A modern brand refresh that wouldn’t break the bank.
Grace Church in Roseville, MN, needed a brand refresh to convey their recent transformation — new leadership = new chapter! And it had to be fiscally thoughtful. Fully updating a lot of existing materials wasn’t in the budget.
They wanted to appeal to a young family audience (and phase in a slow evolution of the refresh) while not losing the brand equity they'd already established.
The refreshed logo features a clean hero graphic, a more approachable font and a playful nod, which feels casual, welcoming and modern — just like the brand it represents.
brand ecosystem
Grace Kids + Grace Child Care branding
(new extensions of the Grace Church brand)
host shirt design
Grace’s previous host shirts were walking billboards:
The new design is simple, warm and friendly — like a handshake at the front door.
A witty play on Grace’s tagline, “find Jesus, find hope” amplifies the brand persona.
creation video
Produced for Grace’s Good Friday event to convey the beauty and majesty of God’s creation.
Concept, footage sourcing and creative direction: yours truly
Post production: Carter Brice
Social strategy, design and writing: yours truly
Grace was struggling to capture engagement in Instagram, the platform most closely aligned with their target audience. Stylistically, their feed was densely packed with copy-heavy, editorial content that needed creative cohesion.
Results with new content strategy and visual approach:
+72 new followers in only five months (Dec 2021 - May 2022)
Increased engagement through likes, comments, shares
Record-setting story click-through rates
Established key traffic drivers to website, new YouTube channel and community outreach partners
Increased event awareness and attendance
Cross-platform optimization
Cohesive visual approach across Instagram and Facebook
content strategy
Historically, sermon series’ elements were developed in silos, creating a lack of cohesion across channels.
I led the full team in a holistic strategy and theme development, resulting in a consistent omnichannel narrative and visual approach.
Below are two examples of a sermon series “package”.
To & Through:
(Discipleship via the fundamentals of healthy Christianity)
Content strategy, writing and creative direction: yours truly
Graphic design: Dan Clayton
Video editing: Carter Brice
God Is:
(A 12-week series about each of God’s attributes)
Content strategy, writing and creative direction: yours truly
Graphic design: Dan Clayton
Video editing: Carter Brice
(series intro video)
UX, digital strategy, creative direction and writing: yours truly
Development: Ministry Media Group
new website
Objectives:
Simplified architecture & navigation (most information one click away)
Representation of diversity across creative assets
Front door strategy: the homepage is like arriving at the virtual “welcome mat" of the church
Updated branding: identity, fonts, color palate, voice/tone
Clean, simple, modern visual approach
Integration of YouTube for sermon videos
Cohesion between digital/social traffic drivers and destinations
SEO & Google analytics/performance integration
Clearer articulation of mission, vision and values
A crucial aspect of Grace’s new site was the updated brand voice, which leans into three key attributes:
warm, welcoming, casual and approachable.
brand voice
brand voice application
August 2022 metrics (first full month after the new site launched):
Website visits +20% to 550
Google profile views +52% to 4,356
Search +73% to 2,722
Dwell time + 40%
Exit & bounce rates down considerably