A bold new brand takes shape—built on connection, community, and shared values
At a time when many institutions rely on tradition to define their brand, Meadville Lombard Theological School saw an opportunity to do something different—something deeply personal. Their new visual identity, anchored by a honey badger mascot named Theo, isn’t just a logo refresh. It’s a full-on embrace of inclusive design that puts emotion, community, and connection at the forefront.
That vision extended beyond the digital world into something people could see, hold, and share. From wearable messages to campus cutouts, the school brought its mission to life through thoughtful merchandise and design choices that transformed abstract ideals into tangible symbols of pride.
A Bold Departure from Conventional Branding
Meadville Lombard’s leadership knew that a traditional rebrand wouldn’t cut it. Instead, they set out to create something that felt human. “We knew that Meadville Lombard needed a symbol that wasn’t just visually striking, but emotionally resonant,” says Chloë Westerfield, the creative lead on the project. “Our identity had to speak to everyone.”
That idea—making space for everyone—guided the school’s journey from the beginning. The result: a new visual system built around warmth, inclusion, and community pride.
The Birth of Theo: A Mascot with a Mission
Enter Theo. A honey badger with heart, Theo uses they/them pronouns and wears a scarf reminiscent of ministerial stoles. Their look incorporates Meadville’s Unitarian Universalist symbols and projects an approachable, resilient energy. “Theo isn’t just a mascot,” Chloë says. “They’re a manifestation of our mission—friendly, courageous, and welcoming to every voice.”
Theo is also instantly likable and incredibly versatile. That’s part of what made the character a perfect fit for custom merch—created in collaboration with partners who understood the message behind the design and helped translate it into pins, stickers, and other meaningful pieces.
Designing for Impact and Connection
Every detail in Theo’s design was intentional, and Chloë worked closely with illustrator Kenna Smith to bring the final designs for Theo to life. From the warm color palette to the confident expression, the mascot was built to spark joy and reinforce Meadville’s core values. “Design, for us, is a way to nurture a sense of belonging,” Chloë explains.
That sense of belonging became something people could take with them. Custom items like pins and stickers became tiny billboards for inclusion—visible reminders of what the school stands for.
Collaboration with a Purpose
For Chloë, finding the right creative partners was essential. “We needed folks who really got our mission,” she says. One such partner was Chicago-based Busy Beaver Button Company, whose shared values around sustainability and inclusivity helped bring the project to life in a way that felt authentic. “They were responsive, thoughtful, and collaborative. It wasn’t just about the merch—it was about telling the story right.”
Merch That Sparks Conversation
From “We Won’t Be Erased” stickers to Theo-themed pins, each piece of merchandise serves a purpose. They’re conversation starters, yes—but they’re also invitations. “These items aren’t just for show,” Chloë says. “They’re meant to invite dialogue, build community, and represent values people want to carry with them.”
Meadville plans to use these pieces in social campaigns, welcome kits, and campus events—proof that good design and high-quality merch can be tools for deeper engagement.
Looking Ahead: A Model for Inclusive Design
Theo’s story is just beginning, but the impact is already clear. Meadville Lombard’s identity now feels less like a brand and more like a community in motion—one grounded in heritage but looking firmly toward the future.
“At its core, our transformation is about connection,” Chloë says. “We want people to feel seen, heard, and welcomed—and design helps us do that.”
And with mission-aligned collaborators helping bring the vision into the world, Meadville’s story is more than just inspiring. It’s a model for how values-driven design can shape not only what we see, but how we feel.