Bridge the Gap

Bridge Capital Campaign connected a community with its future, creating lasting impact across every platform.

Context

The Bridge Capital Campaign was a multimillion-dollar initiative aimed at funding a new facility and expanding outreach within the church community.

Role

As Communications Director, I led the creative design and communication strategy, overseeing the production of all visual, digital, and promotional materials for the campaign.

Timeline

February 2024 - October 2024

Overview

The Bridge Capital Campaign was launched to address the financial and infrastructure needs of Aspire Church as part of a long-term vision to expand its gospel influence in Jacksonville and beyond. With a projected investment of $9.7 million, the campaign aims to cover two years of operating expenses, support campus renovations, enhance safety and accessibility, and invest in future church growth. The initiative also focuses on building bridges to the nations by expanding language-specific congregations, securing Aspire’s legacy for future generations, and strengthening its presence in Jacksonville’s urban core. The campaign's success hinges on the church's ability to engage 100% of its congregation in prayer, service, and financial commitment.

Insight

Problem 1

The campaign needed a cohesive visual identity that would unite a diverse congregation and create a consistent message across all mediums.

Solution 1

I developed a unified branding strategy, designing banners, tote bags, thank you cards, stickers, kiss-cut stickers, and table cloth. These visuals created a consistent look, reinforcing the campaign’s message at every touchpoint.

Problem 2

Print and digital materials had to effectively communicate the campaign’s message while maintaining visual consistency across formats.

Solution 2

I designed and oversaw the production of flyers, a 60-page campaign book, and Sunday worship slides. I also managed the social media campaign, ensuring that both print to digital formats were aligned with the campaign’s branding and messaging.

A blue table with a sign that says Bridge.

Problem 3

The congregation needed to emotionally connect with the goals of the campaign through powerful storytelling.

Solution 3

I directed and produced four testimonial videos and an anchor video. These videos showcased real stories, creating an emotional bond with the congregation and inspiring engagement with the campaign.

A church choir singing in front of a cross.

Branding

When I initially began brainstorming ideas for the campaign’s branding, I explored themes that could tie in with Jacksonville’s identity. One of my early ideas was centered around the concept of "BOLD," drawing inspiration from Jacksonville's nickname as the "Bold City." I envisioned slogans like "Bold Church, Bold Vision," but the rest of the team wasn’t as enthusiastic about the direction.

Eventually, I pitched the idea of Bridge, inspired by Jacksonville’s reputation as the city of bridges. The concept resonated because of the versatility of wordplay and the strong connection to our local community. Once the theme was settled, we worked closely with Clever Marketing to develop the campaign’s logo. After several iterations and some back-and-forth discussions, we agreed on a clean, simple logo featuring a stylized version of the iconic Main Street Bridge.

We also selected blue as the campaign’s primary color, as it evokes feelings of trust and security, both essential qualities for a capital campaign focused on growth and community building. This consistent branding, tied to the visual and emotional identity of Jacksonville, became the foundation of all our campaign materials.

Sunday Services

For the Bridge Capital Campaign, Sunday services were a key moment to engage the congregation, and every detail was carefully crafted to ensure the campaign’s branding was present throughout. I created a range of assets specifically for the slide programmer to use during the services. These assets included custom templates that ensured consistency and strong branding in every slide, from worship lyrics to announcements.

In addition to creating the visual elements, I developed templates that allowed the slide programmer to maintain the Bridge branding across all services. This helped create a cohesive experience, where every visual reinforced the campaign's message. From top to bottom, every aspect of the service was aligned with the Bridge campaign’s visual identity.

We also constructed a mini-bridge stage piece, which served as a physical representation of the campaign’s vision, further immersing the congregation in the theme and connecting the message of the campaign to the Sunday worship experience.

A blue lit stage with a wooden bed and a cross.

Storytelling

These videos were integral to the success of the campaign, creating an emotional connection with the audience that led to increased engagement and participation. Through the medium of video, we were able to tell the story of the church’s impact and its vision for the future in a way that resonated deeply with the congregation.

Anchor Video

Testimonies

Anchor Print Book

Outcome

Although the Bridge Capital Campaign is still in progress, early indicators show strong engagement from the congregation, with participation rates steadily increasing as more members connect with the campaign’s mission. The cohesive branding, visual storytelling, and media production have already made a significant impact, helping to unify the congregation around the central theme. The consistent branding in Sunday services, along with the testimonies and anchor videos, has effectively communicated the campaign’s vision, generating excitement and anticipation. The materials produced continue to foster a sense of trust and shared purpose within the church community as we move forward toward our fundraising goals.

Reflections

Working on the Bridge Capital Campaign has been an ongoing learning experience, offering both challenges and rewards. The process of developing the campaign’s branding, especially brainstorming and refining the "Bridge" theme, taught me the value of collaborative teamwork and adaptability. Coordinating multiple aspects of the project—from designing printed materials and directing videos to crafting the live service experience—has reinforced the importance of consistent messaging across all platforms. I’ve gained a deeper understanding of how strategic design can shape perceptions and drive engagement, and I’m proud of the early successes we’ve achieved. As the campaign continues, I look forward to seeing the long-term impact of the work and the growth it will inspire within the community.