Gibson Church
Brand Strategy + Comprehensive Rebrand
Brief
Gibson’s story is one of loss, faith, change, and rebirth. In 2025, Gibson almost closed its doors and yet a small group of faithful people felt God calling them to something new. After the loss of much of the congregation, dedication to following God’s lead, and openness to change, Gibson is being re-created with a new mission and vision. We need a brand that:
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Communicates that something new is happening at Gibson.
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Sparks a curiosity & longing for wholeness within the West Michigan Community
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Gives us a shared identity that aligns with our mission and vision while building a sense of belonging
Challenges
Gibson’s existing branding was not easily embraced by the congregation when it was first introduced. The congregation doesn’t feel connected to it or compelled by it.
At the same time, Gibson is home to both long-time members who have faithfully attended for more than 20 years and newer couples and families who are just beginning to call the church home. This diverse group of people brings together a variety of experiences, perspectives, and backgrounds. Moving forward, Gibson needs a brand that reflects who they are today while creating a stronger sense of unity and shared identity for the future.
Impact
“Three to five years from now, Gibson has become known as a kingdom-oriented community of Jesus followers who are deeply rooted in Scripture, dependent on prayer, attentive to the Holy Spirit, and genuinely open to the people around us. We are not trying to be a big church. We are becoming a great church: faithful, warm, simple, alive, and quietly compelling” (Written by the Missional Direction Team of Gibson Church, Preferred Future, 2026).
Gibson’s rebranding tells a compelling story of Gibson’s geography and landscape, its commitment to intentional community and unity, the movement and growth of the Christian life and discipleship, and our rootedness in Christ.
A tree is the primary image in the logo, representing Gibson’s location in Laketown Township and surrounding forested property. They hope to be a place where our community (near and far) can find rest and refreshment – whether that’s by walking through our church doors or extends to our property as a whole. A tree is also an indicator of deep rootedness and continued growth, both of which are core values of Gibson Church.
The varied angles of the tree evoke movement, telling the story of the Christian life. We seek God (left side, up), are brought into a community of believers and united by Christ (cross, in), are sent out on mission (right side, out), and are drawn back into the body (branches flipped upward, back in).
The cross acts as the trunk of the tree and is in the center. Gibson is a community that seeks Christ first by being rooted in scripture, committed to prayer, and actively attentive to the Holy Spirit. The cross is both partially revealed and hidden – representative of the way that God shows up in both the big and small, sometimes clear and sometimes out of view.
