THE COMMA / BRANDING / AVON UNITED CHURCH
Sometimes a small change can have a big effect.
The United Church has been a part of the Hantsport community for a long, long time. And, as the congregation ages, (it happens to the best of us), there was a need to attract some young blood to the family. The United Church is known for its inclusive approach to faith. As a marketer? That means “whoever you are, you’re welcome here” to me.
When we branded the church, this openness was a secret gateway. When you’re a part of our family, we’re all united by our love for our community. For nature. For the world. It was a radical idea, but one that couldn’t be denied: Avon United can feel church-y and exclusionary—Avon, United can feel accepting and powerful.
Sometimes a small change can have a big effect. Here, the conceptual addition of a simple comma became a way for us to demonstrate “everyone being welcome” by, well, welcoming everyone. Stargazers and glasses wearers and people who like the taste of cilantro; we see you. You’re welcome here. Pair that up with the fact that the 2020s are a time of algorithmic division? The tiny things that bring us together are worth so, so much more.
You’re looking at a few of the pieces that made up Avon, United’s launch campaign. We had Buttons, Posters, Stickers, and Apparel, and over 200 Social Media posts, all leading to a custom-designed Landing Page on their existing domain. As 2025 wore on, more seasonal and event-specific posts were written, each with their own headline and caption copy; all written by yours truly.
Do you ever feel a little small in this big world of ours? We all do. You’re welcome at Avon United. Sometimes small things can have a big effect.