The Challenge

LeTourneau was entering a period of significant positive change, and leadership needed to unify campus partners around a shared direction. A strategic plan can easily read as a document that sits on a shelf. The task was to give it an identity compelling enough to bring a broad, multidisciplinary STEM institution together behind one mission.

The Strategy

Working in concert with university leaders and our marketing and creative team, I set out to find a single organizing idea that could hold the institution’s range. We landed on the periodic table. It is instantly recognizable, and more importantly, it is built on the principle of distinct elements combining to create new compounds and reactions, an apt metaphor for how the separate parts of the university would need to work together to move forward. That concept became the backbone of the entire identity.

The Design

I designed a flexible brand system around the periodic-table concept and built it to live everywhere the plan needed to show up. Over the following three years, the identity rolled out across hardcover books, bags, the website, communications materials, and a wide range of branded items, so that wherever campus partners encountered the strategic plan, they met the same cohesive, purposeful design.

The Outcome

The result gave LeTourneau’s strategic plan a recognizable face and a unifying language that carried for years. Rather than a one-time launch, the system became a sustained visual reminder of the university’s shared direction, reinforcing the mission across every audience it reached.