Matthew 25 Initiative

About the Project

The Matthew 25 Initiative, also known as M25i, is a network within the Anglican Church of North America that is dedicated to empowering and equipping Christians who serve on the front lines in vulnerable communities. They stand at the crossroads of justice and mercy by inviting Anglicans across the globe to embrace the gritty reality of loving their neighbors.

The Matthew 25 Initiative grew out of an observed need for stronger connections between parishes and practitioners, which is where our team at Amenable comes in. When they reached out to us asking how to brand their ministry, we saw a unique opportunity to help them care for those who care for others.

ServicesBrand DevelopmentDigital & Print MaterialsSocial Media Campaign

M25i didn’t need a brand reboot—they needed amplification. So we focused on building tools and structure, not replacing what already resonated.

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Social media campaign template

The M25i team understood that consistent branding translates into clear communication, and that was reflected in the variety of projects they invited us to work on.

In one of our first projects with the Matthew 25 Initiative, we created a series of social media templates for their 2022 Lent series. The design concept for the templates was inspired by 12th-century Japanese suminagashi, an art form that uses water and ink to turn plain paper into a vibrant, marbled piece of art. Suminagashi is a meditative process that requires focus and patience, which harmonizes beautifully with the concept of Lent as a period of intentional reflection.

Although it might seem counter-intuitive, the decision to give the M25i team templates rather than a pre-built campaign has borne its fruit in the years since. Without too much effort, they’ve been able to refresh and reuse the same templates for their 2023 and 2024 Lent social media posts, which helps maintain continuity of visual identity and messaging from year to year.

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Brand Inspiration

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Brand photography

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Suminagashi art

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Editable templates

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Suminagashi art

Other Projects

Another way we prioritized replicability for the M25i project is by creating branded templates for frequently used resources like flyers and class handouts. Although these types of documents might be easy to overlook when figuring out how to brand a ministry, they are often one of the first impressions a new visitor receives when they encounter the Matthew 25 Initiative. This upgrade to a seemingly “minor” part of their ministry provided a meaningful boost to their overall brand image.

Our goal, as with every client, was to set the Matthew 25 Initiative up for future success by coaching them through the branding process and equipping them with the skills and confidence to finish the work independently. Ministries like the Matthew 25 Initiative have a rich message and purpose behind what they do, and we loved tapping into that context to build layers of significance into what we created for them.

“Amenable has truly understood our brand, mission, heart, and vision—which means that our projects aren't just ‘created,’ they are designed with purpose and attention.”

Hannah McKnight

Communications Manager

Matthew 25 Initiative