06/12/2024
BEYOND, a novel take on the traditional summer camp, caters to young adults aged 18-25. This transformative program aims to prepare the next generation of family, business, and community leaders. It’s a space to nurture their potential for creating significant societal impact.
The project required a comprehensive brand overhaul, encompassing everything from brand messaging and strategy to the logo and website design. I had the honor of collaborating with Brian Schindler, who crafted an engaging narrative that I then translated into a visual format. Our combined efforts successfully captured and enhanced the ministry’s story and vision.
I contributed by crafting a custom logo, choosing a distinctive color palette, and developing logo variations. My role also extended to designing and developing the website, creating a unique pattern, and producing various collateral materials like custom brochures to finalize the brand’s appearance.
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🎨 LOGO MEANING 🎨
BEYOND is all about pointing young adults in the right direction, which is why we decided to use the symbolism of an arrow. There are plenty of mentions and illustrations in scripture referring to arrows (either us being arrows in God’s quiver, or being supplied arrows against the enemy), but we were more interested in what makes an arrow work. Not the intent of it, but the mechanics of it.
You will find a mark that is the shape of a B made out of a fletching (the feather on the back of an arrow). The purpose of a fletching is to “stabilize and keep the arrow on a flight path, preserve accuracy, and ultimately impact power.” The idea is built around what BEYOND is doing with these 18-25 year olds. They don’t know what they are doing or the direction they are going, and they need help. BEYOND is their fletching. Preserving the accuracy of the mark God has commanded of us, stabilizing the questions and fears we face when we enter the big world, and help make an impact for lasting community and change. They are the arrow, BEYOND is the fletching, and the gospel is the direction.
This mark also communicates an out-doorsy feel without being too rugged. It’s a modern way of communicating an ancient tool. Other things can be seen from the mark too, such as a bird’s wings (symbolizing new flight, these young adults getting their wings and leaving the nest), or turned to the side looks like forest trees, symbolizing the experiences and adventures one will be going on, and all of the angles are 53.2 degrees which represents the purpose of Jesus’ mission in Luke 5:32.