Mike had been running a ministry to men in his spare time for years and had a faithful following. When Mike came to us, he had just made the decision to take this ministry to the next level in an effort to reach more men with more consistent content and a larger variety of content. We were honored to develop the 1st brand for this ministry and started by collaborating on a ministry name, “Journey 3HREE 6IX 5IVE”. We wanted the ministry to have an edge without sacrificing the business professional men that were a good portion of his target market. We wanted the brand to speak to the top of the class communicating that we were all reaching for excellence through discipline, consistency and brotherhood. Past the brand development, we set out to help him with marketing strategies to reach more men and will be developing a custom website to host blogs, a store and ultimately his podcast.
We wanted the typography for Journey 3HREE 6IX 5IVE to be bold and professional. It was also important that the typography had weight and balance. We built the primary logo to capture your attention by forcing your brain to focus in order to complete what is being read. What you have to focus on will ultimately be more memorable. The Primary logo reads left to right as well as top to bottom. We developed a logo variation using 3 arrows weaving through the “365” numbers. The 3 arrows positioned together suggests strength and unity. The symbolism of the arrow alone in relation to developing men to become better; an arrow is straight and flies on a straight path; the arrowhead holds an edge, an arrow is fairly useless without the bow and the bow is useless without the archer. The archer isn’t effective without the discipline and training that it takes to become proficient. The arrow was used to represent men and how effective a man can be with discipline, training, and the muscle memory that it takes to use it situationally. We used the arrowhead as a stand alone icon and pulled it into the primary logo as the “V” in the text. The colors are subtle but professional overall. The gold was chosen to speak towards the value placed on men and their development.
