Calvary Baptist – Clearwater, FL

Logo Design

Calvary’s logo concept derived from the predominance of bridges in the coastal Florida landscape. This geographic feature was combined with the missional thrust of “building relationships” and incorporates the overture of a pathway, representing the tagline “for life’s journey.”

Logo Design

Strategy

When Pastor Willy Rice became the pastor of Calvary in September of 2004, he faced an Everest-sized leadership challenge.  With an historic move from downtown Clearwater already underway, how could a new pastor bring a fresh sense of mission and calling to the vision-vacuum of a long and difficult interim season?  An infusion of cash was needed, strategic building decisions were looming and staff was left directionless by interim leadership.  But Willy understood that tackling the issues before taking the time to articulate vision would create a short circuit.  Calvary immediately entered the Vision to Grow process in January of 2004.  Taking a full year to articulate the vision, Calvary proceeded to utilize Auxano’s services for a vision driven stewardship campaign, as well as brand development and marketing services. The grand opening of the 20 plus million dollar facility was stunning as Calvary sustained a 40% attendance increase the first year resulting from members living out the “build and bring” strategy.

Strategy

Brand Development

Introducing a new brand combined with the opening of a new facility was a unique opportunity for Calvary. Once the logo and strategy icon was completed, the brand development and application of the brand began. This included interior and exterior signage and banners, two websites, a direct mail campaign, outdoor billboards, invitation cards, worship guides, brochures, business package, yard signs, screen savers, powerpoint slides, email templates and newspaper promotions. A brand guidelines book was also prepared to help manage and control the use and extension of the brand once developed.

Brand Development

Direct Mail Campaign

Auxano designed a multi-faceted direct mail campaign to announce the opening of the church’s new facility, introuduce a new brand for Calvary and promote a six-week sermon series about relationships and making new starts.

Direct Mail Campaign