Consulting, Branding, Logo design, Ongoing Creative Support
FROM STATE FARM TO FARMERS
First Assembly Church in Normal, IL came to us with an intriguing challenge. Their goal was to connect with groups of people who were quite different from one another. Their primary audience was the college students at Illinois State University. They also wanted to reach out to local professionals who worked at the State Farm Headquarters, as well as the backbone of Normal: the farming families who were planted for generations.
Finding the Sweet Spot
THE PROBLEM
Our job was to help First Assembly communicate a message and style that was:
—Youthful and forward-thinking to connect with college students,
—Legitimate to connect with young professionals,
—And community-centric to connect with the long-time locals.
THE CONNECTING PRINCIPLE
While the lifestyles and perspectives varied greatly across the target groups of people, we discerned one common hope that tied them all together: community impact.
THE PROMISE
Intentional messaging emerged as the leading medium for broadcasting the idea of making a difference in the community of Normal. We discovered a simple brand promise, which was to echo throughout all of the messaging and styling:
"Connect to others. Connect with God. Connect to purpose."
THE PROPOSITIONS
From this cornerstone message, we developed some key value propositions that would help steer language, and express a unified voice:
—"Belong to a diverse community that is making a difference."
—"Experience healing from addictions."
—"Help bring change and hope to the lives of your neighbors."
THE BRAND STYLING
A stylistic approach that stripped away the nonessential elements was key.
The brand styling needed to both feel unified and get out of the way of the message.
LAUNCH TOOLS
We set First Assembly up with a Social Media Starter Kit, which helped them introduce their newly styled brand, and communicate their message to their audience.
