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Even you.

Even You Example 1.jpg
Even You Example 3.jpg
Jesus gave His spirit of love to people of many different races, ages, and backgrounds. Why would someone sharing about Him look only one type of way?

Skills Used: 

 

  • Adobe Indesign

  • Adobe Lightroom

  • Adobe Photoshop

  • Concept Development

  • Copywriting

  • Digital Photography

  • Image Editing

  • Print Design

The Challenge: 

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East-West Ministries delivers the message to Christians to pray, give, and go to the nations considered unreached from the gospel of Jesus Christ. That had been working for a while, but over time, they felt like they were reaching the same audience over and over. Armed with a budget for a spring campaign, a meeting was set to brainstorm a solution, and yours truly was invited.

The Solution: 

 

With fresh eyes, I was able to see something that my tenured coworkers couldn't—evangelical ministries have often unintentionally excluded numerous demographics in their marketing promotions. To tap into a new audience, we could recognize all Christians for what they already were: missionaries! With my simple tagline "Even You," we re-defined who missionaries are, increased brand awareness, and unlocked a new group of East-West participants.

My Creative Process

Step 1: Find Visual Inspiration

First Things First: Pinterest

Step 2: Ideation

Visual Inspiration 2

As East-West's Arise Marketing Specialist, I was technically on the marketing team but usually not brought onto East-West projects. The team consisted of a graphic designer, a videographer, a copywriter, a web specialist, a social media manager, and me (doing all those tasks but for Arise). This project was a great opportunity for me to collaborate!

East-West's graphic designer and I decided we'd take the lead on the campaign's style and then present them to the group. I started ideation sketching and using Pinterest as inspiration.

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To the left: This was my favorite inspiration I came across. I felt like it could communicate the message of the Bible's 1 Corinthians, chapter 12, discussing how all Christians make up one body of Christ and are equally needed.

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Below: These were my initial proposals to the team. I used a similar style to my inspiration photo with a collage and 3-dimensional elements.

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Feedback: The group liked my ideas, but they thought “His Entire Body” could be a different campaign altogether. They wondered if we could keep a collage but change the focus.

Even You Ideation_Page_1.jpg

I sent the graphic designer the inspiration photo below, and she created...

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These!

Step 3: Iterations

I helped her write the copy!

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The team liked the bold colors and that “Even You” was more in focus. They also liked the hand-drawn elements. Overall, they weren't sold on either proposal and wondered if we could create an iteration, somehow combining our ideas.

The graphic designer sent me a photo of a unique mural she had seen on a past trip (in the middle, below) and suggested that I try creating a collage of just a face rather than an entire body.

 

The results? ... Let's just say that they need to be locked up and hidden forever. I didn't even bother finishing them. One word: Haunting.

After testing out different styles of collages, I knew in my soul that something was off.

I brainstormed with the designer and chose to use a cleaner grid layout to better place the focus immediately on the diversity of the subjects.

Final Even You Cover

We picked a bright color scheme that was eye-catching but not distracting from the people featured.

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We included people who may not have thought of themselves as those who could go overseas for ministry—men and women late in years, with children, with disabilities, with busy careers, and with edgy styles.

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We used this image for a content download cover and repurposed individual squares for social media.

Step 4: Product Shots

East-West's social media manager and copywriter finished the content download that the graphic designer laid out in InDesign, and I was tasked with shooting it for social media ads. These are the inspiration shots I was sent:

These were my final shots:

Step 5: The Final Touches

The social media ads were posted and a landing page was set up by the web developer.

Overall, it was rewarding to work with the team and see diversity celebrated! 

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