When Kevin Roberts took the helm of The Heritage Foundation as president in 2022, it was clear he need to establish his voice in the conversation of Washington D.C. and beyond. With the direction of consultants and colleagues in the foundation, a new brand was born. The style gives a nod to Roberts’s Texas roots and emphasizes his fresh voice in DC. This is achieved through hand-lettered logos and gritty textures.

Project included digital podcast art, palm cards for conference packages, YouTube cover art, social media content, mini football swag, mugs, and coasters.