The King's University

The King's was founded in 1997 by Pastor Jack Hayford in Van Nuys, California. After a mandate from God, Pastor Jack relocated TKU's primary campus operations to Southlake, Texas, under the stewardship of Gateway Church (and founder, Robert Morris). That was 2014.

Pastor Jack passed away in early 2023. During the summer of 2024, the accusations against Robert Morris came to light. When we met the faculty, staff, and students of The King's University later that fall, they were still reeling, navigating high turnover and enrollment pressures. But it was clear: they didn't know who The King's was and what it stood for any longer.

That was when we got to work.

Mel's role

Research & Analysis

Competitive analysis
Stakeholder questionnaire + survey development and deployment
Focus grouping and interviewing
Brand health assessment

Brand Strategy & Creative Direction

Producing creative anchors/concepts to guide overall brand direction
Overseeing design strategy (logo development, color direction, and font choices)
Building brand platform (mission, vision, values, core positioning, voice, differentiators, tagline, and messaging)
Identifying core stakeholders, mindsets, and personas
Delivering brand book and strategic recommendations for implementation

The King's University

Mel's role

Research & Analysis

Brand Strategy & Creative Direction

Creative Concepts & Logo Designs

Theme: Head, Hands, and Heart | Evoke: The teacher/pastor relationship

Theme: Kingdom, Come | Evoke: The diversity of Christian perspectives

Theme: Word of Wisdom | Evoke: Teaching in the Spirit-empowered tradition.

The Final Brand

Brand lived-out