The District Church already had a family of brands, Kids, Youth, and College, all built on one foundation. Its music ministry needed an identity loud enough to stand on its own in D.C.'s music scene and disciplined enough to be recognized, at a glance, as part of the same house.
The constraint came first: the main brand and the ministry had to make sense when seen together. Eliot Baker read the deck comparing brand alignment to sub-branding and picked sub-branding the same day. We treated the music ministry as a new room in the house the church already owns. Different volume, same foundation.
A DCM monogram cut from one continuous line, a wordmark, and an icon. Royal Blue on black, with Vapor and Sunray as accents.
Rings of sound. They frame a photo as a square, a circle, or an octagon, and they run off the edge of a mural. Discovery gave us the brief in the client's own words: strong, spiritual, professional, community.
Who He is & what He's done. Downloading the sound of heaven. Both came out of discovery, and both run across the system, from the mural to the fifteen-second motion piece.
Sub-brand identity: DCM monogram, wordmark, and icon.
Color palette and typography system; Brand Style Guide.
Brand elements: the rings of sound, three frames, photographic style.
Applications: mural and environmental, transit and event posters, artist-night flyers, screens, pole banners, cap and patch, motion tagline piece.
