Athens Church was planted in Columbus, Indiana, with a bold and clear mission—to see a people, city, and world awakened to the glory of God. From the very beginning, their vision was rooted in the gospel, shaping how they gather, serve, and grow as a community. Since their official launch in 2016, Athens Church has become a thriving congregation, bringing people together through Sunday services, midweek gatherings, and various ministry opportunities.
However, as the church grew, the leadership recognized a challenge: while they had a logo, they lacked a cohesive and defined brand. Their visual identity and messaging weren’t as clear and consistent as they needed to be. To communicate their values effectively and create a strong, recognizable presence, Athens Church needed to take a fresh look at building a church brand. That’s where our team at Amenable stepped in—to help them refine and enhance their visual and verbal identity in a way that would reflect their mission and engage their community.
The Importance of Building a Church Brand
In today’s world, where people encounter countless messages every day, building a church brand is essential. A strong brand goes beyond just a logo; it’s about crafting a compelling and cohesive identity that reflects who you are, what you believe, and how you serve your community. For Athens Church, the goal was not just to look good, but to create a brand that would reinforce their gospel mission and make it easier for people to connect with them.
After evaluating the strengths and weaknesses of Athens Church’s existing logo, our team determined that a complete rebrand wasn’t necessary. Instead, a strategic logo refresh would allow the church to maintain trust and recognition while improving visual balance and usability. This approach ensured that Athens Church could move forward with an updated look without losing the identity their members and community had come to recognize.
After evaluating the strengths and weaknesses of Athens Church’s existing logo, our team determined that a complete rebrand wasn’t necessary. Instead, a strategic logo refresh would allow the church to maintain trust and recognition while improving visual balance and usability. This approach ensured that Athens Church could move forward with an updated look without losing the identity their members and community had come to recognize.
Why Church Branding Matters for Small Churches
Many small churches hesitate to invest in branding, thinking it’s only for larger organizations. But building a church brand is just as important for small congregations as it is for big ones. In fact, a well-crafted brand can help a small church stand out, communicate its mission effectively, and make a lasting impact in its community.
Because Athens Church is a smaller congregation with limited resources, our approach was designed to be scalable and sustainable. We focused on creating brand elements that were:
- Easy to use: no complicated design tools required
- Cost-effective: using free or affordable platforms for implementation
- Mission-driven: ensuring every element reinforced their purpose
Building a Church Brand That Works for Everyone
One of the biggest challenges churches face when building a church brand is making sure it’s as practical as it is beautiful. It must be easily understood to be implemented by pastors, staff, and volunteers—many of whom do not have a background in design or marketing. Our goal for Athens Church was to create a brand that was simple, invitational, and easy to apply across all communication channels.
To achieve this goal, we developed a comprehensive brand and editorial style guide, which provided clear direction on:
- Logo usage and variations
- Color palette and typography
- Tone of voice and messaging principles
- Social media strategy and templates
- Marketing tools and best practices
By equipping Athens Church with these resources, we ensured that their whole team—whether a lead pastor writing a sermon recap or a volunteer creating an event flyer—had the tools they needed to maintain consistency and clarity.
Implementing the Brand Across Every Touchpoint
A brand is only effective if it’s actually used. That’s why implementation was a key focus in Athens Church’s church branding process. Working closely with their staff team, we helped roll out their new brand across multiple platforms and materials, including:
- Their church app
- Marketing tools and digital communication
- Social media graphics and engagement strategy
- Signage and environmental design within the church
- Collateral and print resources such as bulletins and event flyers
By integrating the refreshed brand into every aspect of church life, Athens Church was able to create a consistent and engaging experience for both current members and newcomers alike.
The Power of a Strong Church Brand
At the end of the day, building a church brand isn’t just about having a polished look—it’s about clarity, consistency, and connection. A strong brand helps a church communicate its vision, engage its members, and reach new people effectively. For Athens Church, this process wasn’t about changing who they were, but rather refining how they presented themselves to the world. With a clear and cohesive brand in place, Athens Church has been able to confidently share their message, invite people in, and continue their mission of awakening their city to the glory of God.
Want a behind the scenes look at this project? Check out the comprehensive project case study below.