HCL
Type of Work:
Creative Direction
Brand Strategy & Logo Design
Collateral Design
Social Flyers
The Brief
Heaven Bound Christian League is a Houston-based, faith-driven youth development organization founded in 1999 by Maurice and Samyra Smith. What began in their backyard has grown into a 25-year institution developing student-athletes through athletics, academic discipline, and spiritual formation, including producing NFL-level talent within their own family. As HCL prepared for its 25-year anniversary and a major facility expansion, the brand needed greater clarity and cohesion. The goal was to strengthen its identity while positioning the organization for growth, fundraising, and long-term impact.
The Design Outcomes
We developed a refined brand architecture unifying HCL, HCL Xtreme, and HCL Reach Foundation under one cohesive identity system. The logo was strengthened into a bold, collegiate-inspired mark designed for scalability across uniforms, merchandise, and digital platforms. A structured typography and color system was introduced to balance athletic energy with academic credibility and faith-based grounding. The refreshed identity equips HCL with a clear, future-forward presence to support storytelling, recruitment, and fundraising efforts.
