The complete style guide is invaluable for us on a go forward basis to communicate validity in a consistent and professional manner throughout all our content.
The result of working with Lindsey is a masterfully designed logo and brand that incorporates all the elements of our core message and content. When clients see our logo they also see our message, which calls to mind how to get more out of Mass.
- Visual Identity
Claritas Ministries
Kevin Zerrenner knew the Catholic Church in the United States is facing serious challenges. Declines in weekly Mass attendance and parishioner engagement have diminished resources and created financial pressures that challenge the viability of many parishes. Claritas Ministries is the first company offering a turnkey, life changing, in-parish event specifically designed to drive an increase in Mass attendance and parishioner engagement, while building a greater sense of community and financial well-being for the parish.
Client: Claritas Ministries
Scope: Visual Identity
Overview
Claritas Ministries is on a mission to rebuild the Catholic Church by creating a unique, in-parish event that increases Mass attendance and re-engages the 80% of disengaged parishioners. Starting with a DIY logo, Zerrenner quickly realized that a high-impact visual identity was crucial to successfully rolling out the program and needed to reflect the caliber of its content.
Because the name “Claritas” doesn’t directly reference the Mass, it was essential for the logo to create that connection in a relatable and meaningful way. The existing color palette, based on liturgically significant hues, needed subtle tweaks to achieve a professional and inviting tone that resonated with the audience. Additionally, that audience included both priests and parishioners, who differ in styles and preferences.
I focused on the heart of the Mass—the Eucharist itself—to craft a logo rich with symbolism. The design overlays a host and chalice, symbolizing the pinnacle of the Mass, with rays emanating from the host to evoke the Transfiguration and the light of Christ. The five semi-transparent circles in the brand colors represent the five parts of the Mass featured in the curriculum, symbolizing unity and movement, while also hinting at the beauty of stained glass windows.
Given that the Claritas program targets a younger audience of parishioners in their 30s-40s and their young pastors, I paired an elegant serif font—honoring Church tradition—with a modern sans-serif, creating a balanced appeal for both groups.
For the color palette, bold red takes center stage to represent Christ’s sacrifice, paired with a deep blue to establish trust. Complementary hues of green, gold, and purple were also integrated, staying true to their liturgical significance.
I expanded the brand with supporting elements like patterns, photo treatments, and unique program graphics, all emphasizing clarity and focus. A versatile one-color logo version was also created for use on varied backgrounds, ensuring the brand’s message stays clear and consistent across all applications.
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