Lumina - Church Branding Case Study

CLIENT

BISERICA LUMINA

YEAR

2021

SERVICES
‍

brand strategy
‍
NAMING AND MESSAGING
‍
visual identity
‍
print/digital design

A redemptive
church experience

Biserica Lumina (Lumina Church) is a church in Oradea, with the purpose of being a community in which anyone can grow in their relationship with God and in serving one another.

Being that this was a pro-bono project for us and the fact that it’s a non-profit, we approached it with excitement to be able to help the start of something truly different for how a church can respond ot the needs of this day and age.

We partnered together to craft a more abstract and open-ended brand strategy. The foundational elements were defining the purpose, vision, values, and practical approach in various touchpoints. We then worked on developing a brand identity to reflect the church’s values in various mediums.

BRAND STRATEGY

Personal discovery through community

The essence of the brand strategy can be summed up in the four foundational values: faith, discipleship, growth, and creativity.

The brand of the church was built around the idea of being the kind of supportive community through which each person could discover their own special gifting from God with which to to glorify Him and serve others.

NAMING AND MESSAGING

Applying the golden rule to voice

Lumina’s voice is friendly, approachable, enthusiastic, and personal. In support of the brand voice, we came up with four essential principles in communication. Lumina communicates with honesty, with humility, with compassion, and with the joy of salvation. All of these elements come together in an effort to more clearly convey the purpose of the church.

A practical guideline of how to apply the voice was created for the purpose of being able to give guidance in everything from social media captions to flyers.

VISUAL IDENTITY

The meaning of light

The name Lumina (light) was what we kept coming back to when developing the visual identity. Early on, we decided to avoid the typical symbols for this word like a lighthouse or a torch. That led us to thinking about how light shines through in dark places, which is a metaphor for what we believed Lumina church to be for the surrounding local community.

We arrived at the idea of a window for two reasons. The first reason is because a window is the means by which light can flood into an otherwise dark place (therefore taking the metaphor above further) and the second reason being that windows are transparent, which is the kind of church Lumina sets out to be.

And although we chose to also incorporate the symbolic cross into the arched window, we shaped the cross as two paths that seem to reflect one another. These paths represent the way in which Lumina wants to reflect God’s light in and beyond the church community.