Multiply is the annual theme that dictates marketing and fundraising messaging, as well as the visual direction for Canada-wide events and digital content from the Evangelical Covenant Church of Canada. The theme is based on the biblical story where Jesus Christ miraculously multiplies five loaves of bread and two fish to feed thousands of people.
The final concept is a literal visual representation of the elements of the story, to remind viewers (who are aware and in understanding of the story) of a simple offering given in faith and expanded to reach beyond what was imagined by the giver. The full package contains a full logo that can be separated into an icon and wordmark, as well as a badge for supplemental uses. The color palette is earthy - representing a hillside overlooking a lake, much like the scene of the biblical origin story. The pattern brings a modern edge and provides an abstract version of multiply: deconstructed x's.
Instagram grid carousel, introducing the theme.
Notebooks and stickers handed out at Annual General Meeting when the theme was announced.