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Location: Columbus, Indiana
People encounter countless messages every day, so churches need brands that share a compelling and cohesive identity that reflects who they are, what they believe, and how they serve their community. The challenge is that not every church has resources to spare for secondary projects. For Athens Church, the goal was to create a brand that would reinforce their gospel mission without draining their budget.
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 refresh—our terminology for refining an existing brand—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 a sharpened logo without losing the identity their community recognized.
This refresh process was all about defining rules for the brand and helping Athens Church develop continuity through small, repeated decisions. Along with updated logo files, we created a comprehensive brand and editorial style guide providing specific direction for each of the following areas:
All of these resources were also designed with the understanding that they should be easy-to-use, cost-effective, and mission-driven. One of the biggest challenges churches face when building a brand is making sure it’s as practical as it is beautiful. It must be easily implemented by pastors, staff, and volunteers—many of whom do not have a background in design or marketing.
By equipping Athens Church with a brand guide, 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: Athens Kids
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:
To understand the importance of implementation, it’s easiest to envision it in action, something we did with a strong sub-brand: Athens Kids
After Amenable completed the overall Athens brand, the church followed up for us to craft a clearer identity for its children’s ministry. In any children’s program, parents want to know that their children are in a place where they’re not only safe but also engaged, loved, and learning about Jesus in a meaningful way. Volunteers need to feel connected to the mission and equipped to serve effectively. And kids? Well, they just want to have fun and feel like they belong.
With all of this in mind, we knew we wanted to create something vibrant, welcoming, and distinctly a part of the Athens family. We developed a playful yet purposeful color palette, selected typography that was both kid-friendly and professional, and created a pattern of geometric shapes that added a fun, dynamic feel across all materials. From signage that catches the eye to resource materials that engage both kids and parents, every detail was intentional.
This is where implementation brought Athens Kids to life. We worked closely with the Ministry Lead to roll out the new brand in a way that felt authentic and seamless. Here’s how we made it happen:
Ultimately, the design process wasn’t just about logos and color palettes. It was about helping kids feel loved, parents feel confident, and volunteers feel equipped. That’s the power of a great brand—and Athens Kids is living proof of what’s possible when you get it right.
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.
