Church of England

A story about Living in Love and Faith

Brief

To create a visual identity for the Living in Love and Faith programme that works across a full suite of print and digital resources, including a book cover, spread templates, coursebook and full VI guidelines.

Challenge

To present an often-divisive subject – including matters of identity, sexuality and procreation – in a way that reflects the Church of England’s present and future-facing role in society.

The design had to work extra hard to compensate for the lack of imagery. It also had to appeal to clergy as well as new and existing mass lay audiences.

Solution

Using stained glass windows as a visual stimulus, we created a clear, bold and vibrant visual identity with a strong colour palette. Allowing all colours to have equal prominence, we reflected the identity’s message of diversity, inclusion and connectedness.

As we rolled out our identity across the assets, we structured the creative around the programme’s desired outcomes – Discover, Dare, Dialogue, Deepen, Describe and Discern. Our visual focus on future aims rather than present descriptors contributed to the initiative’s energy and positivity.

Result

The Living in Love and Faith book was so successful it went to a second reprint. And what was often a tricky process to navigate with multiple stakeholders nonetheless concluded with a happy client: “We’d love to work with you again. Thanks for your patience, amazing calm and professionalism.”