Creative Direction for CA Church
web and print collateral | website design | stage design | creative leadership | brand design and management
Since 2021 I have worked in-house at CA Church as the Lead Graphic Designer, and over the years this role has grown in depth and breadth to where it is not simply graphic design happening in a vacuum—but strategic marketing and branding design that works in collaboration across multidisciplinary teams.
Shown below is the design and execution of the 2025 Romans/Easter series and events as an illustration of my work leading and collaborating with the creative team at CA.
Inspiration
The leadership team was inspired by orthodox iconography and motifs from classical churches. They were looking to bring these old-world feelings to life in their relatively modern space with a bit of edge to reflect the musical direction from our lead worship pastor. I was particularly drawn to the ways light and colour can be played with in stained glass.
The Brand
After many iterations and meetings with key stakeholders, I was able to create the branding for the series that was then extrapolated from and executed on by my team (social media manager, livestream coordinator, junior designer, hospitality manager… etc).
Sub-Brand
Within the Romans series (seen above) was Easter weekend. The team wanted a brand that felt at place within the same visual story but with it’s own special elements that could be carried out as stage direction and decor elements so that entering the building would feel like a wholistic experience. This creative vision was carried out across three different campuses over several services that spanned all of Easter weekend.
Elements - Merch
Alongside Easter Weekend, our creative team decided to do a limited release of merch (t-shirts and hoodies) that were available to purchase via word-of-mouth on the weekend. We sold half our stock in one day! This was a process that took careful planning from our social media manager and collaboration with our lead pastor who has a background in merch sales. I designed and liaised with printers to bring the vision to life.
Elements - Stained Glass
One of the biggest undertakings of this project was bringing the vision of stained glass decor to life across all locations. It all started with an illustrator file I created from references my team and I had gathered and translating that to sourced vinyl film usually used for car decaling cut in-house with an industrial Cricut. We gathered a team of dedicated volunteers to help assemble, puzzle-style, with guides I created for everyone. Over the course of several days, dozens of “stained glass” wall hangings and window coverings were put together. I worked with the A/V Team at each campus to ensure stage lighting not only complimented but highlighted the stained glass as well. This made everything pop beautifully once installed!
End Result
This series and event weekend went off wonderfully: attendance was the highest CA had ever seen over an Easter Weekend, our CTAs were engaged with (prompting people to come back after the big weekend for more), and our creative team was able to execute a well-thought out, collaboratively created brand that translated from screens, decor, lighting, and printed materials all the way up to the feeling of the music and the messages that were shared.