Make Room — A Capital Campaign Identity for Epic Church

[ THE CHALLENGE ]

The land is paid for. The pad is graded.

Epic Church has been portable since its first Sunday. The land in Palm Coast is owned outright, cleared, graded to elevation, every dollar of it paid in cash. What is left is the distance between a church that lives on carts and a church that has a front door. Phase 01: an auditorium, kids environments, a café, multipurpose rooms. A three-week series to close the gap.

“The campaign is about people, not the building. No steeples, no crosses, no hard hats.”

Blue is the drawing. Colour is the people.

01CAMPAIGN CREATION // STRATEGY

Three starting ideas. One system, not a contest.

The brief arrived with three thoughts: the silhouette of the new building, a room full of people, and a typographic play on the words themselves. Two previous campaigns, Imagine and #ForFlagler, were off the table. Tone: inspiring, bold, visionary. Direction: bold typography with a blueprint aesthetic, architect meets engineer. Budget range $10K, three weeks, everything produced in-house.

Instead of pitching the three ideas against each other, we treated them as one system: a typographic mark that is itself a measurement, blueprint line-art as the texture, and the emotional thread of the people who are not in the room yet. Then we stress-tested that system against two deliberate opposites before committing.

PositioningMood boardThree directionsSermon arcFoundry pipelineApproval-gated

Six of the first-round concept frames: blueprint poster, plus-one, folding chair icon, portico line drawing, long table, type poster

Round zero, the afternoon before the mood board: ten visual concepts generated straight from the brief and the client call, from a blueprint poster to a plus-one tee, so the three directions were written against pictures and not adjectives.

[ THE STRATEGIC FORK ]

We built the opposite twice, on purpose.

A blueprint campaign raises capacity by proving momentum. It is also the national default, and it argues from the building's side. So before locking it we wrote two full counter-directions, each with its own mechanic, palette, type and film, so the client was choosing between real strategies and not between colourways.

Direction A

Blueprint

Raises capacity by proving momentum. Land owned, site cleared, pad graded, distance to close. Institutional, blue, the dimension line as a progress meter.

✓ Chosen · developed through five rounds

One wooden chair with a name card at a long table

Direction B

One More Chair

Raises participation by making it personal, in three languages. A white plastic chair, a celosía wall of names, a comida in the parking lot. Blue banned. The site never appears.

Explored · held for the congregation

A wall of name cards with one bay left open, labelled room for one more

Direction C

Written In

Names as elevation. One name on one card; pull back and there are four hundred, and the names become a wall. No thermometer. One bay always left open.

Explored · 21 sheets + 12-slide deck

Hands unfolding chairs in a cafetorium, Portra 400 look

A long table extended with one more chair

A hand writing first names on a sheet of paper

The building elevation drawn entirely from handwritten names

A lobby wall of pinned name cards in the shape of the building

Frames from the two directions that were set aside. Direction B, Portra and folding chairs; Direction C, one hand and four hundred names. Both were built out far enough to be chosen.

[ THE SERIES ]

Three weeks, three texts, one ask.

Every surface in the campaign points at the same three Sundays. The language stays personal: make room for your family, your friends, your people.

Week 01 · 09.27.26

Full
House

LUKE 14:15–23

The banquet is ready and the master sends the servant back out anyway. There is room still.

Week 02 · 10.04.26

Build
Faith

NEHEMIAH

The wall went up because everyone took a section. Not one hero.

Week 03 · 10.11.26

What
You Have

EXODUS 35 · JOHN 6

Israel brought what was already in their hands. A boy brought lunch. Equal sacrifice, not equal gifts.

02LOGO DESIGN // THE MARK

MAKE is solid. ROOM is outlined. The line beneath is a measurement.

MAKE is what we do, so it is filled. ROOM is the space that is not filled yet, so it is drawn. The dimension line under the lockup is the signature device: room is a measurement, and this campaign is the distance still to close. It reads as a drafting mark on screen, a write-on rule on a commitment card, and a progress meter on the giving page, without changing shape.

Primary · 9° italic

MAKEROOM

Epic Church

One colour · print

MAKEROOM

Phase 01

Stacked · knockout + vertical

MAKEROOM

Write-on · personalised

MAKEROOM

for

MR monogram · favicon, bug

On the field · MR-A04

Rendered live in the browser from the same rules the artwork uses: Anton as the stand-in for Druk Bold Italic, 9° shear about the baseline, ROOM stroked at 2.3% of type size. In production the lettering is shaped with real kerning and output as paths, so the SVG and the PNG are the same outline.

Two of the generation studies from the Foundry logo round, used to pressure-test the mark before it was drawn as vector: the lettering on navy, and nine ways to box the monogram.

[ PALETTE · BLUEPRINT MONOCHROME ]

Imagine owned orange. #ForFlagler owned teal. Blue was unclaimed.

Blueprint blue is native to construction, nobody in the church's history had used it, and it survives one-colour print on a card and a tee. Seven swatches, one gradient field sampled from the approved render, and a rule that never bends: every graphic surface is monochrome blue, and the only full colour anywhere in the campaign is a human face.

Blueprint Navy#08192B

Deep Navy#0F3157

Drafting Blue#437AAD

Line Blue#B9D3E7

Paper#E7EAEF

Pure White#FFFFFF

Ink Black#221F1F

[ TYPE ]

Display · Anton Italic (Druk Bold Italic licensed target)

Headline

Body · Roboto

Everyone had a part to play in rebuilding the wall. Not one person built it, and not one person was left out of it.

Utility · IBM Plex Mono

Sheet MR-01 · Scale 1:1 · Rev B
Phase 01 — Auditorium / Kids / Café / Multipurpose

03THE SERIES GRAPHIC // ROUNDS 2–5

“Overall we love concept 1. This really looks and feels like EPIC.”

The team asked for the lockup as the centrepiece over two grounds: the blueprint itself, and a textured blueprint-blue gradient. Round 2 answered with five backgrounds. Round 3 deliberately left the drawing behind and put people on the ground instead, so the campaign would not argue only from the building's side. Round 4 built four title slides from the client's own reference styles. The client picked MR-A04, the textured radial gradient with the plan ghosted behind the mark.

MR-A04 Rev B: the MAKE ROOM lockup over the blueprint field with the Phase 01 plan

MR-A04, Rev B. The field is an elliptical radial lit from the centre, grain 9, with the Phase 01 plan drawn as live vector: platform and stage lip, nine fanned rows, two radial aisles, lobby, three kids rooms off a corridor, the café counter, column grid A–G / 1–4, 140'-0" × 72'-0". The plan fades to 28% behind the lockup so lyrics and lower thirds stay legible.

Series background · lyrics + lower thirds

The series background with the centre left clear, and the grounds explored on the way to it: a drawn plan full bleed, cyanotype paper, rolled sheets, and the room itself.

[ ROUND 5 · THE LAYER KIT ]

Deconstructed into six layers the client opens in Canva.

Four client notes came back: bring the plan out, drop the dates and the sub-line, move the dimension rule a touch lower, swap ROOM FOR MORE for EPIC CHURCH. We applied them and rebuilt the graphic as a registered stack at 3840 × 2160, every layer a full-frame PNG and SVG with no masks or filters, so it survives import into Canva and PowerPoint as separate named objects.

L01FieldRadial gradient sampled from the approved render, mottle and grain baked in

L02Drafting grid

L03Blueprint planFive swap-in options A–E; the client narrowed to D (oversized seat fan) and E (whisper)

L04MAKE ROOM lockup

L05Dimension rule · EPIC CHURCH

L06Corner calloutsDates, or ROOM FOR MORE, on their own toggle

Exploded view of the six registered layers: field, grid, plan, lockup, rule, callouts

Lower third L07, title block style, over the series background

Lower third L08, open style, over the series background

Blueprint option D: the oversized seat fan bleeding off the frame

The two lower-third styles, L07 title block and L08 open, with live name and title boxes; and blueprint option D, the oversized seat fan the client shortlisted. Wide 3:1 and roll-up 2:5 banners shipped the same way, each as a layered PPTX at its own slide size.

04THE TREATMENT // PHOTOGRAPHY

A true duotone, not a filter.

Every photograph in the blue world goes through the same three-stop grade: flatten to luminance, autocontrast, then remap through a LUT that lands shadows in Blueprint Navy and highlights in Line Blue. That is why the baptism stills, the architect's renders and the generated plates all read as one campaign, and why they still read as photographs.

The rule that makes the edit is the same one that makes the stills: the duotone is the plan, full colour is the people. The moment a face fills the frame, colour comes back. That single switch does the work of a voiceover.

#08192B

#0F3157

#437AAD

#B9D3E7

near white

The ramp, shipped as MAKEROOM_duotone-blue.cube so the church can drop it on any footage they shoot next.

A baptism from Epic's own photography, graded through the blueprint duotone

One of Epic's own baptism stills after the grade. The water stays, the parking lot goes.

[ BAPTISM DAY ]

Twenty-four stills from one stock-tank baptism. Busy parking lot behind every one.

The church's real photography was shallow-depth and warm, shot against cars and trees. To put people on the blueprint field we needed them cut out, and a torso floating over a drafting grid looks like a mistake. So the cut-outs keep the water: a people mask from rembg, unioned with a near-depth band from Depth Anything, feathered 14 px, drops the cars and trees and keeps the tank. Seventeen stills, four layers each.

Graded stills from the set, and the frozen-diorama move built on one of them. Each still ships in four layers: full duotone, soft background plate, foreground people and water, people only. Parallax in the bumper is the background at 1.03 → 1.065 against the foreground drifting the other way.

Drone frame of the cleared and graded site, blue duotone

Teen coming out of the water, full colour

Woman laughing at a driveway service day, full colour

[ ROUND 4 · TITLE SLIDES ]

Four reference styles. Each delivered twice.

The client sent four slides they liked from other series and asked for the same photo styles under the Make Room mark. We built all four, in their native colour and in the blueprint grade, so the decision was about the treatment and not the picture. The Palm Coast knockout stacks MAKE over ROOM: on one line the letters are too shallow to hold a photograph.

Palm Coast aerial at blue hour, native colour

Worship crowd with hands raised, black and white

Plates generated in Higgsfield for the review round; every composition takes a straight swap for Epic's own room, congregation and drone frame with no redesign.

05MERCH // SIX TEE ROUTES

Front: the lockup, centred, measured, not stretched. Back: six ways of saying it.

The series graphic gates the tee and the commitment card, both of which need lead time to order, so merch arrived in the same round as the graphic. Every front is the lockup on the chest at true proportion with a real print width a printer can quote from. The backs are not six sentences; they are six different ways of making the ask.

Navy tee with the MAKE ROOM lockup on the chest

Bone tee with the single-line MAKE ROOM yoke band

Heather tee with MAKE ROOM running down the spine between dimension ticks

Cream tee with the stacked MAKE ROOM lockup

Back print with the Phase 01 elevation drawn above the lockup

Pale blue tee with a small boxed MAKE ROOM pocket mark

A · Center chest

Navy, one colour. MAKING / ROOM / FOR YOU stacked on the back. Launch Sunday.

B · One colour

Bone garment, signal blue ink. A single-line yoke band. The volunteer shirt still in rotation a year later.

C · The blank

Pale blue, navy ink. The write-on rule on the front: make room FOR ______.

D · Save you a seat

WE SAVED / YOU A / SEAT, SEAT outlined and largest. The warm, everybody-wears-it option.

E · Down the spine

ROOM FOR ONE MORE set vertically between two dimension ticks. Reads from behind, in a crowd.

F · The list

Your family / your friends / your people / YOU. Each answer wider than the last.

Route D flat, front and back: WE SAVED YOU A SEAT

Route E flat, front and back: ROOM FOR ONE MORE down the spine

Route F flat, front and back: the list ending in YOU

Routes D, E and F as production flats, front and back, drawn to garment scale with the print width on the sheet.

[ COMMITMENT CARD ]

The blank is the mark. The mark is the card.

Nothing decorative gets added to the commitment card, because the logo already contains the thing you are asked to do. The dimension line becomes the write-on rule. Delivered as a layered Photoshop template at 300 DPI alongside the tee placement guide.

Commitment card · Epic Church · Phase 01

MAKEROOM

for

name

06THE SONG // “MAKE ROOM”

A self-titled track, and a grid to cut to.

The campaign got its own song, written and produced by the Mission Creative team. “Make Room” runs 1:22 at 98 BPM: fourteen seconds of pad, vocals in, a lift at 0:29, a dip, and a drop at 0:55.9 that the whole bumper is built around. We measured the track before cutting a frame. Bar zero lands at 14.255 s and every bar after is 2.449 s, so every cut in the film sits on the grid: bar(n) = 14.255 + 2.449·n.

For every heart still searching… for Palm Coast, for the one.
You are doing something new. For every heart that's yet to come. It's time, now, to make room.Pre-chorus and chorus · “Make Room” · produced by the Mission Creative team

1:22 runtime98 BPM0.612 s beat2.449 s bar55.89 s the drop · bar 171:10 cut length, tail faded

07THE BUMPER // OUT OF THE WATER

One minute ten. Only real assets. No text on screen but the mark.

The series intro had to be built from what the church actually had: twenty-four baptism stills, one handheld recap video, four building renders and the track. No worship footage existed, so celebration shots stand in. Two directions were storyboarded, Out of the Water and Every Seat Has a Name; the first became the spine, the second's photo-in-a-drafted-box look became the opening, and its lockup-over-blueprint-and-squares frame became the ending. The dark empty auditorium was cut on sight.

Asset kit · frozen diorama · 12 s

One of the parallax beats: a baptism still, frozen, with the camera floating through itasset kit · 05-Video-clips-graded

[ THE CUT · ON THE GRID ]

0:00 – 0:14Field fades up. Grain, slowed water texture on screen blend, then the whisper of the drafting surface.

0:14 – 0:29Four rooms. A frame draws on, a photo fades in, the people lean past the frame.

0:29 – 0:48Build. Full-frame parallax stills alternating with slowed clips, double exposures, half-bar cuts; seat-fan lines creep in from bar 11.

0:48 – 0:51Seat grid. Faces land four per eighth-note, open boxes draw in.

0:51 – 0:55The hold. One woman under the water at 35% speed. Seat rows draw left to right.

0:55.9 · DROPShe breaks the surface framed low and the fist goes up under the lockup. The rule draws out from centre.

1:00 – 1:03Forward recall on every beat under the lockup. No reversed footage: reversed baptisms read as people going back under.

1:03 – 1:10Ending. Field, grid, seat fan, photo squares popping in on the beats with a little parallax. The lockup holds. Fade.

[ STYLE FRAMES ]

Style frame: the hold, one woman under the water

Style frame 2D: lockup centred over blueprint and photo squares

The room, full: the frame that was argued out of the ending

The hold, the 2D ending with its photo squares, the seat fan that draws in at bar 11, and the dark room that was argued out of the cut.

What was handed over

A rendered rough cut, and a layered asset kit built from the full-resolution originals at 4000 px: seventeen stills in four layers, seventeen face squares, three room frames and a 12 × 5 seat grid as transparent 4K overlays, the LUT, and ten trimmed graded clips with the hero shot at native and 40% speed. So the church can finish it in their own edit, add the lyric text themselves, and re-use every piece on Sunday.

08THE BUILDING // RENDERS IN MOTION

A frozen diorama you float through.

The architect's four renders came with white borders, rounded corners and a watermark. We cropped them to clean 16:9, inpainted the watermark out, lifted the auditorium so it stopped reading as a dark room, and ran them through the same duotone as the baptism stills. Then each became a twelve-second flythrough: one continuous floating handheld move, the scene frozen like a diorama, dust and lens bokeh, the blue held. The brief specified Seedance 2.5; at 144 credits a clip the client chose Kling 3.0 Pro at 18, and the duotone held in every take.

Exterior · Kling 3.0 · 12 s

The entrance canopyduotone held

Auditorium · Kling 3.0 · 12 s

Auditorium, lifted so it stops reading as a dark roomfrozen diorama

Kids room · Kling 3.0 · 12 s

Kids environment, watermark inpainted outfrozen diorama

Auditorium, full · Kling 3.0 · 12 s

The room with people in it, generated to fill the gapslow motion

Exterior, auditorium, kids room, and the auditorium again with a full room and a band on stage, generated to fill the one gap in the church's footage. Those people are not Epic's congregation, and the kit says so.

09MOTION // THREE 20-SECOND LOGO BUILDS

The lettering had to stay pixel-exact. So the SVG animated itself.

Generative video redraws type and linework. For the logo builds we animated the Round 5 SVG layers directly in a headless browser, stroke by stroke, with deterministic timing, captured every frame with transparency and composited over the field in code. Three masters, 1920 × 1080, silent, ending on the approved frame.

Build A end frame: the approved MR-A04 frame

Build B end frame: 333 chairs on the seat fan

Build C end frame: faces and squares around the lockup

Full build. The gradient blooms, the grid sweeps on, the plan draws group by group, then MAKE wipes along the 9° italic and ROOM outlines draw per letter.

Chairs. All 333 seats land one at a time, serpentine row by row out from the platform, slow at first and then a rush. Each draws its outline, overshoots, flashes and settles.

Faces and squares. A lifted-black duotone with a baptism photo drifting under the field. Thirty-four squares pop in, half faces, half close-ups; twenty-two stay empty. ROOM draws slowly through the whole build; MAKE lands for the reveal.

A note from the client, and a rule we kept

The first versions brightened the whole frame at the reveal and shifted the blue. Version two removed every glow, flash and halo from the compositor; the field is untouched from 3.6 seconds to the end, measured pixel by pixel. And the small type came off build A. Rule for every motion piece since: no small type in motion unless asked.

10THE HANDOVER // WHAT THE CHURCH KEEPS

Built so a volunteer can open it on Tuesday.

Everything ships in the formats the church actually uses. Layers, not flats. PowerPoint decks that import into Canva with every element intact. A one-slide brand guide built on the campaign's own field. A LUT. A quick guide written for whoever is making something for the campaign next.

Identity

Brand strategy + guide

Manifesto, seven visual laws, Visual DNA lock, the one-slide MR-BG-01 guide with every hex in the notes.

Series graphic

Rev B layer kit

L01–L06 as PNG + SVG at 4K, hero and series-background flats, five blueprint options, three Canva-ready PPTX decks.

Screen

Lower thirds + banners

Two lower-third styles with live text boxes; 3:1 wide banner and 2:5 roll-up, layered.

Card + tee templates

Commitment card PSD at 300 DPI, tee placement guide at 150 DPI, six tee routes front and back.

Film

Bumper rough cut + asset kit

1:10 render, seventeen layered stills, overlays, graded clips, the LUT.

Motion

Three logo builds

Full build, chairs, faces and squares. 20 s masters, 1080p, silent.

Renders

Cleaned stills + flythroughs

Four renders in colour and duotone, five 12-second Kling flythroughs.

Voice

Quick guide

The idea in one paragraph, the colour rule, what to do and what not to do, for whoever picks it up next.

ClaudeHiggsfield · Nano Banana · Kling 3.0 · SeedanceGPT ImageCanvaPhotoshopPlaywright + Chromiumrembg + Depth AnythingffmpegIn-house, all of it

[ WHAT THIS WAS REALLY ABOUT ]

We're not designing a building. We're making room.

A capital campaign identity has to do three jobs at once: convince the leadership table, move the congregation, and survive a volunteer with Canva on a Tuesday. This is how one system did all three.

[ Unify ]

Treat the client's ideas as one system.

Three starting ideas became one mark, one texture and one emotional thread, instead of three competing comps.

[ Stress-test ]

Build the opposite before you commit.

Two full counter-directions made the choice a strategic one. The chosen route got stronger for having been argued against.

[ Lock the mark first ]

Everything downstream depends on its geometry.

Mark, then sermon variants, then texture, then film. The logo animation only works because the lockup was final.

[ One rule ]

Blue is the drawing. Colour is the people.

A single switch that tells the story in a still, a slide and an edit, and that a volunteer can apply without a meeting.

[ Honesty ]

Real over generated.

Generated plates filled gaps for review rounds and were labelled as such. The church's own baptism, missions and drone footage goes to print.

[ Hand it over ]

Layers, decks, a LUT, a guide.

The work is only finished when the client can open it, change it and keep using it after we leave.

MakeRoom.

The land is paid for. The pad is graded.

Three starting ideas. One system, not a contest.

We built the opposite twice, on purpose.

Three weeks, three texts, one ask.

MAKE is solid. ROOM is outlined. The line beneath is a measurement.

Imagine owned orange. #ForFlagler owned teal. Blue was unclaimed.

“Overall we love concept 1. This really looks and feels like EPIC.”

Deconstructed into six layers the client opens in Canva.

A true duotone, not a filter.

Twenty-four stills from one stock-tank baptism. Busy parking lot behind every one.

Four reference styles. Each delivered twice.

Front: the lockup, centred, measured, not stretched. Back: six ways of saying it.

The blank is the mark. The mark is the card.

A self-titled track, and a grid to cut to.

One minute ten. Only real assets. No text on screen but the mark.

A frozen diorama you float through.

The lettering had to stay pixel-exact. So the SVG animated itself.

Built so a volunteer can open it on Tuesday.

We're not designing a building. We're making room.

Got a campaign that needs
more than a logo?

Get In Touch

The land is paid for. The pad is graded.

Three starting ideas. One system, not a contest.

We built the opposite twice, on purpose.

Three weeks, three texts, one ask.

MAKE is solid. ROOM is outlined. The line beneath is a measurement.

Imagine owned orange. #ForFlagler owned teal. Blue was unclaimed.

“Overall we love concept 1. This really looks and feels like EPIC.”

Deconstructed into six layers the client opens in Canva.

A true duotone, not a filter.

Twenty-four stills from one stock-tank baptism. Busy parking lot behind every one.

Four reference styles. Each delivered twice.

Front: the lockup, centred, measured, not stretched. Back: six ways of saying it.

The blank is the mark. The mark is the card.

A self-titled track, and a grid to cut to.

One minute ten. Only real assets. No text on screen but the mark.

A frozen diorama you float through.

The lettering had to stay pixel-exact. So the SVG animated itself.

Built so a volunteer can open it on Tuesday.

We're not designing a building. We're making room.

Got a campaign that needsmore than a logo?

Get In Touch

Got a campaign that needs
more than a logo?