Before creating anything, I conducted 13 stakeholder interviews including staff, volunteers and church attendees in order to determine what story would most authentically represent this faith community. In addition, I researched the historical, geographic and current growth characteristics of the region into which they were moving to make sure the same story that authentically represented North Metro would also connect with the people they would be serving.

From the brand identity to the physical experience, I crafted the story of a church with an athletic team-like fervor to truly help its surrounding community find "Direction for Life". The visuals and messaging convey an organization that is Solid, Warm and Energetic while also capturing its unique geographical location at the intersection of 4 counties.

Churches need to have an internal brand that the committed rally around and an external brand that connects with the community regardless of their faith orientation. In this case "Cross Center Direction for Life" is the full brand mantra internally to anchor the brand in theology, while "Direction for Life" is the overarching brand promise.

In six months, I worked with fellow creative consultant Adam Bain and a local signage fabricator to conceptualize, create, prototype, produce and install over 300 placements of signage that includes exterior monuments and marquees, brand storytelling tailored to demographic, and ADA compliant way-finding. We successfully managed a $450K budget and delivered a space full of WOW's when church attendees entered the building for the first time.