San Ramon Valley United Methodist Church

Listening Deeply to SRVUMC’s Vision

Our journey began with a brand discovery session that went far beyond design. We asked: Who are you today, and who do you want to become? Through open, honest conversations with Pastor Sam, Sarah, and the leadership team, we uncovered the church’s aspiration to be a beacon of inclusion and community in a changing world.

This wasn’t just about refreshing a logo. It was about acknowledging that people need to belong before they believe. We heard how SRVUMC has become a home for intergenerational connection, theological diversity, and LGBTQ+ inclusion. We also learned about its ambition to reach younger families, reflect the cultural makeup of the Bay Area, and make the digital experience as warm and welcoming as the in-person one.

By grounding our process in these values—and by surfacing tensions around legacy visuals, generational gaps, and aspirations for growth—we laid the foundation for a brand that could truly embody SRVUMC’s vision for the future.

Turning Mission into Visual Direction

Once we established SRVUMC's brand pillars—inclusion, inspiration, and impact—we translated those into three distinct creative directions: "Inviting," "Clean with a Pop," and "Modern." Each one emphasized a different facet of the church's identity. "Inviting" channeled warmth and belonging with soft colors and organic shapes. "Clean with a Pop" brought energy and clarity, using bold visuals and pops of color to avoid sterility. "Modern" was sleek and minimal, aimed at showing the church’s forward-thinking nature.

These weren’t just mood boards—they were conversation starters. We explored the idea of church as a third space, like a community coffee shop—neutral yet meaningful, modern but still spiritual. The team gravitated toward blending elements from each direction, ultimately leading us to a hybrid approach that centered modern clarity, inviting warmth, and expressive design. This phase brought the church’s personality to life in visuals, laying the groundwork for everything that followed.

Exploring and Evolving the Visual Identity

This was the turning point where everything started to take shape. With a solid foundation in place, we began exploring multiple logo directions that ranged from minimalist crosses and organic forms to more layered, maximalist designs referencing the A-frame of the church, the valley, and even a guiding star. Each option was intentional—some traditional, some daringly modern.

We brought a full spectrum of ideas to the table, encouraging open feedback from the SRVUMC team. What stood out was the team's willingness to go deep—not just to pick a logo, but to reflect on the emotions and symbolism each mark carried. Some logos sparked memories of stained glass and Christmas stars; others nodded to Methodist traditions with subtle curves reminiscent of the UMC flame.

This exploratory phase was critical. It allowed us to see what resonated with the congregation and leadership alike, and it laid the groundwork for a brand that felt both timeless and deeply connected to SRVUMC’s evolving story.