EDC BRANDING PROJECT #g4212
G42 Leadership Academy
BECOME THE LEADER YOU WERE BORN TO BE.
G42 IS A 9 MONTH LEADERSHIP ACADEMY…
…focused on helping young adults become who God created them to be through leadership development, community living, and transformative discipleship.
G42 interns learn in a classroom environment how to grow their relationship with God, live in relationship with others, and be their real selves in the world.
It’s a HUGE vision! To G42, training and discipling a generation to be the best leaders they can be is something worth dying for.
We wanted to make sure their brand did that vision justice.
WE created an identity that was clean, simple, and just a little bit mystical.
G42 has been around for a while, so they know what they’re doing. The thing that didn’t make sense to me was that their old logo looked like it belonged to a NASCAR team or something. It didn’t really scream learning and leadership.
We created a symbol for the logo that portrayed some key messages interns learn at G42. The triangles represent Father-Son-Holy Spirit and Mind-Body-Spirit. They overlap to show the idea of Heaven coming do earth; the joining of the divine and the natural. G42 wants to teach interns to live a life in the middle of that dance.
I know that was a lot of intense sounding spiritual talk, but that’s what G42 is all about! We created a visual identity that reflects that in a beautiful and simple way.
design choices that serve the brand
and make it look exactly like what it truly is.
THE LOGO
The old logo just wasn’t saying the right thing. We updated the logo to be simple, clean, and incredibly rich with meaning as we said before. We also used a very simple text treatment to maintain that famous G42 sense of mystery.
THE COLORS
We based the colors on the original home of G42, Mijas Spain. The magical little mountain village by the coast of the Mediterranean sea is a dream of white walls, cobblestone streets, and terracotta flower pots. Seriously, google it. It’s one of the most beautiful places ever.
We clarified a brand that people were confused about.
G42 has always been a bit mysterious. It’s a part of it’s charm and why it’s so attractive to people. The problem was that it was mysterious about all the wrong things! For years interns, alumni, and even staff were having a hard time answering the question “What is G42 anyway?”
We spent a long time narrowing down the answer to that question. As we went through and figured out all the right messaging for the G42 brand, we ended up stumbling upon exactly what G42 actually is. If you’ve been wondering what that is here ya go:
G42 helps young adults become who God created them to be through leadership development, community living, and transformative discipleship. These are key to young Christian leaders who build communities, start businesses, and raise families that make a real difference in the world!
This is the stuff that didn’t need to be a mystery. What G42 does for their interns needed to be on display all over their website and on the tip of the tongues of their interns, alumni, and staff. With new messaging that does just that, their brand is finally clear to everyone who would truly benefit from the amazing value they bring to the table.
WE updated their website with this new powerful messaging.
G42’s website was all over the place. I looked nice, but nothing about it was telling the customer exactly what value G42 brought to the table. It also was a little hard to navigate. Pages were built without much purpose, and the content seemed to talk about a million different things at once. Like I said before, it had the wrong kind of mystery.
We built out the beautiful new G42 website over the course of a few months. There was so much we needed to clarify and clean up that, even though we started from scratch, we spent a long time making sure that every photo, layout, and piece of copy was telling the user exactly what G42 is, how it makes people’s lives better, and how they can be a part of it! Everything down to the buttons was placed specifically to help the user know what to do, what they’re looking at, and what they need to know.
I’m very proud of how this website turned out, and want to give a HUGE THANK YOU to the wonderful staff at G42 who wrestled with me to get it to be such an amazing site.
