The Association for Catechumenal Ministry
Branding & Web Design
The Backstory
The Association for Catechumenal Ministry (ACM) provides training, publications, resources, and consulting services that assist in the implementation of a comprehensive, faithful, systematic, and organic RCIA process.
Since 1998 ACM has been the number one ongoing, self-sustaining RCIA training association in the United States serving the Catholic Church in the faithful implementation of the RCIA.
Despite being around for 24 years, in many Catechetical circles the Association for Catechumenal Ministry is still unknown.
The Challenge
- Originally designed for print media, their legacy branding felt dated. It failed to meet current digital design standards and no longer aligned with their consumers’ changing demographics.
- No color system, typography, or brand guidelines had ever been developed, which created inconsistencies across their marketing collateral.
- ACM is well recognized among established clientele, but not well-known to those unfamiliar with their resources.
- Their legacy website was too complex, verbose, and unnavigable, and it wasn’t set up for ecommerce.
- Their calls-to-action were either too passive or unclear, and value was not being communicated effectively.
The Strategy
Rebranding
- Breathe new life into their branding. Focus on branding that is able to reach a much broader audience of Catechetical Leaders and appeals to a younger demographic.
- Create contemporary new logo design that clearly communicates their brand identity, establishes trust, makes an emotional connection, and meets today’s digital design standards.
- Establish a clear and consistent voice and tone in messaging, and promote the value of resources more visibly with improved marketing and sales copy.
New Logo
Web Design
- Design a new website focused on new branding, optimized for sales, and ready to implement e-commerce needs in the future.
- Create a simplified site design for a more intuitive user experience.
Google Ad Grant Management
- Increase site traffic.
- Make use of the Google Ad Grant to promote resources and training for RCIA Catechetical Leaders.
- Increase brand awareness and lead generation.
Print Material
- Created new marketing collateral with updated branding, design, and messaging.
Why it Works
Our approach focused on building relationships. We emphasized solving the client’s key frustrations rather than copy that focused on ACM. The new copy builds empathy and pulls customers toward products rather than pushing products on them.
Updating the visual identity gives customers a boost of confidence that ACM is a quality ministry with quality products. The branding is more memorable and conveys authenticity without feeling dated. We sought imagery that was relational, comforting, inviting, and just feels really Catholic. This was essential for building trust with their emerging markets.
The logo is now recognizable and even stands alone without any additional verbiage. New customers are exposed to branding that uses the “Association for Catechumenal Ministry.” Logo variations with the acronym ACM are used with established clients.
The new colors distinguish the logo, website, and physical presence of ACM from others in their industry.
The new user-friendly font is classic yet contemporary. More importantly, it is legible in both print and digital design.
The new logo sets ACM apart by subtly implying the three aspects that constitute a comprehensive RCIA process:
- Catechetical – the book.
- Pastoral- the lamb.
- Liturgical- the colors.
