Pushpay
Pushpay, as a startup, lacked clear product brand distinction. Our giving and donor management platform bore the same name as our holding company. This issue came to a head with the acquisition of a competing Church software company called Church Community Builder. Suddenly, we found ourselves with two brands that were also product names, without a method to bundle them together.
The task at hand was to develop a 1-3 year plan for the brand architecture. This plan needed to establish meaningful distinctions for our offered products and provide a clear communication channel for our sales and marketing teams to convey the benefits of each product. Additionally, we needed a pathway for creating new products or acquiring other brands.
I began by researching how other SaaS companies had addressed similar challenges. I developed four brand architecture models, recognizing the necessity for a packaging bundle brand—a name that customers could use to refer to all our products collectively. Furthermore, we realized the importance of renaming each product with a simple, logical name that encapsulated its function. User testing, conducted with our Product User Experience team, helped identify colors, emotions, and shapes that resonated with each product's user groups.
The end result was a cohesive brand hierarchy, highlighted by the introduction of ChurchStaq. This served as a product container for Giving, ChMS, Apps, and was designed to accommodate future additions, such as Resi Media or Insights.
Team
Creative Director | Daniel Ramer
Animator | Mortada Gzar
Designers | Pete Cooley, Sabrina Zhou
Videographer | Maryanne Aberion
Web Designer | Jimmy Barker
Writers | Luke McKoy, Malcolm Freberg, Sarah Long
Client
Pushpay
Year
2024
Introducing
ChurchStaq
To set Pushpay apart from its competitors and streamline the customer journey for subscribing to multiple products, we introduced ChurchStaq. This all-in-one solution consolidated our offerings, making it easier for customers to access and subscribe to all Pushpay products simultaneously. The launch of ChurchStaq simplified the sales conversation and created a clear pathway for customers to engage with our complete suite of solutions.
Pushpay Insights Branding & Product Launch
Pushpay was launching a new software solution designed to integrate data from our Giving product and Church Management System, providing actionable insights about customer communities. My task was to develop a distinctive product mark, name, and graphic style that fit into our brand architecture, as well as to create marketing materials including videos and web pages.
I started by drafting a creative brief detailing the software's features and shared it with the product manager and executive leadership. We then selected the name "Insights" and designed a mark that aligned with our brand's aesthetic. I led our animator in visualizing the data integration and worked with our designer to develop a graphic language using the EKG line motif.
We crafted a script and storyboard for our videos, preparing for any potential issues with a backup filming plan due to the tight launch schedule and international interviews. Despite delays in the product’s user-interface designs, the launch was successful, Pushpay’s most attended product announcement.
"The best tool out there for ensuring our attendees receive the care and support they need. It is also an indispensable part of our event and facilities management!"
—Andrew Rutledge, Central Community Church