The identity for Emmanuel Christian Church marks the first step in their approach towards an entirely new branding program. With a renewed focus on outreach and engaging their community in Pittsburgh’s Northside neighborhood of Brighton Heights, Emmanuel is committed to reshaping their church, making themselves more accessible, inviting and becoming a bright spot in their community.
Leading up to this identity redesign, I worked together with Emmanuel’s pastoral staff to carefully consider a range of branding “markers,” including:
Reputation:
How well is your organization known?
Esteem:
How highly regarded are you?
Relevance:
How important are your organization’s mission and activities to the concerns of the audience?
Differentiation:
Are there others that do what you do?
What makes you different than them?
What makes you the same?
Where are the points of “alignment”?
We also underwent an in-depth profiling exercise (as outlined by DK Holland in her book, Branding for Nonprofits), where we looked closely across a spectrum of issues in order to craft ourselves a creative brief to work against. These items we examined were:
- Profile
- Context
- Positioning
- Audiences
- Personality
- Current Situation
- Budget
- Schedule
- Design Media
- Technical / Practical Requirements
Following through on this examination proved incredibly valuable in helping us uncover many of the reasons why Emmanuel stands out among many established and emerging churches. The results of our preliminary work together provided the basis for an identity and branding program that not only stands out among other Christian evangelical churches, but has made Emmanuel confident they now possess a voice that expresses their core values and personality as closely as possible.
