Brand Storybook for Aligned Culture

Authentic brands are grown from the inside out through radical commitment to values, which leads to audience engagement that feels true and leaves lasting impact. The first brand question isn’t “How do we want to be perceived?” it’s “How do we want to work together and what for?” Entering the Center for Action and Contemplation (CAC) as the organization’s first creative director, I dove headfirst into discovering the deepest truths of the founder Richard Rohr’s teaching, the organization’s history and culture, and the executive director’s dreams for the future.

I then initiated the development of what became “The CAC Storybook,” which was a vehicle for rewriting vision, mission, and values statements and articulating a strategic framework that all of leadership could understand and apply. The book also became the thread to carry the founder’s legacy forward after his retirement. The book is now a key component of new staff onboarding, program development, partner relationships, and an ongoing reminder to the organization of their purpose and shared story.