WEKALL

Creative direction · Video production · Brand storytelling

Johnson Ferry Truth. Belonging. Purpose.

How do you reposition a church that’s been around for more than 35 years?

Mission development and launch

A shared mission, shaped with people across the church and carried into a coordinated launch through design, language, and film.

THE WORDS BEHIND THE MISSION

The truth of the Bible. The foundation that gives the mission its direction.

We help people to find truth, belonging, and purpose in Jesus.

Three words with room for the whole mission.

The new mission needed to reflect the direction of the pastor and executive team while giving the whole church language it could share. It had to be broad enough to connect the work of very different ministries.

Truth, belonging, and purpose gave the mission a clear progression: what we believe, where we find community, and how we live it out. The language gave different ministries a shared direction while leaving room for the work each one does.

From shared input to a shared direction.

The work started with people from different ministries and continued through a smaller working group. Once the language came together, the creative work connected it across the places people encountered the church.

  1. Different ministries
  2. Smaller working group
  3. Shared language

Discovery & refinement

Bring different perspectives into the room.

I brought about 15 people from different ministries into a brainstorming session, then worked with a smaller group to refine the language. The task was to reflect the pastor and executive team’s direction in a mission the whole church could share.

  1. Truth.
  2. Belonging.
  3. Purpose.

Mission development

Find the progression in the words.

We kept coming back to truth, belonging, and purpose. Together, those words connected belief, community, and the way people live that out. They became the center of the mission: “We help people to find truth, belonging, and purpose in Jesus.”

  1. Video
  2. Signage
  3. Print
  4. Email

Creative direction & launch

Carry the mission into the everyday.

I brought designers, copywriters, and video teams together around the same direction. Film, signage, print, and email gave the mission a presence in both the church’s physical spaces and its communications.

My role

I helped shape the mission statement and brought designers, copywriters, and video teams together to launch it. My role was to connect the central idea to the language and visual work people would encounter across the church.

Project deliverables

  • Facilitated discovery and brainstorming
  • Mission statement development
  • Creative direction across teams
  • Video, signage, print, and email launch

A shared direction, carried through the work.

The mission became “We help people to find truth, belonging, and purpose in Jesus.” The launch connected that language across physical spaces, films, and communications.