Located in the design-rich environment of Ann Arbor, University Lutheran Chapel faced a significant challenge: a lack of a strong, cohesive identity that truly reflected their mission and values. While the chapel had a long-standing presence in the community, its branding failed to convey the depth of its mission or stand out in a city known for its architectural and visual aesthetics. Without a clear and compelling brand identity, the chapel risked fading into the background in an increasingly competitive and visually sophisticated environment.