In 2019, the Spiritual Life Director for the Kroc Center wanted to host a non-traditional and more experiential Easter service for the Kroc Church. The goal was to reach out to and draw in people who did not ascribe to a particular faith and those who "love Jesus, but don't like the church." To help accomplish this goal, we were asked to develop a brand theme and promotional materials for the event/service. 

Since we were not targeting "churched" people, we wanted to create visuals and an icon that were not overtly religious, but still captured the meaning of Easter and the life, death and resurrection of Jesus. For the icon, we chose a butterfly as it symbolizes rebirth, hope, and wonder--some of the key concepts we associated with Easter in brainstorming. Visuals and backgrounds for the materials were made by photo collaging. Sometimes, the Christian church can have a reputation of not valuing or acknowledging science, so to counter that we combined pictures of nature, scientific and mathematic elements, and even some technology to spark curiosity and wonder in our target audiences.

To help keep track of the number of attendees (so that the Ministry team knew how many guests to plan for and feed), our team set up the event listing on Eventbrite. Our print and digital campaign then directed people to this listing to sign up for the free event.

For the print portion of the campaign we used a mixture of pieces such as posters, window clings and inserts for the church bulletin to encourage Kroc members and guests to sign up and attend. Below is an example of the window clings. 

Our social media campaign used two main approaches: 

1. Blunt/Unexpected: this approach used humor and the unexpected to peak interest.

2. Wonder: this approach used short videos exploring the wonders of nature.