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Brand Identity & Website Overhaul

Volunteer Role for Plymouth Covenant Church
Plymouth Covenant brand guide cover page

The Ask

I was invited to join a volunteer committee charged with two important tasks. 1) Determine if the organization's current name reflected its vision and values or if it was time for a change. 2) Research and recommend an agency to create a new visual identity to fit the personality of the church, build an easily managed and mobile-responsive website, and launch a social media presence. Ultimately, the insights I provided early in the process led to my taking a greater role in the overall effort—reviewing and refining the visual identity materials, steering the website content strategy and site map, writing and reviewing webpage copy, managing the social media launch, and training staff on best practices.

The Goal

The team aimed to modernize outdated identity materials with a fresh brand look and feel that aligned to the values and personality of the church.

The Process

To achieve our goals, I:

  • Met with senior leaders and the communications committee to define our vision, mission, values, etc. to make a recommendation on whether we should rename the church

  • Researched, evaluated, interviewed, and helped select a creative agency

  • Participated in logo reviews and helped finalize the brand guidelines

  • Assisted with web strategy, including site maps and wireframes

  • Led the writing and editing efforts for all evergreen webpages, creating and reviewing content from subject-matter experts

  • Set up social media sites and launched first posts

  • Supplemented the part-time staff's efforts to manage social media pages

  • Documented writing standards and social media best practices for the church's office staff

The Results

The refined brand visuals are presenting a modern face within and outside church walls. The new plymouthcovenant.org offers a significantly improved experience for visitors and administrators. Social media communities are blossoming. Now at the 1.5-year mark since launch, Plymouth Covenant has 1,100+ followers on Facebook and 300+ on Instagram (@plymouthcovenant).

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