The Institutional Mandate
The Evangelical Churches of The West Indies (ECWI) operates as a massive, island-wide institutional network in Saint Lucia. For their 2024 strategic vision, leadership established a unifying national theme: “Church on the Move.” The mandate was to engineer a campaign identity that would serve as the visual and cultural banner for every congregation on the island. It required a design system capable of rallying thousands of members under a single, cohesive narrative for an entire calendar year.
Engineering Cultural Resonance
To solve for extreme demographic diversity, we stripped away standard institutional clichés and focused on radical, impactful simplicity. We developed a Campaign Architecture anchored by a bold, highly legible typographic system and a dynamic key visual. This approach ensured the identity remained sophisticated yet accessible.
A Sustained Cultural Anchor
The resulting campaign system achieved 100% adoption across the island’s network. The visual architecture proved so structurally sound and culturally resonant that executive leadership made an unprecedented decision: extending the campaign through the entirety of 2025. By engineering an identity built on clarity and adaptability, we provided the ECWI with a sustained visual anchor that successfully unified their national programming for two continuous years.
Client: Evangelical Churches of the West Indies (ECWI)
Sector: Institutional / National Network
Capabilities: Campaign Architecture, Visual Identity System, Brand Guidelines
Art Direction & Strategy: Sherlan Gittens