Problem
Many of the church's goals are to reach everyone. Breakthrough Church was frustrated with that mentality and in doing so, there were people that were getting left out from not being able to find a home church. Breakthrough’s goal was to reach them and use their passions that met the people’s culture. Doing so was going to take a big change and getting outside of the box when it comes to church. They wanted to be unique in their way.
Outcome
By working closely with Breakthrough Church, we gave them a brand platform and identity system that communicates their personality all the way through. They want to focus on truly being themselves how God created them and using that as their strengths. The greatest opportunity we are given is being ourselves.
Strategy
We were brought on board to create a visual identity and brand to make a statement that says “Hey, we are different!” It needed to be edgy and outside the box of a traditional church. We wanted to meet the culture and street style here to create a space where the younger generation feels comfortable and understood. We ran through our brand strategy and discovery to help flesh out all the key differences and purposes behind Breakthrough Church. We needed to clearly communicate their position.
The biggest issue we were running into was getting people internally or external people who wanted to help on board with the vision. The reason is because they felt church needed to be a certain way or felt they were being attacked by their differentiation. Locally, churches also feel it is a competition, which adds to the lack of help. We really focused in on the idea that we can't help everyone, so we will focus on those we help best.
Breakthrough Church is:
Authentic
Innovative
Spiritual
Edgy
Loud
Charismatic
Creative
Values:
Family oriented
Allow God to move freely
Meet the culture
Identity usage
Breakthrough church decided to go with a very street style aesthetic. One that not only attract the type of people they serve, but also represent themselves. Andrew and Natalie are both into fashion and you'll almost never catch Andrew without some Jordan's on.
We wanted to add to this with the color pallet as well. On the topic of Jordan's, the first pair that really differentiated themselves from the pack was the Jordan 1 bread colorway. This colorway was banned from the NBA court due to its black and red color when shoes were normally all white. Going with black, white and red goes against the grain when you see a churches colors. Red has a lot of deep meanings with love, passion, strength and so on. This is another way we wanted to set the church apart from others.
Sermon Designs
By working closely with Breakthrough Church, we gave them a brand platform and identity system that communicates their personality all the way through. They want to focus on truly being themselves how God created them and using that as their strengths.
The greatest opportunity we are given is being ourselves.
