This project involved creating a branding system to support The United Church of Canada's 2022-2025 Strategic Plan launch. At the heart of this initiative is a new logo design that transforms the shape of the United Church of Canada's crest into a flower, representing change and fresh beginnings. The logo features three colours that correspond to the three pillars of the Strategic Plan's Call: gold for deep spirituality, navy blue for bold discipleship, and red for daring justice. Leveraging the logo's elements, a design language was developed to establish a cohesive and distinct brand identity across all materials related to the Strategic Plan, ranging from social media content to infographics and internal reports.

As the lead designer of this project, I spearheaded the development and design of the visual identity for the United Church. Throughout the project's development, I sought out constructive feedback from my colleagues in the Communications Department, collaborating with them to create a comprehensive visual identity that is tailored to the organization's needs and goals.