the Strategic Plan” visuals from the brand system I had created for the plan, tying the journal directly to the larger identity. Inside, I laid out the president’s words, the campus pastor’s prayer plan, and space for personal reflection into a clean, considered reading and writing experience. The result was a quality piece worthy of the quality content our partners would write inside it.

The Outcome

The journal turned an institutional document into something personal and lasting, a daily, tangible touchpoint for the strategic plan that lived in people’s hands for three years. It extended the strategic-plan brand into a premium physical form and gave the university’s vision a home its community could hold onto.