The New Social.

The church and the collection

The New Church is the organisation. The New Social is the name of this collection of its social and campaign work. My role at The New Church is Head of Communications, working across creative direction, campaign concepts and visual storytelling.

The brief is often an abstract theme rather than an obvious picture. The work has to give that theme a visual form while making the invitation clear.

Finding an image for an idea

Campaigns such as The Honor Code, Unshackled and When Your Time Comes begin with ideas that can be interpreted in different ways. I develop visual concepts through symbolic imagery, photo composition and expressive typography.

The title provides a starting point. The image can suggest tension, release or anticipation; the typography gives the words their own presence. Together, they establish the atmosphere of the campaign.

Keeping the invitation clear

The concept is only part of the communication. Titles, dates, locations and other event information still need a clear reading order. The work balances an expressive image with practical details people can act on.

The outcome

The collection brings together distinct campaign worlds within The New Church’s wider communications. It shows my concept and visual work, with each theme given its own imagery and typographic treatment.

The common thread is the translation from an idea into something people can see. The gallery lets those different interpretations sit alongside one another.