The Museum of the Bible sought to provide women an unforgettable experience that they could attend together year after year that would feature music, faith exploration, and breakout sessions during the 3-day event.
The engagement, Women of Truth, was eventually renamed to Lumina in an effort to refocus and gain traction with the target audience of women in the age range of 25 to 45 who are looking for a more modern approach to an immersive bible experience.
I tend to pride myself on having the ability to intently listen to the client during the initial immersion and from that, craft a creative brief that captures exactly what they are looking to achieve. I have a proven track record of delivering a single option for new logo identities and Lumina seemed to be fairly straightforward.
While a strong concept, the logo you will see below was not at all what this particular client was after. Rather, it was more of a personal reflection of faith instead of the actual purpose of the event and what the visual representation should have been. Even hitting a strong chord with the client, the tagline also seemed to miss the mark.
failure only leads to
The logo we delivered to the client was not what they had hoped for and as a team, we knew that there was something within the creative brief that we missed. So, we called another immersion and interviewed other key individuals within the Church of the Bible organization and made sure to dive deeper into the idea of what LUMINA was supposed to be, what expectations were outside of the event, and what the extended use might be.
This gave us an opportunity that garnered different insights we had not obtained from our original discussions. We revised the creative brief, went back to the drawing board for logo ideas, and ultimately came up with two variations that, as a team, we were confident would generate excitement from the Church of the Bible team. The team’s turnaround and extended effort resulted in some of the best compliments I’ve received in my career.
The mark in this concept represents both a diamond and a sun, offering a new take on a symbol of “light.” Like humans, every diamond has unique facets and imperfections. But when you shed light on a diamond, it shines. When you let in God’s light, you shine. Diamonds are also formed under tremendous pressure; in this concept, the use of a diamond is a nod to women’s resilience and strength through the pressures that are put upon them.