Magazine Railmichael-jrMichael Jr.Personal brandOne brand for the laugh and for the message behind it.His own framing, the setup and the punchline, as the system.A personal brand that grew into Funny How Marriage Works: campaign, course, merch.Personal brand identity, Funny How Marriage Works campaign branding, course materials, promotional merchandiseThe brand system, course content, campaign materials, merchandiseA comedian with a message beyond the laughs, and a course built to carry it furthercreative-team, film0Sports & Entertainment
challenge1michael-jrThe situationA brand built for the setup and the punchline
Michael Jr. needed a brand built for two things at once—the laughter that gets people in the door, and the deeper message he actually wanted to leave them with.
boards2michael-jrThe elementsThe markhttps://cdn.prod.website-files.com/66f43e55ceeb126d7ecd953a/6ab309e5c0df819b0b341cae_michael-jr-logo-lockup.jpg | Michael Jr., primary lockup
https://cdn.prod.website-files.com/66f43e55ceeb126d7ecd953a/6ab309e57985268f64bb648d_michael-jr-mark-applied-colors.jpg | The mark applied across the palette
type-and-colour3michael-jrThe elementsType and colorPurple-Blue: #4466A8
Cool Gray: #E8E8E8
Black: #000000
Maroon: #800020PF Mellon BoldAlbra Text RegularlicensedA brand for the laughter and the deeper message behind it.FINDING CLARITY WHILE LAUGHING.Degular Display Bold
image-pair4michael-jrThe people behind itmotion: loophttps://cdn.prod.website-files.com/66f43e55ceeb126d7ecd953a/6ab2a17e8ecfe7b659356ad8_michael-jr-photo-0399.jpg | Michael Jr., 2022
https://cdn.prod.website-files.com/66f43e55ceeb126d7ecd953a/6ab2a17e1d9342b8f52a4296_michael-jr-photo-0431.jpg | Michael Jr., 2022
spread-grid5michael-jrhttps://cdn.prod.website-files.com/66f43e55ceeb126d7ecd953a/6ab2a17eded227de431c1515_michael-jr-ebony-photo-295.jpg | Michael Jr. and Ebony
exhibit-run6michael-jrIn handhttps://cdn.prod.website-files.com/66f43e55ceeb126d7ecd953a/6ab2d92428649a3c055b0a7b_fhmw-box-mockup-navy-assetlib.jpg | Box, navy
https://cdn.prod.website-files.com/66f43e55ceeb126d7ecd953a/6ab2e6223ed71d8786f37349_fhmw-journal-only-brandguide.jpg | Journal, cream / coral / navy
https://cdn.prod.website-files.com/66f43e55ceeb126d7ecd953a/6ab2d922e2897b06c8f9cb9b_fhmw-card-2023-front-qr.jpg | Course-access card, front
https://cdn.prod.website-files.com/66f43e55ceeb126d7ecd953a/6ab2d9233de1d58f4d4c2db4_fhmw-card-2023-back-photo.jpg | Course-access card, back
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church-of-whitestoneChurch of WhitestoneRebrand + webcreative-team, webOne identity for the church, Discover You, and Whitestone Kids.ChurchMagazine Rail
praxisPraxisLaunchBrian and Nicki · Wake County, NCPraxis is a new church for Wake County, named for putting faith into practice.ChurchMagazine Rail
heights-churchHeights ChurchLaunchlaunchHeights Church was about to launch, and its vision of spiritual formation needed a mark.ChurchMagazine Rail
movement-churchMovement ChurchBrand + webPastors Carey and Meghan Robinson · Laguna Hills, Orange CountyA website project that turned out to be a branding problem.ChurchMagazine Rail
build-the-churchBuild The ChurchLaunchJosh RoberieJosh Roberie came to us for a creative identity for his Build The Church mission.ChurchMagazine Rail
the-well-community-churchThe Well Community ChurchBrand + webArgyle, TXTen years in, The Well serves every age and background. Its brand had to resonate wider.ChurchMagazine Rail
resurrection-churchResurrection ChurchBrand + webResurrection has served military families for nearly five decades. Its image needed new life.ChurchMagazine Rail
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flores-lawFlores LawBrand + filmHouston, TXA Houston attorney whose brief listed Batman, Nike, and Apple under liked, and “most midmarket law firms” under not liked.BusinessMagazine Rail
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transformation-churchTransformation ChurchWebsiteKnoxville, TNTransformation Church, our brand client since 2021, came back for the website.ChurchMagazine Rail
auroraAuroraAuthor launchA finished manuscript, a launch date, and no brand, site or store.BusinessMagazine Rail
the-leagueA Gym For EverybodyCampaignThe Leaguefilm, campaignThe League's own name was getting lost behind its own campaign line.BusinessMagazine Rail
connektiveConnektiveBrand & productNolan Graham, FounderlaunchA manufactured product, and no identity to match it.BusinessMagazine Rail
uplift-202Uplift 202Sub-brand + websiteWashington, D.C.branded-house, webA new Focus DC sub-ministry, asking for branding.NonprofitMagazine Rail
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forest-park-churchForest Park ChurchBrand + environmentJoplin, MO0branded-houseForest Park Church is nearly two hundred years old and a multi-campus family of churches around Joplin.ChurchMagazine Rail
michael-jrMichael Jr.Personal brand0creative-team, filmOne brand for the laugh and for the message behind it.Sports & EntertainmentMagazine Rail
the-ark-churchThe Ark ChurchBrand evolution + webMagnolia, Texas0branded-houseTwo years in, the church had outgrown its launch brand.ChurchMagazine Rail
baptist-church-of-the-covenantBaptist Church of the CovenantBrand identity + webBirmingham, Alabama0creative-teamA church where all are welcome, with a look that said nothing of the kind.ChurchMagazine Rail
harvester-churchHarvester ChurchRebrand0creative-teamA fifteen-year-old look the church had outgrown.ChurchMagazine Rail
the-abode-churchThe Abode ChurchChurch plantHorizon West, Orlando0branded-house, launchA church with no name, no identity, and no gathering to point to yet.ChurchMagazine Rail
one-churchOne ChurchMerger launchLansing, Michigan0launchTrinity Church and City Life Church were merging and didn’t have a name for it yet.ChurchMagazine Rail
the-district-churchThe District ChurchBrand evolutionWashington, D.C.0branded-house, creative-teamEighty nationalities, ten years in, and a brand that couldn't hold what came next.ChurchMagazine Rail
founders-baptist-churchFounders Baptist ChurchChurch brandSpring, Texas0branded-house, creative-teamA church known for faithful preaching, with an identity that hadn't kept up.ChurchMagazine Rail
resonate-churchResonate ChurchRebrandNewaygo, Michigan0branded-houseA small-town church with a big front door and an identity that didn't say so.ChurchMagazine Rail
united-way-brand-foundationsUnited Way Brand FoundationsBrand evolution0A national brand, refreshed from the top in 2024, that every local piece had to keep up with.NonprofitMagazine Rail
harris-county-sports-authority-impact-2025Harris County–Houston Sports AuthorityYear-end filmsHouston, Texas0filmHouston's sports authority wanted its 2025 told on film.Sports & EntertainmentMagazine Rail
west-lake-church-rise-upWest Lake Church · Rise UpCampaignCameron Whitley · Houston, TX0West Lake Church needed a name for a $3 million building campaign the church family would actually rally behind.ChurchMagazine Rail
one-west-broadwayOne West BroadwayLaunch filmPresidio Tucson0film, launchA new luxury building downtown, and a launch that needed one asset to carry it.BusinessMagazine Rail
probatemProbatemBrand + webNorfolk, Virginia0webFamilies meet probate in the weeks after a funeral, and many don't know where to begin.BusinessMagazine Rail
fpc-kidsFPC KidsKids brandforest-park-church1branded-houseForest Park was launching a churchwide rebrand, and its kids program needed a brand of its own.ChurchMagazine Rail
harvester-church-for-the-oneHarvester Church: For the OneCampaignharvester-church1creative-team, campaignA citywide push that had to stay unmistakably Harvester.ChurchMagazine Rail
the-abode-kidsThe Abode KidsSub-brandHorizon West, Orlandothe-abode-church1branded-houseAn adventure for kids that never leaves the house.ChurchMagazine Rail
district-kidsDistrict KidsSub-brandWashington, D.C.the-district-church1branded-houseKids needed a room of their own inside a brand that had just been built.ChurchMagazine Rail
the-pastors-seminaryThe Pastors SeminarySub-brandSpring, Texasfounders-baptist-church1branded-houseA seminary brand with the weight of a school.ChurchMagazine Rail
resonate-kidsResonate KidsSub-brandNewaygo, Michiganresonate-church1branded-houseA kids' brand inside a grown-up one.ChurchMagazine Rail
here-comes-the-churchHere Comes The ChurchCampaignchurch-of-whitestone1creative-team, campaignA new church needed a launch campaign strong enough to fill the room on opening day.ChurchMagazine Rail
champion-your-communityChampion Your CommunityAnnual campaignunited-way-brand-foundations1creative-team, campaignUnited Way GBACC needed "Champion Your Community" to carry an entire fundraising year, not just a single ask.NonprofitMagazine Rail
ark-kidsArk KidsSub-brandMagnolia, Texasthe-ark-church1branded-houseA kids brand for a church whose main brand had just landed.ChurchMagazine Rail
funny-how-marriage-worksFunny How Marriage WorksSub-brandMichael Jr.michael-jr1creative-team, filmA campaign built on top of a personal brand, with its own course and box set to hold together.Sports & EntertainmentMagazine Rail
mens-final-four-houston-20232023 Men's Final Four, HoustonVolunteer orientationHouston, Texasharris-county-sports-authority-impact-20251filmVolunteers for a national event in Houston needed an orientation.Sports & EntertainmentMagazine Rail
blaze-festBlaze FestSub-brand · EventManhattan, New York1branded-house, launchYouth Vision's flagship summer program needed a brand before registration opened.NonprofitMagazine Rail
bcoc-lentLent, 2024 and 2026Lent and Easter campaignsBirmingham, Alabamabaptist-church-of-the-covenant1campaign,creative-teamA quiet Lent, on a brand only months old.ChurchMagazine Rail
united-for-youUnited For YouAnnual campaignunited-way-brand-foundations2creative-team, campaignA year of fundraising, with pieces added as the year went on.NonprofitMagazine Rail
district-youthDistrict YouthSub-brandWashington, D.C.the-district-church2branded-houseTeenagers needed a room that felt like theirs and still felt like home.ChurchMagazine Rail
heart-of-the-houseHeart of the HouseCampaignNewaygo, Michiganresonate-church2campaignOne thing to hand a new person.ChurchMagazine Rail
whitestone-youthWhitestone YouthSub-brandAustin, Texaschurch-of-whitestone2branded-houseThe third ministry in the house, and the one still without a brand of its own.ChurchMagazine Rail
growth-trackGrowth TrackSub-brandMagnolia, Texasthe-ark-church2branded-houseA four-week class launching in August, with the print due in July.ChurchMagazine Rail
bcoc-stewardshipStewardship: Embodying the VisionGiving campaignBirmingham, Alabamabaptist-church-of-the-covenant2campaign,creative-teamThe church had four values to carry into giving, and no visuals for them.ChurchMagazine Rail
college-football-playoff-houston-20242024 College Football Playoff, HoustonVolunteer orientationHouston, Texasharris-county-sports-authority-impact-20252filmVolunteers for a national championship needed an orientation they could watch.Sports & EntertainmentMagazine Rail
district-collegeDistrict CollegeSub-brandWashington, D.C.the-district-church3branded-houseCollege students in the same church, in a room that had to read older than Youth.ChurchMagazine Rail
united-for-good-galaUnited for Good GalaInaugural galaunited-way-brand-foundations3creative-team, campaign, filmUnited Way GBACC's board set June 5, 2026 for its first-ever gala—United for Good, distinct from the long-running January event—with its own presenting sponsor and a live CEO transition named right on the run-of-show.NonprofitMagazine Rail
the-ark-what-matters-mostWhat Matters Most?Launch campaignMagnolia, Texasthe-ark-church3launch,campaignLaunch Sunday was August 20, and the mailer had to land first.ChurchMagazine Rail
bcoc-starry-nightsAdvent: Starry NightsAdvent campaignBirmingham, Alabamabaptist-church-of-the-covenant3campaign,creative-teamThe church wanted all four weeks of Advent under one night sky.ChurchMagazine Rail
whitestone-householdHouseholdSub-brandAustin, Texaschurch-of-whitestone3branded-houseChurch of Whitestone's men's ministry was next in line for a sub-brand.ChurchMagazine Rail
resonate-youthResonate YouthSub-brandNewaygo, Michiganresonate-church3branded-houseStudent ministry sits in a hard spot. Too polished and it reads corporate. Too loose and it disappears into every youth group chasing the same look.ChurchMagazine Rail
district-church-musicDistrict Church MusicSub-brandWashington, D.C.the-district-church4branded-houseA music ministry that had to be its own thing and still be The District Church.ChurchMagazine Rail
multiplyMultiplyGenerosity campaignWashington, D.C.the-district-church5campaignA two-year generosity campaign that needed a name, a look, and a guidebook before the first Sunday.ChurchMagazine Rail
restore-campaignRestore CampaignCapital campaignThe District Church · Washington, D.C.the-district-church6campaignA capital campaign to restore a historic national memorial in Washington, D.C.ChurchMagazine Rail
creative-teamWhen we're your teamInsourcing, not outsourcing. What it looks like when a church or a company stops hiring an agency and starts having a creative team.Creative Team
filmVideo that carries the roomFrom a fifteen-second tagline piece to a documentary series. Two cuts, five locations, and a client who liked every frame.Film
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Funny gets them in the door. The brand carries the rest.
Brand Strategy
Creative Team
Web & Digital
Michael Jr.
Through custom typefaces, mood-driven color, and a flexible brand system, we worked closely with the Michael Jr. team to build an identity that could carry both the comedy and the meaning behind it—from his personal brand to the "Funny How Marriage Works" campaign built on top of it.
