A brand refresh
Coming into Crossroads as its Communications & Art Director, I spent time observing its culture, meeting with leaders to understand the vision & plans held, and learning the current processes and standards. As I absorbed the many facets of the organization, I began to revision the church's brand & strategies and outlined priorities of attack. The first priority was the brand's foundation.
The Brand Statements
The first part of the brand's foundation was its purpose statement and core values. Over the 14 years prior my arrival, the church had many different statements and goals of what it wanted to be towards the community. While all the statements were well-intentioned, fragmentation led to confusion and a fuzzy purpose. Its values were four single words with no clear reason for their importance. With all this in mind, I sat down with core leaders and helped clarify and solidify key statements and brought purpose to the values. Next, the logo & visual standards.
The Logo & Visual Identity Standards
Along with 14 years of fragmented statements, there was also a variety of logo iterations in a myriad of applications. It was definitely apparent that a fresh and tighter standard needed to be created. I first started with a rebranding proposal that felt like a logical progression towards the larger vision that leadership had. Capitalizing on some smart opportunities, it would greater cement brand awareness in the local community, allow it to stand out amongst surrounding churches, and provide some flexibility amongst the Crossroads' sub-brand ministries. However, due to factors that came up in the midst of the proposal, the rebrand was put on hold for a later date. Using some of the secondary elements created during the rebranding process, I refreshed and refined the existing visual identity, keeping in mind what the future will bring.
I really enjoy the stationary process because it's where more of the brand's characteristics are fleshed out. The highlight of this stationary for me is the standard invite and personal business cards. The goal was to have a consistent informative element on either card that gave you the feel and values of the church. This way no matter what card you received, you not only have the name of the church but what the church represents.
The last crucial piece of this brand refresh was the website. The previous one had very little information or flexibility to act as a proper welcome mat. The new site needed to have clear navigation and call-to-actions for both newcomers and current attendees. It also needed to be easily maintained by volunteers and accessible through a variety of devices. With this in mind, I took a modular approach to the design & elements.