In 2021, I had the privilege of taking on the creative direction of the rebrand of Journey Church, a church with multiple locations in North Central Florida. Journey was in the ideal position for a fresh visual identity, as those in leadership were making efforts to simplify the mission and vision of Journey Church. This visual branding is a reflection of those efforts to be more straightforward and represent the simplicity of the vision, “Everyone helping someone take steps to follow Jesus Christ.” 

Leading the creative direction of this rebrand was a unique challenge. With many churches across the U.S. sharing the same name as Journey, it was imperative to visually stand out while maintaining an accurate representation of the church. The design process began with small group meetings with staff members and congregants where I facilitated dialogue about Journey Church as a culture and a brand. Through these conversations, I concluded that Journey Church is a place that is energetic and bold, while still feeling safe and homey. Through visual research, the decision was made to use a “J” as the logo. Journey Church produces apparel and various accessories, so it was important to have an iconic and recognizable logo. I became inspired by the work of fellow designer, Alex Amaya and his series of logo concepts for each letter of the alphabet. With his permission, I made my own version of his “J” concept. The clean and modern abstracted “J” logo emphasized the vibrancy of the congregation while giving the mission and vision statements a clean space to become memorable.