Case Study · 03
Series Campaign Identities
From 2022 to 2025, every teaching series received a complete visual identity—wordmark, environmental signage, print, digital, and video—designed, produced, and shipped on a recurring institutional cadence. Not one campaign; a sustained creative practice.
The Practice
Agency portfolios show campaigns. In-house work is defined by something harder: the next campaign, and the one after that, delivered on schedule for years. Each teaching series at AACRC ran eight to twelve weeks, and each one got its own identity—distinct enough to feel like a fresh invitation, disciplined enough to read as one institution.
The range was deliberate. Galatians (Fall 2022) built its identity on pottery photography and a humanist serif. John (Fall 2023) went celestial—a star field, thin geometric capitals, an open horizon. The Belhar (2025) used high-contrast black-and-white photography and compressed grotesk type. Acts (2025) softened into a hand-scripted wordmark over a communal table. Four series, four unmistakably different moods, one consistent institutional mark anchoring them all.
The Gospel of John · Fall 2023
The John series film—the identity in motion.
Acts: Joining God's Table · 2025
What every series shipped with
Sanctuary graphics
Large-format wall art behind the platform, read from every pew
Environmental banners
Hall and entry signage read at walking pace
Print & mail
Postcards, bookmarks, and small-group materials
Digital & video
Web graphics, social assets, YouTube thumbnails, and countdown films with original scores
The Countdown Practice
Every service opened with a five-minute countdown film—edited, graded, and scored to arrive at zero exactly as worship began. Some were montage pieces, some single-shot meditations. Tension cuts weaving, ballet, rowing, lab work, and solar installation into one quiet argument about human work:
The practice ran across the whole calendar. Ordinary Time (2022) holds a single sunlit forest shot for five minutes while its original score builds from near-silence to full arrangement—the same music-as-structure discipline behind the Galatians film. Advent (2022) strips back to fog and mountain silhouette, letting the season's restraint set the tone.
Distinct enough to feel like a fresh invitation. Disciplined enough to read as one institution.
What This Demonstrates
Sustained creative direction under a real production calendar. Anyone can make one good campaign; this shows art-direction range—celestial, scripted, photographic, typographic—delivered repeatedly, on deadline, inside a coherent brand system, while the same person was also running communications strategy for the institution.
Two of these series grew into full case studies of their own: Galatians, with its countdown film and original score, and the Belhar, the four-format brand system.