Penuel
SERVICES: NAMING, BRAND STRATEGY, VISUAL IDENTITY DESIGN
Penuel is a community dedicated to fostering the holistic well-being and upward mobility of men who identify as visible minorities. Their values and principles are rooted in Christian doctrine and they take a biblical approach to tackling issues like toxic masculinity and unfulfillment leading to suicide.
We stepped in at ground zero to help streamline the essence of the organization, find a fitting name and translate the brand visually.
Our visual direction was “masculine, but fresh and light”. In an equation where the typical dark and moody manly man aesthetic was equivalent to toxic male; the look and feel we created would be the healed and evolved alternative.
Penuel has four pillars— individual, family, community and destiny— representing the levels at which they strive to connect with their audience. We created icons to represent each pillar and developed a repeat pattern using these icons.
We created a Squarespace template and social media style guide for Penuel. With these tools, they are able to flesh out their brand presence as the organization evolves.
