Unu Unu - Church Rebranding Case Study

CLIENT

Unu unu

YEAR

2024

SERVICES

brand strategy
‍
MESSAGING
‍
visual identity
‍
digital design
‍
art direction

Serving the local neighborhood

UnuUnu is a local church in Cluj-Napoca, Romania, dedicated to making a meaningful impact in the Gheorgheni neighborhood. As the 11th Baptist church plant in Cluj-Napoca, its name, "UnuUnu" (meaning "one-one"),
is a nod to its unique origins.

The church team approached us with a desire for a refreshed identity that better reflects where it's at today and effectively communicates with both its congregation and newcomers. We helped refine their specific purpose, as well as develop a brand voice and visual identity that represents their values.

BRAND STRATEGY

Getting specific
about purpose

Defining a unique purpose for a church can be challenging, given that all churches ultimately share the common purpose of glorifying God and fostering community. However, we chose to focus on the specific local impact that UnuUnu was planted for. As the first Baptist church in the Gheorgheni neighborhood, UnuUnu’s focus from the beginning was to serve the local community through both practical and spiritual support.

UnuUnu’s purpose is to be a church dedicated to Christ and people, acting as a bridge between the Eternal "One" and each "one" on their journey toward eternity. While this core purpose has remained consistent, we have reinforced it with practical initiatives that embody their commitment to the local community.

MESSAGING

Forming personality

In shaping a unique angle for UnuUnu’s positioning, a crucial aspect was establishing its brand voice. After gathering insights from both the church’s members and external perspectives, we identified four key attributes that capture UnuUnu’s personality: friendliness, simplicity, balance, and sincerity. Each of these attributes guides the verbal and visual expressions of the brand.

Friendliness means creating a welcoming and valued experience for everyone through inviting language. Simplicity involves maintaining humility as the church grows, achieved by using straightforward language. Balance reflects UnuUnu’s commitment to upholding core beliefs while speaking the truth with love. Lastly, sincerity is about continuous self-reflection, ensuring that all communication remains both meaningful and considerate. By integrating these characteristics into its brand voice, UnuUnu can effectively convey its values and connect more deeply with its community.

VISUAL IDENTITY

Layers of Meaning

We combined a clean, minimal sans-serif typeface with a distinctive serif to highlight the blend of modern and traditional elements that define UnuUnu as a church. This visual approach is complemented by the logomark, which features two key elements: the number 11, shown as an upright 1 and an inverted 1, integrated into the shape of a cross. This design not only emphasizes the church’s name and its significance as the 11th Baptist church plant in Cluj-Napoca but also represents the core of the Christian faith, symbolizing both the vertical relationship with God and the horizontal connection within the church community. To bring everything together, the color palette not only reflects the brand’s core attributes but also includes a specific color pairing for each church department.

Branding with
‍purpose for good.

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