GRACE FAMILY COLLECTIVE

The Grace Family Collective is a group of artists and singer-songwriters from the Grace Family of Churches (ATL, GA) joining together in an effort to artistically declare that our best days are ahead as the Church.

In Jan 2021, The Collective was releasing a new EP, but had no brand identity or public front facing strategic communication outlet, other than the churches within the network. I worked closely with the visionary team to develop a plan with two objectives: 1) Strategize a clear and effective communication plan to tell the world who and what the Collective was and 2) Promote their first EP. 

I worked with the director of the Collective to create a brand identity in which we came up with the phrase “Every movement needs music.” This became the driving phrase with which to create marketing and promo material in and around the EP release. I also developed the brand mark, fonts and color features along with the look and feel of the overall brand.

We wanted to keep the look fresh and a bit trendy, while also being relatable to the very wide age-range of viewers and listeners.

Overall, the look took on a masculine, (research tells us that churches tend to be more feminine in nature and we wanted to speak to a wider audience to influence a stronger male target in addition to female) moody, natural tone with chunky text paired with scribbly handwritten elements and darker color palette. The handwritten elements were a nod to the singer-songwriter aspect of the Collective - noting that so much of the creative process begins from jotting and scribbling lyrics and notes on a page. We also incorporated various textural elements to create a more authentic, lived in vibe.