center for worship leadership

Brand Identity | Social Media | Collaterals

The Center for Worship Leadership (CWL) is an exceptional education center at Concordia University Irvine focusing on worship music programs. The CWL's mission is simple yet powerful: to provide a community of empowered learners with support and inspiration to lead worship. In 2022, the director of CWL reached out to us for a challenging branding project. They would like a main branding system for CWL and a sub-branding system for their annual conference Worship Arts Leadership Initiative (WALi). The goal was to create two branding systems that are visually connected to show that they belong to the same family, yet powerful enough to stand on their own and reflect the unique personalities of each organization.

Because the center is often referred to as CWL and its strong association to audio and music, we started the branding process by developing a logo mark that combines the CWL letterform and sound waves.

We also created icons for various CWL programs such as the Podcast Network, Liturgies, and the Psalm Library.

After completing the brand identity for CWL, we discovered an ingenious way to connect CWL and WALi by infusing the same sound wave element into the letterform, creating a visual connection that accurately reflects the musical focus of both organizations. WALi is geared towards younger members and has a more youthful brand personality. So, we crafted a bold logo mark, paired it with a vibrant purple color palette, and voila! The final WALi brand oozes high visual energy and youthful, eye-catching graphics that are sure to grab attention.