Houston Institute: HI. A greeting, the start of a friendship, the start of a conversation, the naming of an institute – all rolled into one. Helping students to live their life well, with intellectual friendship connecting the past with the present.

Ground Level: Background + Challenge

Houston Institute helps the people of Rice University (USA) think deeply about the best way to live through the study of the liberal arts, especially philosophy and literature. Their main goal is to foster in students a habit of seeking and loving truth concerning life’s fundamental questions. Houston Institute, also know as HI, runs reading groups, public lectures, and mentoring. These are progressive areas in which to talk with the ability to for a ‘radical openness’ and the ability to speak ones mind in a safe space.

They are noncredit, so students come simply because they love literature and philosophy. HI attracts and connects people through a rare intellectual friendship, fostering empathy and understanding. They are also classical, seeing the relevance of enduring traditions of thought to the contemporary, pluralist university. Study areas range from ancient Greek philosophy, medieval European to twentieth century thinkers (Homer, Aristotle, Aquinas, Nietzsche etc).

The challenge was to clearly articulate, visually and verbally, that Houston Institute provides a platform for students to find the truth concerning modern life’s fundamental questions, through the discussion and study of classical thinking and philosophies. This needed to be brought to life by creating an updated brand identity and website that clearly explains what Houston Institute does and stands for. This would lead to a consistent message, a more stable and consistent audience and attendances, to be more attractive to benefactors, and to energise the internal team with a brand that truly reflects who they are and what they do.

Elevated Solution: Solution + Idea

The unique thing about Houston Institute is that they bring the ancient and the contemporary together, connecting the past and the present. Old truths, still relevant to everyday life today, but delivered in a different language and structure.

The solution was to imagine that the thinkers and philosophers of the past were talking in real time to you today, passing on their helpful thoughts on living your life in the present. As though they were having a dialogue, a conversation between (intellectual) friends. All conversations start with a greeting, and the answer for the logo was the initial letters of Houston Institute: HI. A greeting, the start of a friendship, the start of a conversation, the naming of an institute – all rolled into one.

The idea of the past thinkers talking in the present moment inspired their quotes, the conversational copy, the original paintings and drawings, and the animations that brought their thinking, and them, to life. Warm colours brought the emotive warmth to the brand, while referencing hues used in old paintings. Expressive script fonts hinted at the classicism of the subject matter, but also felt modern in their treatment. Overall the brand felt more personal, direct, and open to discussion, connecting the past and the present communities.