Princeton Theological Seminary

Leadership for the future looks like teaching people how to think critically and properly assess the current cultural moment inside a deeper historical context. Princeton Theological trains these types of leaders.

Higher education institutions with centuries of history face unique challenges communicating their contemporary relevance to prospective students seeking future impact. Whiteboard partnered with Princeton Theological Seminary to reimagine how a 200-year-old institution articulates its value for tomorrow's leaders. Through extensive conversations with alumni, current students, faculty, and stakeholders, we discovered everyone wanted clarity about what a Princeton Theological degree means for their future contributions. This insight drove our rebranding approach, highlighting the Seminary's rich historical foundation while emphasizing each student's role in continuing that legacy and shaping the world. We developed a comprehensive visual system that bridges tradition with forward-thinking vision. Following a complete audit of their existing 400,000-page website, we created new content strategy and information architecture before designing and building their digital presence to match their renewed institutional narrative.