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BRANDING & STYLE BOOK

OUR ONLY BOAST IS THE CROSS ALL OUR HOPE IS CHRIST IN US, YOU WERE CRUCIFIED TO RAISE AND FOREVER WE WILL PRAISE THE LIVING GOD


To change our world by developing Christ followers who love God and love people!

LOCAL COMPETITION COMPARISON NUMBERS MARKET NORMS MOODBOARD

3.1 3.2 3.3 3.4

LOGO & TAGLINES COLORS & FONTS PHOTOS BRAND VOICE

4.0 • BRAND DEVELOPMENT

2.1 2.2 2.3 2.4

3.0 • STYLE GUIDE

IN THE BEGINNING PROJECT GOALS SWOT ANALYSIS ABSTRACT & PAPER

2.0 • CREATIVE DEVELOPMENT

1.0 • BRAND RESEARCH

THOMAS ROAD

CONTENTS

THE MISSION OF

1.1 1.2 1.3 1.4

4.1 4.2 4.3 4.4 4.5 4.6

PRINT - BILLBOARDS PRINT - BUS & MAGAZINE CAMPUS SIGNAGE INTERACTIVE EXPERIENCE GUERILLA SOCIAL SWAG BAG

“IF IT’S CHRISTIAN, IT OUGHT TO BE BETTER!” - DR. JERRY FALWELL


1.0 • RESEARCH & HISTORY

HIS LOVE HAS MADE A WAY THE GRAVE IS OVER COME JESUS IS THE CHRIST,


THE BEGINNING OF

1.1 • IN THE BEGINNING

THOMAS ROAD It all began in the summer of 1956, when Jerry Falwell set out to change the world with a handfull of people and a fist full of money. It’s first worship space was an old, abandoned Donald Duck bottling building at 701 Thomas Road. Thirtyfive first week attendees poured their heart and soul into their new church, and with their first offering of $154.00, and their faithful leader, they set out to begin to impact the world. Over the years they would grow and build two more worship facilities on that campus (Pate Chapel and the Octagon) before moving to Liberty Mountain. Jerry was a man with a God-sized vision to change the world with the gospel. He took advantage of television and radio in Lynchburg, he started a k-12 school, and a college that is now the world’s largest Christian institution and largest private college in America. Thomas Road has always believed that, “If its Christian, it ought to be better.”“Doc” took to the shoe-leather express around town and went door to door knocking on 100 doors a day, growing the ministry and getting the gospel out. In the 60’s, 70’s and 80’s they were the model of the church on the rise, what every growing church looked to for leadership and what to aspire to. The 90’s brought financial troubles, but, God saw the church through it. In the 2000’s Liberty, Thomas Road, Liberty Christian Academy, Liberty Ridge and the Liberty Godparent Home all joined on Liberty’s Campus to bring the ministry together at one central location. May 15, 2007 - Dr. Falwell passed from a major heart malfunction, leaving the leadership of Thomas Road to his son, Jonathan. Thomas Road has continued to experience growth under Jonathan’s leadership. The ministries of Thomas Road continue their global reach with the mission to change the world and create followers of Christ who Love God and Love People.

“WE CAN ONLY CHANGE THE WORLD IF WE HAVE A HEART FOR THE WORLD AND DELIVER THE MESSAGE FOR THE WORLD. WE CAN ONLY CHANGE THE WORLD IF WE EVANGELIZE THE WORLD.” - DR. JERRY FALWELL


“WHAT’S YOUR BHAG?”

THE TARGET AUDIENCES OF

Dr. Falwell was a man with an un-impeachable vision, someone who was a force to be reckoned with. Thomas Road was his main ministry that he poured his life into. The church is a very quickly recognized name in the community, you mention Thomas Road and immediately they know what you’re talking about. In the past few years since Dr. Falwell passed away, the focus hasn’t been on brand identity and positioning in the community. The overwhelming opinion of Thomas Road is a good one, it has a positive stance with the community, however, it’s marketing has been known to be a little un-cohesive. The goals of my project are to enhance the future of Thomas Road’s growth through the following strategic goals:

Thomas Road welcomes all people of all races and all ages at all times for all events - It’s all about the connection to Community at Thomas Road. These persona’s are a guide to help establish the brand options for TRBC.

1.2 • PROJECT GOALS

- DR. JERRY FALWELL

PROJECT GOALS: • IDENTIFY A BRAND POSITION • IDENTIFY AND RE-BUILD BRAND IDENTITY • IDENTIFY EXTERNAL MARKETING NEEDS • IDENTIFY INTERNAL MARKETING NEEDS

THOMAS ROAD JERRY - AGE 42 Jerry is a father of 2, married to his wife of 16 years. He attends on Sunday mornings with his family, comes to the services and sometimes attends other events

MARYBETH AGE 24 MB attends on a regular basis, went to high school at LCA and sings in the choir. She has lots of friends and stays involved, and plans to graduate from Liberty University next year.

BOB & JENN - AGE 35 Bob and Jenn are a newlywed couple who moved here for work reasons, they have 3 kids, and are looking to make new friends and get connected and find ways to get their kids involved.


BRAND POSITIONING PARKING TRAFFIC CROWDS FOR EVENTS SIGNAGE / DIRECTIONAL UNTRAINED VOLUNTEERS TREE OF LIFE MINISTRIES BLUE RIDGE COMMUNITY BRENTWOOD HERITAGE BAPTIST HYLAND HEIGHTS BAPTIST INTERNAL POLITICS

1.3 • ABSTRACT & PAPER

WEAKNESSES

SPEEDING UP CHECK-IN ATTRACTING FAMILIES SIGNAGE UPDATES MEDIA DISTRIBUTION INFORMATION DISTRIB. COMMUNICATION

THREATS

STRENGTHS OPPORTUNITIES

1.3 • SWOT ANALYSIS

HISTORY IN LYNCHBURG FAMILY ORIENTED MINISTRY OPPORTUNITIES ENOUGH FOR EVERYONE WORSHIP WELL TRAINED STAFF

RESEARCH

When looking at what Thomas Road was, I had to step back for a minute. I went to Liberty University for undergraduate and still go to Thomas Road on Sunday mornings. I knew Dr. Falwell and am on a first-name basis with the Falwell family. The toughes part of it all was stepping back and making myself irrelevant. One of the great things TRBC has going for it is it’s rich history in the region. Lynchburg, Virginia is a very active community in the arts and the city has over 270 active congregations of varying denominations - literally a church on every corner. The Falwell family, itself, is a testimony to reslilence and willingness to embrace the future with a bold, God-sized vision. I found that TRBC had let some things fall by the wayside. Dr. Falwell was a public force, and, like most celebrities, could draw his own crowd. After he passed away, attendance waned, leaving them to within the ranks begin to build from what they knew. 6 years after Dr. Falwell passed away, they’re still in a marketing slump - still trying to find that mix of ingredients that will grow the congregation. Thomas Road doesn’t target a younger audience, or position themselves for any specific age group - they just want to reach the world with the Gospel - that’s it.

ABSTRACT

In doing research, I found that Thomas Road didn’t need so much a complete makeover, but, to take on its own identity campaign. One of the problems facing the modern church, is complacency - groups get happy the way they are and don’t seek to reproduce their numbers. In order to be competitive and keep up growth, Churches need to identify trends and stick with those - whether they be technological or advertising. People love to be entertained. I went with exploiting the experience that people get through worship - that feeling. I wanted to convey through photos, advertising and streamlining the processes of every day life at Thomas Road to bring that experience to the forefront of their mind - that they associate Thomas Road with a deep, rich, simple and un-complicated worship experience they can get lost in.


.0 • CREATIVE DEVELOPMENT

NO POWER IN HEAVEN OR EARTH CAN TAKE US AWAY FROM YOUR LOVE, NO TRIAL, OR SUFFERING O GOD, CAN TAKE US AWAY FROM YOUR LOVE


Denomination: Baptist Size: 1500 weekly

TREE OF LIFE MINISTRIES

Denomination: Non-denominational / charismatic Size: 800 weekly

BLUE RIDGE COMMUNITY

Denomination: Non-denominational / emergent Size: 1000 weekly

BRENTWOOD CHURCH

Denomination: Emergent • Size: 4-500 weekly

HYLAND HEIGHTS Denomination: Modern Baptist Size: 2,000 weekly

2.2 • COMPARISON NUMBERS

2.1 • LOCAL COMPETITION

HERITAGE BAPTIST CHURCH

DENOMINATION: Southern Baptist SIZE: 28,000 weekly (all services)


PHOTOS AND SHOPPING MALLS

2.3 • MARKET NORMS

When trying to get a grasp on the direction the project should go in, I spent time researching how a few other churches advertise - ones that are on the scale and magnitude of Thomas Road. I looked at First Baptist Jacksonville and Prestonwood Baptist - both mega - churches that have experienced growth, and had good success in penetrating their areas with the gospel. One of the big challenges that Thomas Road faces is a rich history and overcoming some of the pre-conceived notions that it’s still the, “Old Time Gospel Hour.” Currently, Thomas Road does not distinguish itself with an advertising campaign at all. Advertisements are done at a one-off pace depending on the needs of the church at the time, usually for specific events like Celebrate America. Larger churches engage the community through advertisements that include photos. Westfield Malls incorperate a very simple, yet, interesting system of directionals in their malls. Their parking lots are easy to navigate and once you get inside, the door you entered is clearly labelled. The halls are flanked with signs that point you by anchor store or entrance direction. If there is a wing you are in, that’s included on the sign as well. Throughout the mall are various printed or digital maps that also help you find something that isn’t an anchor, but, utilizes the anchors as a way to find your bearing. All these features help make your experience more pleasant so you aren’t wandering frustrated. While you aren’t giving your money directly to the mall, they still get money indirectly from the stores success and being able to maintain their lease. Mall’s survive based on foot traffic and spending. Why shouldn’t the church follow an abstract version of that model?


CAMPAIGN PROJECT MOODBOARD

2.4 • MOODBOARD

The moodboard I decided to go with offered elements of worship and music. When people think of church, one of the fastest associations tends to be the music and worship style, whether they have a choir, if its engaging and upbeat; are they traditional or modern, etc. The moodboard offers darker, simple colors but the photos bring the vibrance. I wanted to offer a rich experience for everyone, utilizing the photos to bring the texture and life that attract the younger audiences and the typography and design style to keep the older generation’s attention. Thomas Road doesn’t single out any individual age group for worship - come one, come all, and bring a friend. I stepped away from the colors listed, I thought they were too muted; didn’t have enough punch to them. Nothing about Thomas Road says that it’s boring, you can tell that through the people worshiping or the musicians faces, and even the culture of prayer that exists at Thomas Road. I capatalized on the verse in 2 Corinthians, “Where the spirit of the Lord is, THERE is liberty.” TRBC is about experiences together, the freedom that worship brings that you’re free to express and feel the Spirit move.


3.0 • STYLE GUIDELINES

O GOD, YOU ARE, YOU ARE OUR HELP, YOU ARE OUR HELPER, TO ALL GENERATIONS, YOU WILL BE, FOREVER AND EVER OUR SHEILD AND OUR ETERNAL HOPE O LORD, YOU ARE THE ANCIENT OF DAYS, AND WORTHY OF OUR PRAISE


THE LOGOS OF

THE TAGLINE OF

The logo is the most important part of the brand identity for TRBC - it is the public representation of the Church. It must be legible and easily recognized - these guidelines will help with all design needs.

Representation of the brand to the public both on the campus and in the media is extremely important. These taglines give a snipet of the personality they can expect from our ministries.

THOMAS ROAD

HORIZONTAL VARIANT

MAIN LOGO • FOR USE ON LIGHT FIELD

MAIN LOGO • FOR USE ON A DARK FIELD

“We’ll see you down the road” “Experience the Road Trip”

WORDMARK • SOLO

“Welcome Home” LOGOMARK • SOLO

3.1 • LOGO & TAGLINES

THOMAS ROAD

Trajan Pro - Logo Font (not for copy) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890


3.2 • COLORS AND FONTS

THE COLORS OF

THE TYPEFACES OF

The color swatches below are basic colors to be used as a base to build your designs from. Other colors may be introduced based on need, but, this color palate should be referenced for basic, every day design needs of the Church.

These typefaces are a basic guide for designs for Thomas Road - they’ve been tested for both print and screen. Please use these fonts when possible for general, everyday needs of Thomas Road. How to use the fonts is defined below.

THOMAS ROAD

R=219 G=216 B=199 R=47 G=107 B=125 R=11 G=32 B=48 R=214 G=79 B=42 R=122 G=138 B=127 R=122 G=138 B=127 R=122 G=138 B=127 C=13 M=11 Y=21 K=0 C=83 M=47 Y=39 K=13 C=90 M=75 Y=54 K=65 C=11 M=83 Y=97 K=2 C=55 M=36 Y=49 K=6 C=55 M=36 Y=49 K=6 C=55 M=36 Y=49 K=6

THOMAS ROAD headlines - Typograph pro Arno Pro - Body Copy & Headlines KNOCKOUT FLYWEIGHT — TITLES, SUB HEADS AND HEADLINES Great Vibes — Names, Decorative Needs, Invitations DUKE (FILL WEIGHT) — HEADLINES, SIGNAGE AND TITLING OPEN SANS (CONDENSED LIGHT) — BODY COPY, HEADLINES, SIGNAGE Quaver Serif – Body Copy & Signage


3.3 • PHOTOS

THE PHOTOS OF

THOMAS ROAD TRBC has a rich library of photos to pull from for all occasions. Utilizing the photos adds life and color to the visuals the public sees. They’re a great way to spice up the look and grab the eye.


3.4 • BRAND VOICE

SHARING THE VISION

The voice of Thomas Road should reflect the passion for vision, the love of people in our communities and a love of a God who never fails us. TRBC is a church, and, we want to be worshippers. Why? Because Jesus is Worthy, and we want to worship this worthy Jesus. Everything printed, everything broadcast, everything heard should reflect the views that Thomas Road exists to develop Christ followers who love God and Love people. We’re rich in history and in teaching and in talent. When writing, the pieces need to be upbeat and with a distinct tone. Style needs to reflect AP style for promotional pieces.

“IF YOU KNOW PEOPLE IN YOUR CHURCH OR YOUR NEIGHBORHOOD THAT ARE FACING ADVERSITY, I ENCOURAGE YOU TO OFFER A HAND OF FRIENDSHIP TO THEM. THAT IS WHAT JESUS WOULD DO.”

- JONATHAN FALWELL


4.0 • BRAND DEVELOPMENT

YOUR OVERWHELMING LIGHT, SHATTERS THE DARKEST NIGHT WHEREVER YOU ARE WHEREVER YOU ARE DEATH IS OVER COME. YOUR RESURRECTION PROVES, YOU’RE MAKING ALL THINGS NEW, DEATH IS OVERCOME


4.1 • PRINT - BILLBOARDS

“AT A GLANCE” Utilizing billboards already placed around Lynchburg, Thomas Road boosts awareness of regular services at TRBC as well as push attendance numbers up.

EXPERIENCE WORSHIP AT THOMAS ROAD

EXPERIENCE WORSHIP AT THOMAS ROAD Sundays at 9:15 & 11:00 am

Sundays at 9:15 & 11:00 am

www.trbc.org

www.trbc.org


4.2 • PRINT - BUS & MAGAZINE

“LOCAL FLAIR” Local magazines have a decent folowing in Lynchburg - they pervade every shop and store across the county. A cost efficient way to get the word out . Lynchburg Living, The Liberty Journal, The Bedford Bulletin, Amherst Guide, Forest Life, etc.

EXPERIENCE WORSHIP AT THOMAS ROAD

Placing an ad at local bus stops puts your message in front of riders multiple times per day - another way to utilize strong photos to get the message across.

Worship at Thomas Road takes on a personality all its own — full orchestra, choir with over three-hundred voices, original songs and community of worshipers lost in the moment.

COME EXPERIENCE THE ROAD TRIP SUNDAYS AT 9:15 & 11:00 AM

www.trbc.org


4.3 • CAMPUS SIGNAGE

“NAVIGATING THE MAYHEM” Any day on the TRBC Campus can turn chaotic in minutes. The dynamic nature of the facility means parking lots fill and empty quickly, rooms change designation and students out of class rushing the hallways to leave. Part of enhancing the experience at Thomas Road is making navigation simple and effective — allowing people to find their way around congestion and making the first and last few minutes of their time on campus less of a headache.

DIGITAL SIGNAGE DYNAMIC CEILING MOUNTED OPTION

20X20” SIGN IDENTIFIES LOTS MON-FRI

13’X3’ SIGN

SUNDAY PARKING BANNERS


4.4 • INTERACTIVE EXPERIENCE

“EXPRESS CHECK-IN AT A CHURCH?”

“SHARING CANDID EXPERIENCES”

Designed to be a simple way to find a classroom, keep track of kids in activities and locate counselling contacts without having to ask questions to strangers, the interactive kiosks address a myriad of needs to a growing congregation.

With everyone having smartphones - letting people join the campaign in a simple, interactive way opens the doors to see not just photos, but, how successful events are. Instagram allows for feeds to be monitored and edited, allowing the integrity of the institution to remain in-tact.

#EXPERIE

Use this

40” TOUCH SCREEN SIMPLE MENUS TO HELP FIND YOUR WAY

“AS WE WITNESS OUR RELIGIOUS FREEDOMS BEING LOST AND OUR CONGREGATIONS GETTING ITCHY, IT IS TIME FOR OUR CHURCHES TO AGAIN BECOME RELEVANT WITHIN OUR CULTURE.”

- JONATHAN FALWELL

tag and s

hare you

Worship at Thomas Road takes on a personality all its own — full orchestra, choir with over three-hundred voices, original songs and community of worshipers lost in the moment.

COME EXPERIENCE THE ROAD TRIP SUNDAYS AT 9:15 & 11:00 AM

NCETR

r photos

on Instag

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4.5 • GUERILLA & SOCIAL

“THE VIEW FROM ... BEHIND?” Using the back of a bus at the viewing height of the average vehicle, you create an optical illusion that makes you feel like you’re actuall there - generating excitement about the event and checking for tickets on your smart device.

EXPERIENCE CHRISTMAS AT THOMAS ROAD

WWW.VIRGINIACHRISTMASSPECTACULAR.COM

“ON THE BIG SCREEN” The advent of digital readerboards around town through Lamar advertising opens up doors to broadcast experiences. Through monitored feeds, attendees at events and services can share with the world and generate excitement. The best advertisement is word of mouth. In the digital age - that comes through Twitter, Instagram, Pinterest & Facebook. Why not tap into it?


REFERENCES: Jonathan Falwell Quotes. (n.d.). In ochristian.com. Retrieved June 8, 2013, from http://christian-quotes.ochristian.com/Jonathan-Falwell-Quotes/ Jerry Falwell Quotes. (n.d.). In ochristian.com. Retrieved June 8, 2013, from http://christian-quotes.ochristian.com/Jerry-Falwell-Quotes/ Prestonwood Baptist Church. (n.d.). In Prestonwood Baptist Church. Retrieved June 8, 2013, from www.prestonwood.org

4.6 • SWAG BAG

Bellevue Baptist Church. (n.d.). In Bellevue.org. Retrieved June 8, 2013, from www.bellevue.org Thomas Road Baptist Church. (n.d.). In trbc.org. Retrieved June 8, 2013, from www.trbc.org PHOTOS: Pages 1.1, 3.3 Backgrounds - Thomas Road Archives, Lynchburg, VA. 2.3 - Prestonwood.org, Bellevue.org. / Westfield Signage - Alex Towers Other Photos - Alex Towers

Towers 10 4 2 final  
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