God Makes Originals
Brand :: Creative Direction
Bethel Music
This particular summer, we wanted to drive home an event theme that encouraged individual creativity and freedom of expression. This ultimately led us through a long creative discovery, to landing on the concept: God Makes Originals.
We wanted the core messaging, along with the visual identity, to carry an aggressive, pop-punk style. A brand that was bold and daring. This came to life with primary colors, blocky fonts, and layers of patterns and masked out photo styles.
The promo video drove much of the creative visual identity, and was the culmination of the entire brand architecture.
Creative Direction
THE HANDPRINT played a pivotal role in the brand’s visual identity. Leaning into the concept that we are all original works of art - what better way to consider that than how unique every human’s finger prints are.
So rather than using a fingerprint, we broadened out, to be a little less gauche. The hand print icon was exclusively used as a mask for photos, shapes, and patterns.
GMO also leaned heavily into solid color-fill geometric shapes. Considering these to be the original building blocks of art, math, architecture, etc. it was fitting to play into that as a building block for the GMO identity.
Lastly, the use of brush strokes, patterns, squiggles, and hand drawn shapes created a “original work of art” aesthetic compliment - as well as adding a bit of retropunk grittiness to the brand.
Landing Page
The web experience was built with intention to promote the event, showcase the schedule, highlight the guest speakers, and reinforce the brand narrative.
Promo Video
As the writer and producer on the promo video, it was pivotal that we balanced the right tone between almost rebellious authenticity and inviting aspiration. Considering the event is faith-based, we had to strike a tone that didn’t detract too much from the tenants of humility and glorifying God - but still showcased humanity’s incredible privilege of being unique, original, and artistic - unashamedly yourself.
The voice over aimed to point more upwards, where the visuals and talent were really able to highlight their unique passions with a freedom of expression.