Church for the City, East London
Based in Bethnal Green, Church for the City (http://www.churchforthecity.org.uk) is a multicultural, modern and lively Christian church in the heart of East London. It welcomes all to it's Sunday morning services at the FymFyg bar (http://www.thefymfygbar.com) and has a great social scene outside of Sunday services for all ages.
We want to target an East London audience, with a particular focus on attracting men.
BUT we want to attract a community which is diverse in age, class and culture.
Customer insight is as follows:
- Want something real
- Are tired of the synthetic
- Are searching for real love
- Are looking for something different
- Are hoping for answers
- Value freedom
- Are looking for an encounter
Needs to be suitable for letterhead and banner use.
The church meets in different locations - we want this to be reflected
We want to create a new, meaningful brand identity for this East London church and show that Jesus is relevant to the people of East London. We want to appeal to people who are looking for real love, wanting something different and hoping for answers.
We tend to attract those who are looking for an encounter and are happy to get their hands dirty
As a result of seeing this piece, we realistically expect our target audience to:-
Think: This isn’t what I’d expect from a church
Do: Want to find out more
The tone of voice that will be most compelling to our audience is:
Edgy, Accessible, Challenging
The most convincing (rational) messages we must help them remember are:
• We’re different from the norm
The one big brand (emotional) promise we need our audience to buy in to is: ‘I want to get stuck in!’
The name Church for the City must be included in the design.