The word ethos is defined as the "distinctive spirit or character of an era." It's the underlying sentiment that binds communities and cultures together, defining the way its people feel reality, and shaping not just their actions, but minds and hearts as well. To change a community or a culture, you must first change its ethos. It is this understanding that is the bedrock for the leadership of Ethos Chicago, a church reaching out to Chicago's Lincoln Park neighborhood and surrounding community.
For the launch of the fledgling church in Chicago, we teamed with other brand experts to do name exploration and selection, research, and focus group testing—leading to the creation of Ethos Chicago. Working closely with the Ethos partners and leadership, we also developed the brand identity, tagline, brochures and postcards to coincide with the group's launch.