Since 1937, the Houston Endowment has been a driving force behind a rising Houston. Led by the convictions of their founders, Jesse H. and Mary Gibbs Jones, the Endowment ensures that every student and citizen has a fair and equal chance to succeed. From the creation of the Jones College for Women to their pivotal role in post-Hurricane Harvey recovery, they have been behind some of Houston’s most important initiatives in the last 80 years. As the Endowment looks forward, they looked to Preacher to help them modernize their image while holding onto their heritage. The organization has always been an undeniable city force; now, it needed to reshape its approach from always-there bank to strategic thought-leader. Through a dynamic and active identity system, we captured how strong the Houston Endowment’s roots were in the city and the many ways it helps Houstonians rise and shine. The rebranding includes a new logo mark, color palette, mission statement, and digital presence for the Endowment.