The Challenge

The Council of 75 was LeTourneau’s effort to invite individuals of significant success, integrity, reputation, and influence to help shape the university’s direction and invest in its future. An initiative aimed at that caliber of supporter could not look ordinary. It needed an identity that signaled prestige and seriousness from the first impression, while staying true to who LeTourneau is.

The Strategy

My goal was a brand that embodied both the prestige of the effort and the ideals behind it. I anchored it in a classically designed crest that could serve as the staple across every touchpoint, print and digital. For the aesthetic direction, I drew on a piece of design that had stuck with me for years: the black, gold, and velvet party invitation from The Count of Monte Cristo, a brief moment in the film that communicated exclusivity and quality with total confidence. The Council of 75 called for that same restrained, unmistakable sense of prestige.

The Design

The crest became the centerpiece of the identity. Its form and color palette acknowledge LeTourneau’s 75 years and fold in the identifiers and ideals the university is known for, giving it instant meaning to those familiar with the institution. From there I extended the mark across a full suite of materials: formal invitations, event collateral, a themes document, and details down to the napkins, so every point of contact reinforced the same tone of reputation and care.

The Outcome

The identity set the tone for how LeTourneau engaged its highest-level supporters and became the visual foundation for a capital campaign that far outpaced expectations. After surpassing its original $75 million goal, the university raised the target to $180 million and has since climbed to within $15 million of that mark.