Church of Whitestone asked for a men's ministry brand in September 2025. It was to be a full sub-brand with an icon, wordmark, color palette, typefaces, and elements, like the ones we had built for Kids, Youth, Discover You, and Community Groups. The ministry was called House Hold, and the church wanted the men's brand done first.
The ask was a strong mark with concrete in it that didn't feel cheesy. We took the letters from the name instead: an H for House stretched wide behind an H for Hold. The concrete went into its own element.
The suite carries the wordmark, the icon, a round badge, and a stacked lockup with the line A Whitestone Men's Initiative. The pastor approved it on November 24, 2025.
The deck set the direction as strength and elegance through a pattern, so the second element is the H itself, repeated edge to edge. The concrete texture runs at 35 percent opacity and stays off photography.
Collier carries the headlines. Aktiv Grotesk Extended handles short heads and subheads, with Pelago for body copy. After the first deck, the pastor wanted a more distinctive typeface. The palette is his own list: concrete, black, white, deep brown, and deep green.
In March 2026 the church asked for an official screens package ahead of a Sunday announcement. We built the sermon screens first, then announcement screens and posts for the men's event. In April the church dropped the space from the name, and we reissued the screens, socials, logo files, and style guide as Household.
We made the announcement as a post and a story. Profile graphics for the church's social accounts went out with the first logo files.
These applications came with the approved direction and sit in the style guide as examples of where the brand can go. Every one is a concept. The guide prints its own note beside most of them: "This mock-up is for reference."
Identity: the Household wordmark, icon, badge, and stacked lockup, delivered as a logo suite in five colorways.
Brand Style Guide: logo use, color, typography, brand elements, photography, and social media guides, updated for the Household name.
Social profile graphics: Facebook, Instagram, and X.
Sermon screens: full LED, lyric screen, TVs, and a lower third.
Announcement screens and socials.
Instagram Story templates.
