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Elevation
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Created: 03/22/08
Last Edited: 03/23/08
Views: 152
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Project Info
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Calvary Church
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From: Jason Loftis's Portfolio
Project: Identity/Branding/Logo - "Elevation" Worship Service
Client: Calvary Church - Santa Ana, California
Client: Calvary Church - Santa Ana, California
Elevation is a worship service at Calvary Church of Santa Ana, California.
This new service was launched in January 2006. I was on staff at the
church at the time as its Young Adult Pastor. The concept for the
service was developed by a team of pastors, and the name was a group
decision.
From there, I developed the logo, designed a mailer, put together a street card, provided the graphics for a t-shirt, and branded the service's first sermon series -- "Reset" (a series in the Old Testament book of Malachi.
From there, I developed the logo, designed a mailer, put together a street card, provided the graphics for a t-shirt, and branded the service's first sermon series -- "Reset" (a series in the Old Testament book of Malachi.
The logo's font is SF Automaton at its core. The "V" and the "A" are my design.
The figure of the kneeling man lifting his hands in worship is Victor Estrada, the Elevation Worship Pastor. I created the silhouette from a photograph of him.
The first sermon series that the Elevation worship service explored was a study in the Old Testament book of Malachi. The theme was "Getting Back to Authentic Faith." We wanted to convey the concepts of renewal, repentance, and reviving a genuine heart for God. We settled on the series title "Reset." For the theme's look, I was inspired by the power button the Xbox game console. After illustrating my own version of that button, I played around with different ways of conveying that it was one's heart that needed to be "reset." In the end, the Elevation team decided on the version pictured above where the heart is subtly included in the shape of the buttons central icon.
Pictured above is the Street Card I designed for Elevation. While the Street Card did not generate much controversy because it was designed as a promotional piece to hand out to youth and young adults, the brightly colored mailer raised some disagreement. I designed it with the popular iPod campaign in mind. It is pictured below...
Since I had already started with a silhouette for Elevation, I decided
to create a silhouette of the church's "Celebration" choir as a way to
bring the promotion of the church's long-standing worship service in
step with the branding of Elevation. Of course, most marketers would
agree that the iPod ad campaign is genius. I thought playing off it as
a trend in visual presentation could be a good thing. Postcard size
advertisements come in the mail all the time. I know I rarely look at
them, so I thought it was important that this one catch the eye.
Some (particularly those older than 50) felt it was too eye catching and garish. In their minds, it did not fit with the identity of the more traditional "Celebration" service. That was true. But the purpose of the mailer was to inform the community surrounding the church that there was a new worship service while reminding them that the traditional service was still available at 8:45 AM. Thus, it was the intent of the card to promote something new and fresh and do so in a way that was inclusive of both the old and the new as exciting and worth checking out.
From my perspective, it was a good thing to push the boundaries of the traditional service's identity a bit. We had to design the card with a unified brand. It would defeat its purpose to tone down the branding of the new Elevation service. And there was certainly no benefit in portraying the Celebration service as old and outdated in comparison. I stand by the solution I created, and in the end, so did most of the church leadership, including the senior pastor.
After the new worship service formats launched, new people filtered in during the first few weeks. I was a greeter, and several people told me they came because of the mailer. A few people even pulled it out and pointed at it asking where they should go. It is difficult to measure the success of mailers, but I am confident that it caught the attention of more people due to its bold design.
Some (particularly those older than 50) felt it was too eye catching and garish. In their minds, it did not fit with the identity of the more traditional "Celebration" service. That was true. But the purpose of the mailer was to inform the community surrounding the church that there was a new worship service while reminding them that the traditional service was still available at 8:45 AM. Thus, it was the intent of the card to promote something new and fresh and do so in a way that was inclusive of both the old and the new as exciting and worth checking out.
From my perspective, it was a good thing to push the boundaries of the traditional service's identity a bit. We had to design the card with a unified brand. It would defeat its purpose to tone down the branding of the new Elevation service. And there was certainly no benefit in portraying the Celebration service as old and outdated in comparison. I stand by the solution I created, and in the end, so did most of the church leadership, including the senior pastor.
After the new worship service formats launched, new people filtered in during the first few weeks. I was a greeter, and several people told me they came because of the mailer. A few people even pulled it out and pointed at it asking where they should go. It is difficult to measure the success of mailers, but I am confident that it caught the attention of more people due to its bold design.
We never used it, but I created the above layout for a promotional web page. Honestly, it did not get implemented primarily because the Elevation team members were too busy getting the service off the ground to create the promotional content -- the inspiring text that would describe how authentic and spiritually moving the Elevation experience is.
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