Lent is for Lovers
I was hired to brand and design for Lent is for Lovers, a Lenten initiative run by the Dominican fathers of Cincinnati, OH. Under my creative direction, the program evolved from a simple talk series at a single parish to an international multimedia movement (website, videos, social media) with successful reach as far as Kenya.
Due to the coinciding dates of Ash Wednesday and Valentine's Day in 2018, the Dominican fathers of Cincinnati conceptualized an educational speaker series which would draw a correlation between the dates thematically and theologically. I was therefore tasked with creating a single logo and related branding elements which incorporated several themes: first, it had to be decidedly and identifiably lenten; next, it had to appear romantic, in a vintage sense; finally, it had to thematically fit on a 70s-concert-inspired t-shirt, their chosen means of communicating the dates of the many events in the initiative.
I designed a mark which incorporated all the requested elements, and then some. From far away, a simple but highly textured valentine heart communicates the theme of vintage romance; up close, however, the full Stations of the Cross can be discerned in the black lace trim surrounding the form.
Under my creative direction, it was decided that the initiative should include online and video components. Furthermore, I proposed that - in keeping with the theme - the series should launch with a stereotypically cheesy, "high school" style dance. By hosting such an event, the fathers would set the tone for the series while also welcoming an audience not normally attracted to their events.
Taking my direction, the Dominicans incorporated the multimedia elements and hosted the event, with massive success. The video and web content was utilized in hundreds of parishes, with reach as far as Kenya, and the launch event (the "high school" style dance) received record attendance with hundreds of advance signups.