Establishing Excellence in Design, Discipline, and Publishing.
Their story is not loud. It does not demand attention. It earns it.
Jordan Lifetime Achievement Award
Evangelical Christian Publishers Association
First Ever Awarded to a Graphic Design Professional — 2011
A documentary tribute to two pioneers of American Christian publishing.
Create.
Vision without compromise. Every line intentional, every detail considered.
Design.
Clarity, structure, and aesthetic excellence that serves the message.
Publish.
Truth deserves to be seen clearly, powerfully, and with purpose.
Two Men. One Standard.
David Koechel
David Koechel emerged in the 1960s, at a time when Christian publishing lagged behind the broader marketplace in visual quality and design. His first book cover commission came from Gary Johnson at Bethany House Publishers in the mid-1960s — and numerous publishers soon followed. Where others accepted the prevailing standard, Koechel saw beyond it. Through discipline and conviction, he introduced clarity, structure, and aesthetic excellence — bringing dignity and strength to the printed page.
In 1967, Pat Zondervan brought David their entire backlist to re-cover — a defining moment that truly launched his career. The phrase "that's a Koechel cover" became the design standard for Christian publishers and designers across the industry. He went on to produce thousands of book covers, ads, corporate identities, and Bible logos — including the original NIV logo, one of the most recognized marks in Christian publishing.
He is also an industry expert on papers, inks, fabrics, foils, and publishing trends — always on the cutting edge of technology — ensuring that what is created is not only seen, but felt. His clients included virtually every major Christian publisher: Zondervan, Bethany House, Tyndale, Harvest House, Word Publishing, Thomas Nelson, and many more. He designed covers for bestselling authors including Josh McDowell, Stormie Omartian, Max Lucado, Dutch Sheets, Kay Arthur, and Ruth Bell Graham.
"His work does not decorate the message. It serves it."
John E. Peterson
John E. Peterson brings a different strength — steady, grounded, unwavering. As co-owner of Create Design Publish LLC, based in Minneapolis, Minnesota, he ensured that the firm's vision was not just imagined but delivered. Where Koechel sees the vision, Peterson ensures it stands. He brings structure, discipline, and execution — turning ideas into reality consistently, reliably, without compromise.
He builds systems that hold under pressure. He creates order where complexity exists. Under his leadership, the firm expanded beyond graphic design to offer expert writing and editorial services, integrated marketing strategies, and full production management — covering the complete spectrum of design and literary needs under one roof. He ensures that excellence is not occasional, but repeatable — known for doing things correctly rather than quickly, for choosing what lasts over what is easy.
"Excellence is not occasional, but repeatable."
Watch Their Story
A documentary tribute to two men who did not build a public persona — they built a standard. That standard endures today through Create Design Publish LLC.
The David Koechel & John E. Peterson Story
Create Design Publish LLC
Notable Works
Iconic titles designed by Create Design Publish LLC — each a testament to the craft of Christian publishing.
Grace
Max Lucado
Thomas Nelson
Publishers Served
Milestones of a Legacy
From a first commission in the mid-1960s to the founding of Create Design Publish LLC — the key moments that shaped a legacy and defined an industry.
A First Commission
Gary Johnson at Bethany House Publishers commissions David Koechel to design his first book cover. The industry takes immediate notice of his talent, and numerous publishers soon follow.
Zondervan's Entire Backlist
Pat Zondervan brings David Koechel their entire backlist to re-cover — a landmark commission that truly launches his career and establishes him as the defining design voice in Christian publishing.
A Partnership Begins
David Koechel teams up with John E. Peterson. Their complementary gifts — vision and execution — form a partnership that will reshape the entire Christian publishing industry.
The Firm is Founded
The design firm is formally incorporated. It grows to serve every major Christian publishing house, producing thousands of book covers, ads, corporate identities, and Bible logos — the work that would eventually carry forward under Create Design Publish LLC.
The NIV Bible Logo
David Koechel and John E. Peterson create the original visual identity for the New International Version Bible — one of the most widely distributed Bible editions in the world.
ECPA Jordon Lifetime Achievement Award
The Evangelical Christian Publishers Association honors David Koechel with the 2011 Jordon Lifetime Achievement Award — the first time ECPA has recognized a graphic design professional with this honor.
A Standard That Holds
"That's a Koechel cover" becomes the design standard across Christian publishing. Their influence remains visible in every thoughtfully designed book and every well-produced page.
Create. Design. Publish. LLC
Create Design Publish LLC is established. The legacy of David Koechel and John E. Peterson continues — the same discipline, faith, and commitment to excellence that defined their life's work now carried into a new chapter.
Songs of a Legacy
Four original compositions honoring the faith, craft, and partnership of David Koechel and John E. Peterson — and the enduring legacy they built together.
© 2026 Albert LaMotte. All rights reserved. Music used with permission.
About Create Design Publish
Born from a legacy of excellence in design, discipline, and publishing — we carry that standard forward.
Our Mission
To honor the legacy of David Koechel and John E. Peterson by continuing the tradition of exceptional design in Christian publishing — creating covers, identities, and printed works that serve the message they carry with the same integrity and artistry that defined Create Design Publish LLC for over three decades.
Our Vision
A world where every Christian book, Bible, and published work is presented with the craft and intentionality it deserves — where design is not an afterthought but a calling. We envision Create Design Publish LLC as the trusted partner for authors, ministries, and publishers who believe that how a message looks is as important as the message itself.
Core Values
Craft
Every design decision is intentional. We treat typography, color, and composition as acts of stewardship over the message.
Faith
Our work is rooted in the belief that Christian publishing carries a sacred responsibility — and design must honor that.
Legacy
We build on the shoulders of giants. The standard set by Create Design Publish LLC is our foundation and our benchmark.
Partnership
We walk alongside authors, ministries, and publishers — not as vendors, but as collaborators who care deeply about the outcome.
Our Services
Rooted in three decades of Christian publishing excellence, we bring the same standard of craft and intentionality to every project we undertake.
Book Cover Design
First impressions that endure
A cover is a promise to the reader. We design covers that communicate the soul of a manuscript — through typography, imagery, color, and composition — with the same care that David Koechel and John E. Peterson brought to hundreds of titles for Zondervan, Bethany House, Tyndale, and beyond through Create Design Publish LLC.
- ◆Original concept development
- ◆Typography & layout
- ◆Print-ready production files
- ◆Spine & back cover design
- ◆Series identity systems
Bible Identity Systems
Design for the sacred text
Bibles demand a different kind of design discipline — one that balances reverence with readability, tradition with accessibility. Our experience includes complete Bible visual identity systems: cover families, interior page architecture, logo marks, and brand guidelines for publishers and ministry organizations.
- ◆Bible cover families
- ◆Interior page design
- ◆Logo & brand marks
- ◆Edition differentiation
- ◆Publisher brand guidelines
Production Consulting
Expertise from press to shelf
Decades of hands-on experience with papers, inks, fabrics, foils, and binding methods means we can guide your project from concept to finished product with confidence. We help publishers and authors avoid costly mistakes and achieve the highest quality result within their budget and timeline.
- ◆Paper & material selection
- ◆Foil & embossing guidance
- ◆Vendor coordination
- ◆Budget optimization
- ◆Press check oversight
Every project begins with a conversation. Tell us about your book, your ministry, or your vision — and we will tell you how we can serve it.
Request a ConsultationCreate. Design. Publish.
David Koechel and John E. Peterson did not build a public persona. They built a standard — one that endures today through Create Design Publish LLC.
Create Design Publish, LLC
Frequently Asked Questions
Answers to the questions publishers, authors, and ministries ask most often.
Begin a Conversation
Whether you have a publishing project, a design inquiry, or simply wish to connect with the legacy of Create Design Publish LLC — we welcome your message.