Ignatian Ministries
Baton Rouge, LA
November 2022
- Brand Strategy and Visual Identity
Ignatian Ministries
Founded by Becky Eldredge as an off-shoot of her ministry, Ignatian Ministries offers spiritual accompaniment through retreats, resources, community and more to help people grow deeper in their faith life and walk boldy with others. They needed a complete brand strategy and brand identity to give them a strong start.
Client: Ignatian Ministries
Scope: Visual Identity for New Brand
Overview
Ignatian Ministries is a sub-brand of Catholic author Becky Eldredge and seeks to bring the richness of Ignatian spirituality and accompaniment to her audience in an inviting, accessible way. The brand targets three audiences, all of whom are in different stages of their established faith walk, and inviting them deeper into their relationship with Christ. The materials and community provided are offered virtually, which sets them apart from other Ignatian resources, most of which exist in small, in-person retreat centers.
The Ignatian spiritual community is mostly led by the Jesuit brotherhood, which is predominantly comprised of older men, so establishing authority in the field is difficult for women to do. Becky and her team seek to bring the Ignatian principles to life in a modern manner that resonates with people in living a busy, every-day life. The logo and brand need to convey calling their audience into deeper faith waters, but in a way that is inviting and not scary.
It was important that this brand convey hope, courage, safety, depth, and the sense of being anchored. For the logomark, the image of deep waters was essential, but needed to resonate both with those already willing to go deep in their faith as well as those wading in for the first time. The hope is depicted in the hill of light on shore beyond the sea, with the cross of Christ on it and light radiating from it in a form similar to the Ignatian rays designed by St. Ignatius of Loyola himself. The colors of the waves variate from light to dark to represent the light from the hill reflecting off of the water.
The color palette was chosen specifically to be bold and bright in a way that appeals to a majority-female audience, but still does not alienate men, as many of their target audience are deacons. The richer blues will be appropriate on materials aimed at those who are comfortable in the deep waters, but the brighter orange and golds will facilitate the expression of hope in those who need more encouragement. Their color palette provides them a beautiful blend of both warm and cool palettes, which will give them the variety they need to reach each of the three audiences in a customizable way.
For fonts, I chose a handwritten font with forward motion to convey sincerity and a sending-forth, and anchored it with a sturdy sans-serif to provide stability.
The brand icons and patterns emerged as a way to communicate togetherness (with the braids and interwoven strands), since the virtual community will provide support for all in the ministry, and a subtle repeat of a simplified version of the logomark, to use in places where the full story of the depth of the waves does not need to be told. The logomark, fonts, tagline, icons and patterns work together to communicate the Ignatian Ministries brand personality, which is that of companionship on a journey to a deeper relationship with Christ that can transcend the worldliness of modern, every-day life.
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