V61 Vineyard Church London Re-brand

The Situation:

V61 is a church based in London UK. It is part of the wider Vineyard Church. Their vision was outlined as “We are a people carrying the mandate of Isaiah 61, where the Spirit of God is upon us to bring transformation. We want to see multiple thriving sites across London with Worship, Formation and Mission at their core.”

The brief:

• To create a new and consistent brand style template design that V61’s communications team can take forward and implement across their marketing materials
• V61 has 3 sites Balham | Battersea | West Side which needed to have a consistent family look and feel
• Clearly defined sub-brands for the 3 sites
• Consistent and recognisable brand across all sites
• Branding to be future-proof
• The tone of voice to be welcoming, inviting and transformational
• Develop a colour and font consistency throughout all communications
• A corporate Identity template manual is to be created which can be used by V61’s internal communications team

Our Approach:

It was very important to maintain a consistent and instantly recognisable look and feel for the brand identities of the 3 sites. Confusion had arisen as people mistakenly believed that the 3 sites were independent churches and that they were unconnected to each other. Therefore, the client wanted consistency across all 3 sites to simplify their message: ‘One Church – Multiple Locations’. This messaging also allowed the church to continue to grow into additional locations.

After several briefing sessions with key stakeholders from the 3 sites of the V61 Church we began to develop a colour palette, font style and design proposals to identify the 3 sites: Balham, Battersea and West Side. A consistent font was chosen, with a consistent size and positioning. For each logo, the overall V61 lozenge device was included to clearly identify the brand architecture.

A warm, contemporary and welcoming pastel colour palette was chosen for the brand, which would be used consistently across all communications and on all platforms.

The V61 lozenge frame device taken from their logo was used as a visual representation of the transformation of people, community and relationships with Jesus’ message they required. The IN, OUT & OVER lozenge was used to highlight and emphasise the people, location and specific messaging. People were pictured breaking free from the shape.

Once agreed I designed a number of leaflet template styles, indoor pullup stands and signage. Mailchimp and social media campaign styles were developed. Once approved a comprehensive corporate identity guidelines document was designed to hand over to the V61 communications team who would implement the new brand styling going forward.

The Result:

V61 now has a consistent and recognisable brand style across all 3 sites which is particularly important for visitors and newcomers to the church. The internal comms team are successfully implementing the email marketing newsletter templates and producing internal and external signage. Marketing print collateral is being rolled out for various events and groups. Their social media presence now has a consistent tone of voice through their image, font and colour palette usage.