Crafting the brand and identity of a century-old institution


Sacred Heart Major Seminary is a Catholic institution of higher learning associated with the Archdiocese of Detroit. Located at the western edge of the Boston-Edison Historic District in north central Detroit, Michigan, Sacred Heart Major Seminary prepares candidates for the Roman Catholic priesthood for the Archdiocese of Detroit and for dioceses nationally and internationally. The seminary is a leading center of the New Evangelization forming priests, deacons and lay ministers who are prepared to bring the truth of the Gospel to an increasingly secularized world.

Sacred Heart Major Seminary engaged Boondock Walker to help shape their brand foundation and messaging, and create an identity system and guidelines to ensure impactful and consistent brand communications.

Sacred Heart Major Seminary

Sacred Heart Major Seminary


Detroit, Michigan


Brand Identity System
Brand Foundation
Print Collateral


The Boondock team worked closely with Sacred Heart leadership to establish a clear brand foundation for this nationally recognized Catholic institution of higher learning within the Archdiocese of Detroit. We collaborated in creating a framework that clearly defines their values and attributes, and how they create value. This framework includes a clear understanding of their vocation, philosophy and what sets them apart.
With a new brand foundation in place, Boondock worked to create a brand identity as an expression of Sacred Heart Major Seminary, including a refined logo and identity system, typography, color palette, photography and graphic styles. This "graphic language" has been impactful in unifying the many components and offerings of the brand and amplifying their overall impact. We also developed a series of educational program collateral, interior displays, exterior signage and promotional merchandise.


Brand communications from Sacred Heart Major Seminary are now clearer, easier to create, more impactful, and, above all, clearly recognizable. Unified communications reinforce the brand, which translates to more success in recruiting students and faculty, cultivating donors, soliciting funding, forging partnerships, and creating a real and lasting impact on their community, diocese, and Church.