Evolving a Legacy Institution for a New Generation
The Challenge
IHS had decades of credibility and a network of 7,000+ scholars and thought leaders, but its brand was not keeping pace with its ambition. Audience research uncovered a critical tension: longtime supporters needed reassurance that IHS remained grounded in its principles, while new center-left, entrepreneurial, and institutional audiences often misunderstood what the organization stood for. I needed to make a complex mission clearer, more relevant, and more compelling without sacrificing intellectual credibility.
The Solve
I led the creative transformation from strategy through execution. I used stakeholder interviews, audience research, and competitive insights to sharpen IHS’s positioning and translate a complex institutional strategy into a clearer story. I directed the evolution of the visual identity, messaging, and digital experience, built a scalable brand system in Corebook, and helped create Liberalism.org as a distinct companion platform designed to reach new audiences.
The Impact
I gave IHS a clearer, more modern platform for growth and a brand system built around its Vision 2030 ambitions. The work made IHS’s value easier for donors, partners, and new audiences to understand; created greater consistency across fundraising, communications, and digital touchpoints; and established a flexible brand ecosystem that could speak to audiences across the ideological spectrum without diluting IHS’s core principles.
Client:
Institute of Humane Studies
Role:
Creative Direction
Brand Strategy
Graphic Design
UX/UI Design
Date:
2026
The Process
01 / Define the TensionStakeholder interviews, audience research, and competitive analysis revealed where IHS was strong, where it was unclear, and where it had room to stand apart. The central challenge became clear: broaden relevance without losing credibility or core principles.
02 / Explore the PossibilitiesThe insights were translated into messaging, positioning, and visual pathways that explored how far the brand could credibly evolve. The work also defined the relationship between IHS and Liberalism.org so each could play a distinct role for different audiences.
03 / Refine What ResonatesThe strongest visual and verbal directions were narrowed through stakeholder feedback and message testing focused on clarity, resonance, differentiation, and action. What performed best became the foundation for the final brand direction.
04 / Scale the SystemThe final direction was built into a cohesive brand system spanning identity, messaging, digital, fundraising, social, events, and communications. The result was a more flexible platform designed to support IHS as it grows.
