Full Scope Brand Identity & design Retainer
Daily Prayer Project
In collaboration with Joel Littlepage, Pastor | Grace Mosaic
The Challenge
To become more than a niche publication and truly emerge as a movement, The Daily Prayer Project (DPP) needed to articulate its vision with clarity and resonance. Ministers Ashley Williams and Joel Littlepage had built a thoughtful and growing community around curated daily prayer periodicals, but the project lacked a cohesive identity that could scale, invite participation, and clearly express its unique value to a wider audience. They needed tools that would help them share their story—and inspire their subscribers to do the same.
The Approach
We began by exploring what makes The Daily Prayer Project distinct: it’s not a traditional devotional, nor simply a liturgical resource. It curates a global, cross-cultural, and historical perspective on prayer, centering marginalized voices and creating space for a beautifully reverent, accessible spiritual practice.
The brand strategy work focused on naming, messaging, and tone—diverse, reverent, weighty, yet modern and minimal—while the visual direction aimed to embody this quiet gravity. Our creative considerations prioritized a refined, editorial aesthetic that honored tradition while resonating with modern sensibilities. We also redesigned the Living Prayer Periodical to improve usability and elevate the subscriber experience.
The Solution
We created a cohesive and flexible brand system rooted in clarity, reverence, and spiritual depth. At the center of the identity is the custom monogram logo, a mark shaped into a prayer labyrinth, powerful visual metaphor that turns the brand itself into a practice. The icon draws from the ancient Christian tradition of pilgrimage, inviting users into a slow, intentional, and inward journey of formation. The mirrored “D” and “P” letterforms open into one another, symbolizing both movement and mystery, an entry point into the sacred.
This labyrinth not only functions as a logo but also as a spiritual invitation, quietly anchoring every page in the brand’s deeper calling.
In addition to the mark, the brand system included:
Renaming and repositioning the product to align with its spiritual and cultural distinctiveness
A new tagline that invites users into an intentional, global rhythm of prayer
A refined color palette that draws from the Christian liturgical year.
A custom typographic system that reflects and editorial tone, being both modern and elegant
A new layout for the Living Prayer Periodical
A complete set of digital and editorial assets, icons, and a launch-ready landing page to support sales and subscriptions
Every aspect of the design—especially the labyrinth mark—was crafted to visually express the Daily Prayer Project’s commitment to beauty, belonging, and an expansive life of prayer.
The Impact
With a renewed visual and verbal identity, The Daily Prayer Project has grown in visibility, clarity, and impact. The rebrand has led to a significant increase in subscriptions and the hiring of additional team members to meet demand and deepen the mission. The updated identity system and redesigned periodical have enhanced the user experience, while the new tagline and digital tools offer language and visuals that invite broader participation.
Now, The Daily Prayer Project can confidently extend its invitation to animate a life of prayer thought the manifold beauty of the church.
