Narrative
Our brand's connective tissue. Narrative shapes our personality, defines our character, and clarifies how we want to be experienced by people around the world.
Personality
A reflection of who we are and what we believe.We are a helpful friend who never loses the wonder of God’s Word.
We’re encouraging and challenging.
We speak the truth in a loving, direct way.
We challenge people to take a next step in their faith journey.
Character
The qualities that define us.Approachable
Clear
Friendly
Trustworthy
God-honoring
Positioning
The role we play in people's faith journey.We are not the main character. We guide our global Community toward deeper intimacy with God.
We champion a global approach.
We find innovative ways to build relationships grounded in trust and truth.