The Gathering Church
Brand strategy, visual identity, logo design. project management
Following a season of internal conflict, challenges presented by the pandemic, and a year of transition and discernment, Bakerview Church found itself considering a name change and brand overhaul. Founded in the early 1960s, as an English-speaking church plant from Clearbrook MB, the community had evolved and was ready to begin a new chapter.
Brand Vision
We consulted with key stakeholders and church leaders who had landed on a name that reflects their renewed focus of being Jesus-centred community. From there, we worked together to create a brand strategy, visual identity, and logo design that reflect the concept of a Jesus-shaped people living his Kingdom reality in community—extending that love and care to the people of Abbotsford and beyond.
“As The Gathering Church, we have been on a journey to rethink and restart our church community. This process, though humbling and challenging at times, has been filled with hope. We reached a pivotal moment where a new visual and brand identity was needed to reflect and represent our renewed vision. For this journey, we were fortunate to engage with Michelle Sourisseau and Wendy Lees at Form Meets Function. Together, they delved deep into the essence of our community, embarking on a thorough and enriching process to articulate and refine our identity, grounded in our new core values and vision for the future. ”
— Shawn Neumann, The Gathering Church
Logo Concept
Taking inspiration from the community, church iconography, and nature, we created a sense of faith, curiosity, and hope within the core brand mark. Lines encircling the centre suggest individuals gathering. There’s an inward movement to represent the church coming together, as well as an outward movement to indicate the church's intention to reach the community of Abbotsford and beyond. The wreath shape of the icon is reminiscent of a crown of thorns, which keeps the focus on Jesus—the reason for gathering.
Visual Identity
The new brand identity system was further expressed through a warm, earthy colour palette, classic typography, and people-focused photography.
“Michelle’s role was pivotal in transforming these insights into a visual language that truly resonates with our community. Her creativity, paired with an engaging and intentional approach, led us through a conceptual and visual exploration that was not only effective but also deeply reflective of our identity. Michelle’s ability to listen, interpret, and visually articulate our aspirations has been a powerful gift to us.”
— Shawn Neumann, The Gathering Church
“The culmination of this collaboration is a brand identity that resonates deeply with us and we are truly proud to embrace. This new identity encapsulates our vision in both words and visual form, and has become an integral part of our journey toward becoming the Jesus-centered community we aspire to be.”
— Shawn Neumann, The Gathering Church
Credits
Priscilla Du Preez, photography
Helena Lopes, photography
Sincerely Media, photography