CROSSLIGHT ANGLICAN BRAND CREATION
Creating a new community
identity to live for more
Challenge
Church at the Peak and Christ Church Mortdale were two separate church communities coming together as one in partnership under shared leadership. They needed a new name and brand to represent the united community.
Approach
Through a series of guided workshops with representatives from across the church community, we created a brand strategy, new name and visual brand for what became known as 'Crosslight Anglican Church'.
Solution
The new brand platform 'Live for more' helped Crosslight to articulate a higher purpose and the visual idea of 'transformative light' was the guiding principle for the visual identity system. The new brand was launched at the church vision night and implemented across touchpoints for church services the following day. Utilising the talents of people from across the congregation, the brand is a reflection of grassroots collaboration.
BRAND STRATEGY
NAMING
VISUAL IDENTITY SYSTEM
BRAND GUIDELINES
MANIFESTO VIDEO
BRAND MANIFESTO: The 'Live for more' brand manifesto video articulates the purpose of Crosslight Anglican Church in calling people to consider faith in Jesus. The video launched the new brand at the church vision night.
LOGO AND PATTERN: The contemporary abstract mark expresses the idea of light with the classic proportions of the Christian cross integrated into the logotype. It signifies the coming together of communities and forms the basis for an interlocking brand pattern.
TRANSFORMATIVE LIGHT: The 'transformative light' visual idea refers to Jesus as the light of the world. The colour palette reflects the changing nature of light throughout the day and adapts from morning services through to night church. A light leak treatment creates evocative brand imagery for day and night, elevating amateur photography to be distinctive and memorable.
CHURCH TOUCHPOINTS: The day after the brand launch at the church vision night, church members walked into completely rebranded church services.
BRANDED MERCHANDISE: Crosslight Anglican branded merchandise helped to get the brand recognised in the local communities where members live, work and play.
WEBSITE AND SOCIALS: Digital implementation of the visual brand helped create a seamless visitor experience for church members and visitors.