Bridge Church
Scope: Visual Identity
Planted in 2012, Bridge Church has been promoting Christ-centered community for close to a decade. The Bridge values that community, striving for nothing more than to make someone feel loved and known in Christ. In 2021, however, the church ran into a problem.
The Problem:
With an inconsistent social media presence and confused messaging, the Bridge found it difficult to establish their brand in the community. The church saw the opportunity to reposition itself following a recent transition in leadership, but didn’t know how.
The Solution:
A holistic revamp of the current brand was crucial in cementing the Bridge Church name in the local community. This would introduce an altered visual identity system, messaging, a new approach to photography, and systems put in place to ensure consistency and continuity.
Lockup
The updated lockup only altered the wordmark, though it was an important change. The reason: scaleability. The previous wordmark used an ultra thin weight, making it difficult to see in smaller scales. The updated lockup maximizes legibility and firmly establishes the new identity.
Typeface
The Proxima Nova typeface was chosen because of its legibility across multiple weights. Similar to popular sans serifs like Helvetica and Arial, Proxima Nova offers familiarity while remaining uniquely Bridge within brand executions.
Palette
The new color scheme improved the look of the old, adding saturation to the green to better utilize it as an accent and modernizing the usage of neutrals.
Mission
Alongside the transition in leadership, the Bridge changed its mission statement to better reflect the direction of the church. The four-step statement gives direction to new and old members alike, including every congregant within the mission of the church.
Visuals
Part of the reimagining of the brand was the introduction of recurring elements. Geometric shapes and lines, contour lines, light leaks, film grain textures, and more are implemented consistently throughout graphical executions.
Photography
The brand previously relied heavily on stock imagery for brand executions, but a heavier emphasis on photography allowed those executions to be done with original captures. This also helped humanize the brand as members of the church were being captured for weekly posts.
