Graceway Baptist Church in Charlotte, NC, is a thriving congregation devoted to welcoming all people and fostering connections with Christ. Since its founding in 2004, the church has grown significantly, creating a need for expanded facilities to better serve its members and future generations. Our partnership with Graceway began in 2021 when we created materials for their first capital campaign. That initial campaign laid the foundation for their current initiative, an ambitious three-year capital campaign titled "Forward." The church’s goal is to secure the resources to construct a new building featuring a multi-purpose space, expanded kids ministry classrooms, areas for adult connection groups, and an enlarged nursery. In addition, the project includes enhancements to the church campus, such as additional parking and updated visual appeal, ensuring a welcoming and functional space for all.
Graceway envisioned a design aesthetic that would resonate deeply with their congregation—a blend of clean, traditional elements with a modern touch to feel both fresh and timeless. Leadership outlined three key objectives for their campaign materials: consistency across all pieces, all elements must seamlessly work together, and they must reflect the church’s unique voice. The materials needed to connect with a broad audience, including younger members, long-time congregants, staff, and the wider community. For such an important endeavor, they partnered with Abstract Union, trusting us to translate their vision into cohesive and inspiring designs.
Graceway and Abstract Union shared a clear goal: to create campaign materials that seamlessly blended traditional and modern design elements. These materials needed to resonate across generations, ensuring that every member—from faithful parishioners to younger families—felt a meaningful connection to the campaign’s mission. Flexibility was key; the designs needed to look just as impactful on a small printed flyer as they did on a large banner displayed in the church. Above all, preserving the church’s voice and vision was essential. This campaign was more than just a fundraiser; it was an expression of the church’s future—a vision of continued growth and service that would inspire the congregation and the community alike. Every design needed to clearly and compellingly convey this vision and inspire support for the church’s next chapter.
Creating these campaign materials was a collaborative effort between Abstract Union and the Graceway team. From the outset, we had detailed discussions to understand the church’s goals, preferences, and specific campaign needs. These conversations provided valuable insights into their vision, ensuring the final designs captured their identity and mission. With a clear understanding of the church’s priorities, Abstract Union began crafting materials.
Setting the Cornerstone with a Campaign Logo
Understanding the importance of a campaign theme logo as the first visual connection to the campaign, Graceway had specific ideas for its design. They envisioned a logo that was clean and impactful, with enough visual weight to stand out across various formats, including print, digital, and large-scale banners. A trowel was a key request, symbolizing the act of breaking ground for the new building. To bring their vision to life, we selected an elegant sans serif font with thick lines and curved edges, offering the logo both weight and approachability. The trowel was thoughtfully integrated into the “w,” forming an upward arrow to represent progress. Thin lines beneath the slogan added a delicate touch and balanced the overall design.
Laying the Foundation with a Brochure
A case statement brochure is an excellent way to share your campaign goals, providing ample space to showcase key details and visuals, such as renderings of future changes. Brochures can be customized for specific audiences or designed to appeal broadly, making them a versatile tool for any campaign. For Graceway, we brought their campaign to life by incorporating their color palette of cool blues and greens, creating a cohesive and inviting design. The trowel from the logo inspired a recurring motif throughout the layout, tying the materials together with a unified visual theme. We designed a thoughtful layout that highlighted renderings of the new building’s interior while ensuring essential elements like the case statement and FAQs stood out.
A Pledge Card Leaving No Stone Unturned
After donors have had time to learn about the campaign and consider their giving options, the pledge card becomes an essential next step. While not legally binding, it provides a clear visual of how contributions can grow over time and helps the church begin planning next steps for campaign projects. For Graceway, we created a pledge card with a structured layout, using rectangles and color blocking to organize key details, including spaces for giving commitments and information about a victory offering (an initial donation given to help kickstart the campaign and begin the road to victory). The trowel motif was reimagined along the edges of shapes, adding emphasis and creating interesting negative space. Thin gold lines guided the reader’s attention across the card, ensuring clarity and ease of use. A rendering of the new building was featured on the front, serving as a meaningful reminder of how the congregation’s generosity would support the church’s future.
Add a New Layer of Communication with a Letterhead and Envelope
A versatile communication tool is essential for any campaign, serving as a way to provide updates, share detailed asks, or express gratitude to supporters. For Graceway, we designed a custom letterhead and envelope set to elevate their communication efforts. Thin gold lines are added along the edges of each material, adding a decorative frame. The trowel point motif was incorporated into solid shapes placed along the edges to add emphasis and balance. We also used the motif with overlapping gold lines to create a second design element, adding a classic and elegant touch. The rendering of the new building was thoughtfully integrated into the envelope’s design, complementing the gold lines and shapes to create a cohesive look.
A Prayer Card to Break Ground on Your Campaign
Contributing to a capital campaign is a significant decision that requires time, prayer, and thoughtful consideration. To help guide this process, Graceway requested a prayer postcard for their congregation, designed to prepare members for Victory Sunday and the start of their campaign. These cards, postcard-sized for easy distribution, were handed out during Sunday services leading up to the event. We used a dark blue background to emphasize the card’s key information, accented with lighter blue and green for contrast. Gold lines and the trowel point motif were layered into the design to create a polished and distinct look.
Capital campaigns are a labor of love—a way to turn your dreams for your church into a thriving reality for your congregation. For such an important undertaking, it’s essential to create campaign materials that make your vision clear and tangible for others. These materials serve as the bridge between your mission and your audience, helping them connect with your goals in a meaningful way. At Abstract Union, we specialize in crafting designs that go beyond aesthetics, focusing on materials that inspire action and resonate deeply. We understand the complexities of capital campaigns and offer professional resources to support churches like Graceway in achieving their goals. Our dedicated team simplifies the design process, guiding you from start to finish and ensuring your vision is articulated clearly and effectively.
Graceway’s capital campaign was a significant undertaking, requiring careful planning, intentional design, and a deep understanding of the church’s vision. In partnership with the church team, Abstract Union delivered materials that seamlessly blended traditional and modern elements while highlighting their unique voice and campaign goals. These materials are a testament to the power of collaboration and thoughtful design. Whether seen by a long-time member or someone new to the church, they convey the campaign vision with clarity and inspiration.
Looking for more inspiration? Explore our collaboration with St. Therese Parish in Kansas City, MO: Contemporary Catholic Campaign Materials for St. Therese. We designed contemporary Catholic campaign materials that blended elegance with a modern touch. Drawing inspiration from the parish’s architecture, we created a cohesive and impactful campaign that resonated with their community.
As your church plans for its next steps in growth and expansion, the right campaign materials can make all the difference. Whether you’re in the planning stages or refining an existing campaign, Abstract Union is here to help. We are your valuable partners in success, crafting materials that reflect your mission and inspire your community, turning your vision into reality.
