Apostle museum branding
Throughout history, sports and athletes have captivated the world, transcending generations and cultures. Rooted in a biblical worldview, this project was inspired by witnessing athletes boldly proclaiming Jesus’ name on the world’s biggest stages. It taps into a universal search for purpose.
I created the branding for Apostle, an educational space and ministry platform that serves as a museum showcasing inspiring athletes and their testimonies. It highlights how they use their influence to glorify God and invites both athletes and everyday people to reflect on where they place their identity and worth. Visually, the branding embraces a modern aesthetic that connects with contemporary audiences while staying rooted in a deeper spiritual message. Ultimately, my hope is that Apostle encourages reflection, sparks curiosity, and helps visitors explore what Christ says about who they are.
The process and details
I created a “kit of parts” for generating a graphic identity for an imagined museum that I invented. My goal is to design a system that utilizes type, pattern, color, image elements, etc. and is capable of generating an open-ended set of variations rather than a fixed solution. Thinking expansively about what brands are and what they can do, going beyond the tropes of traditional, static logos and strict rules.
Flexible branding is the branding for the future and a company has to express the intention of, “My company is innovative”.
I started by researching the concept of flexible brands and identities, specifically studying the company Storey. Storey is a flexible workplace designed for teams who work in a traditional way—at their desks all day, every day, with many in-person meetings—based throughout London. They are an innovative concept that illustrates the endless pursuit of the next big thing.
I began by forming a client brief that considered the contents of the museum, its purpose, goals, and target audience. From there, I presented three unique concepts of what Apostle could be like through brand squares.
I envision this museum being located in major cities such as Chicago or New York, where its reach can extend beyond the physical space. While the museum itself will provide an immersive and purpose-driven experience, I believe its greater impact will come through strategic advertising. Whether displayed on city streets, in sports arenas, or through digital media, the museum’s promotional materials will aim to be thought-provoking and wisdom-filled rather than culturally opinionated.
I finalized the branding identity.
Both the primary logo and the supporting elements are designed with the Christian cross in mind and the message of faith and being on mission for Christ.
"Go therefore and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit,"
Matthew 28:19
I want the image palette to embody a raw, emotional aesthetic that captures the intensity of being an athlete. The colors and tones will emphasize action, emotion, and authenticity, highlighting the grit, passion, and perseverance that define sports. Depth is crucial—I want the visuals to feel immersive, pulling the viewer into the raw moments of victory, struggle, and resilience. Through dynamic contrasts, dramatic lighting, and textured elements, the palette will reflect the real, unfiltered experience of athleticism.
Reflection
This project pushed me out of my comfort zone at first, but it ended up being incredibly rewarding. I typically gravitate toward a more elegant and organic style of branding, so I made it a goal to stretch my abilities and explore a different aesthetic without limiting myself. Because I was unfamiliar with the style, I initially felt less motivated and creatively dry during the brainstorming stages—but that discomfort led me to discover new ways to begin the creative process. I learned how helpful deep research and spontaneous sticky note doodling can be to get back into a creative flow. Once I found my rhythm, I realized how essential discipline is as a designer, especially when it comes to meeting deadlines and delivering strong work.
Toward the end of this project, I also challenged myself to learn new software and platforms that initially felt intimidating. For the first time, I opened After Effects and began experimenting with showcasing my kit of parts through animation. Since motion design is completely new to me, I had to teach myself much of it. I'm truly grateful for this opportunity—it taught me how to be more self-sufficient and flexible as a designer.
