Recently, Asbury Theological Seminary approached Two Cups with a tall order: help create visually-engaging viewbooks and collateral for the Admissions material. Even more challenging? Help create a memorable campaign theme to tie these pieces together. We were honored to be entrusted with a project like this, so we jumped in head first. After some on-site consultations and extensive researching, both at the Kentucky and Florida campuses, we crafted a theme called “Grow What Matters.” This theme, with coordinating brand, theme elements, and printed collateral, highlighted what Asbury most wanted to communicate to prospective students.