Identity Redesign For School & Church Brand by Creative Chameleon Studio

Since 1906, St. Paul Lutheran Church has been sharing the gospel in Ann Arbor. In 1964, a fully-functioning school was in operation and amplified the reach and impact of St. Paul. Though it has a long history, the brand of St. Paul has faced growing pains. They have struggled with accurately presenting the church & school as a unified unit while reaching different audiences. The school wanted to be better positioned in the competitive landscape. And an outdated and disjointed visual identity was in need of a modern refresh. So we set out to revitalize the brand strategy and the design of St. Paul Ann Arbor. As we approached the identity development stage, we had to begin by evaluating the right aesthetic direction. We wanted the school and church to be able to share a logo, strengthening t