CREATIVE DIRECTION — BRAND IDENTITY — BUSINESS DIRECTION
Yellowbox Creative
Yellowbox is a purpose driven agency focused on developing creativity in churches across the world. Through strategic partnerships clear positioning, Yellowbox has built a culture counter to traditional marketing teams in ministry. From naming to launch strategy, to branding and web development, Yellowbox is a start to finish solution for the modern church launch.
There’s more to the story.
When you’re trying to reach everyone, you’re going to have a hard time reaching anyone. Specialization is key to long-term growth and success. With contradicting budgets, pain points and service offerings, it doesn't make sense for a creative agency to work with vastly different types of clients.
To solve for this, Yellowbox rebranded as an agency that solely works with churches and ministries. I joined Yellowbox full time as Creative Director in the launch season with a lean team. I was able to influence creative, business and future direction of the agency from 2017 to 2021
Brand
Core to any brand—building the icon, word mark and brand elements was essential to the agency’s identity. The word mark is set in a soft, geometric san serif (Circular), tailed by the icon ‘X’. The decision to place an icon within a word mark and simply try to disguise usually ends poorly. The dozens of micro-edits made to the letterforms actually support the brand and make an iconic symbol. If you can’t tell, I was surprised it worked this well.
From here, textural bit-mapped elements and boxy cells where assembled to for a clear canvas for Yellowbox to build within.
Culture is caught.
The nature of Yellowbox’s clients is incredibly emotional and personal. People making life-changing decisions to Launch a church—an expensive and demanding move in ministry. Yellowbox needed to be uniquely aligned as an advocate to creatives, and an accessible resource for Pastors. We developed dozens of partnerships with church planting networks and creative networks based off our ambition to truly see the local church win.
Lead With People.
It’s a true balancing act while running an agency. If you want to truly keep people at the center, you have to make decisions with them—not just for them. Leadership looked a lot like leaning into the passions and talents of our team, hiring people better than you, then stepping out of the way. Constantly keeping a common goal in front of us—asking everyone to give their all! But also not take it too seriously…
With the internal Yellowbox team or while speaking with client’s creative teams I wanted to stay brutally honest and fully present.
Expect Excellence.
And of course. The best work, only. It’s no secret that church or ministry creative has a track record: the cornerstone to bad design. We where determined to change that.
While keeping our house brand elevated and clear, Yellowbox delivered on creative excellence. It wasn’t about making great work for churches—it was just about making the best work possible.
Summary
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Launch
When Yellowbox launched, I gave input into the name and brand direction + Assembled a board and business positioning.
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Creative
As Creative Director I was responsible for the Yellowbox Brand being upheld as well as developed upon. In addition, I reviewed each bit of creative that left Yellowbox and was delivered to the client.
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Culture
I built a strong culture of creatives who contributed to all levels of projects.
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Client Growth
(1) General Client relations while also (2) building new clients + (3) assembling contracts, onboarding and sales.
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Resources
Recorded dozens of podcasts about creativity in the church. Wrote articles and white-pages for creatives working in the church & spoke at several conferences focused on church development.
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