This marks the first project stepping into the “client” position as Marketing Director, rather than the Creative Director title. I partnered with a local agency Grown Creative out of Saint Louis to help me re-brand, and in many ways, launch a 127 year-old brand. I had only one demand – this had to be authentic, ownable, and worthy of who we are. We spent hours in the archives and explored more than a century of Principia history. From Bernard Maybeck’s architectural renderings to historic signets, inspiration emerged for a new custom typeface and a refreshed logo mark. The new P draws from a 1934 Girls' Athletic Association pin, blending tradition with modernity and honoring Principia’s legacy while looking boldly ahead.

The rebrand introduces a more sophisticated and historic logo system unifying the athletic and academic branding, replacing, older and more general logos.

College President, Dr. Meggan Madden, said, “This new identity is more than design; it is a promise. It points to the qualities we nurture here every day: character, curiosity, creativity, courage, and a deep care for one another.”