Our Brand Spanking New Brand
Happy Wednesday everyone!
This time round we’ve got an interview with multi-talented ChurchWorks Art Director, Shelley Chesney. So without further ado, here she shares her process and inspiration behind our beautiful new visual identity.
What were the first questions you had when this visual update began?
“The big one was ‘who is our audience?’ By that I mean, who is currently engaging with us, and who would we also like to reach out to – our target audience, if you will.
We also spent a lot of time thinking about their expectations, so this naturally led us down the path of making our brand as accessible as possible for everyone.”
What was the most important goal of designing the overall identity?
“The amazing thing about churches is the diversity of people involved, with folks from all backgrounds, professions, lifestyles, denominations, and demographics coming together to celebrate their faith.
And because of that, there was a strong desire to avoid alienating different groups, right from the very beginning. Because of that, our imagery and visual style is meant to be as inclusive and welcoming as the ChurchWorks mission itself.
So you see the importance of creating something that – we hope! – resonates with all kinds of people.”
What was the biggest challenge?
“Our previous identity and web presence came across – visually and functionally – as a cross between a printed pamphlet and web experience. Though overall, it tipped a little too far towards the former, and this proved to be something we couldn’t work with as we aimed to move forwards. As a result, the visual side of things had to work hand-in-hand with a full overhaul of the website.
There was another, additional challenge: narrowing down the options and potential pathways! For me, having a personal favourite made weighing up all pathways evenly all the more difficult! But as a designer, you have to stand behind all of your solutions, and ultimately we’re more than happy with the final outcome.”
From looking at the logo, the letter ‘C’ is nice and apparent; what does the pentagonal shape represent?
“We chose this shape to represent the roof of a church. We feel that this symbolises the inclusivity that ChurchWorks is all about – that it’s available for everyone who needs it.”
What have you learned from this experience?
“I think we’ve really surprised ourselves, in terms of how speedily we came to such a confident solution. And this leaves us free to continue with refining the overall people management side of things, to be the very best it can be in 2016 and beyond.”
Big thanks to Shelley for sharing her thoughts on the ChurchWorks rebranding process. Next up, you can look forward to some on-the-go tips and tricks for when you’re using our software.
And by the way, what are your thoughts on our new brand? Sound off in the comments below!