The Challenge: Modernizing Communication and Streamlining Design

CrossPoint Church, a small Church of Christ community, sought to refresh its outdated communication and reach a younger audience. With a new leadership team in place and no clear brand guidelines, they needed help defining a unified voice and visual identity. Additionally, they wanted to reduce design confusion by establishing clear rules for their branding and minimizing the number of people involved in decision-making.

Our Strategy: Building a Flexible Yet Cohesive Brand System

We began by conducting intake meetings with the entire staff to understand the church’s history and their likes and dislikes about current systems. Collaborating closely with the lead ministers, we defined a brand voice that balanced tradition with modern appeal. While they wanted flexibility with color choices, they needed guidance on creating dynamic and modern font treatments with minimal font families.

I developed a comprehensive brand book, outlining design guidelines and the use of a kit of templates to ensure consistency across all communications. The templates, created in Canva, ranged from social media posts to posters and service slides, providing the church team with a ready-to-use system. After the brand book and templates were approved, I trained the staff on how to use them and communicate these guidelines to future volunteers and coworkers.

With the brand system in place, we also worked on designing themes for the church’s yearly focus, such as "Better Together" and "Fix Your Eyes," which were used across various mediums. Additionally, we created special baptism shirts to be given as gifts on baptism days, adding a personal touch to their branding efforts.