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For The Sanctuary, the Internet provides an opportunity to enhance its positive, forward-thinking image. The church’s investment in a solid brand platform has given it the freedom and confidence to speak to relevant, often delicate, social issues without straying off-brand.
Earlier versions of The Sanctuary’s website often misrepresented the progressive Christian organization. With no immediate and obvious articulation of brand, visitors were left confused about the church’s position on sensitive social touchpoints. For an organization focused on growth, any magnitude of ambiguity can be crippling. Our past three years of work with The Sanctuary helped to reinforce the value inherent in a solid brand platform and solidify the church’s identity online.
We began in 2006 with the church’s parent site, structuring communications to ensure clarity and context for the more timely, socially relevant materials found throughout. We continued with the Youth site, applying the same communications strategies to a more vibrant, targeted aesthetic. As of 2009, we’ve crafted a suite of niche sites for The Sanctuary, all strongly bound together despite their visual diversity.
We have significant investment in The Sanctuary, having collaborated with the church on a number of web-based projects. Working closely with a singular team on multiple initiatives has empowered their communications with continuity and a singular brand-voice. For Pear, the relationship continues to be a source of enormous creative diversity and inspiration. |
