Texas

christian

university

For Texas Christian University’s 150th anniversary, a milestone with deep institutional significance, I helped lead the strategic exploration and creative development of a brand extension that connected the university’s rich history with its vision for the future.

Working side by side with senior creative leadership, I helped shape the creative direction based on insights gathered through archival research and from interviews across the TCU community.

A metallic shield-shaped badge with the Mercedes-Benz logo, inscribed with '150', 'x 2013', '188.16', and '2013', resting on a textured light-colored surface.

Rather than treating the sesquicentennial identity as a stand-alone logo project, the work was approached as a bridge between legacy and forward momentum. Through archival research, interviews, and landscape review, key themes of heritage, community, service, and leadership emerged across generations.

The visual identity drew inspiration from the Frog Fountain, a familiar campus symbol, which embodies continuity, shared experience, and the passing of knowledge over time. The mark was designed to live comfortably alongside TCU’s primary identity while clearly signaling a once-in-a-generation celebration.

The sesquicentennial branding launched in 2022 and became a recognizable symbol of the anniversary, appearing across campus, institutional communications, and national visibility opportunities.

More broadly, the work reflects an approach rooted in research, collaboration, and thoughtful brand stewardship — shaping creative direction for a complex, multi-audience milestone without compromising existing brand equity.

Collection of TCU celebrating 150 years from 1873 to 2023, with logos, emblems, and text in purple and white.
A person taking a photo of a large mural. The mural has the text "LIVE A LIFE STORY WORTH LIVING" and features the TCU logo and a graphic of a train. The mural commemorates TCU's 150th anniversary from 1873 to 2023.
A woman playing a grand piano on stage at a concert hall with purple lighting, and a large '50' number as part of a decoration or backdrop.
Flag with TCU logo and text urging to lead on 15 near colorful autumn trees.
Large crowd gathered outside in front of a building at night, with a sky display of the number 150 and a nautical-themed circle with a sailboat and map elements illuminated in purple lights.
Group of people celebrating during a bell-ringing ceremony on a balcony at the New York Stock Exchange.
A basketball player in black practice gear is dunking a basketball into the hoop during warm-up or practice.
Close-up of a graduation cap's tassel with a metallic charm engraved with 'TCU 150' hanging from a purple cord.
A graduation cap surrounded by colorful confetti celebrating TCU's 150th commencement in 2023.