Every year, VOUS Church puts on a 3-day convention, VOUSCon, meant to encounter, equip, and empower the global Church. It’s one of the biggest projects we work on, and today I want to walk you through how we create the creative direction that fuels it.

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It starts with a theme we receive from our lead pastors, Rich and DC. From there, the creative team begins to document the vision so the rest of our teams can bring it to life with clarity and intention.

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STEP 01: Create the Deck

This deck is the foundation. It does 3 things:

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1. Presentation: I use it to pitch ideas to leadership. What gets approved, stays. What doesn’t, gets cut.
2. Documentation: It becomes a record of decisions, so the team knows what’s locked in.
3. Team Guide: It’s the starting point for designers, writers, video editors, and more.

STEP 02: Define the Concept

The theme drives everything. Last year’s was Dying to Be Different. To develop the concept, I start with language. What does the theme mean? What emotions does it stir? I write and reflect until I feel like it’s in me. Then we begin developing copy that becomes the foundation for the concept pages in the deck.

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This language is what guides all creative decisions from there.

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STEP 03: Build the Identity

For Dying to Be Different, I knew I wanted the look to feel bold and editorial—something with conviction.

1. I chose chunky fonts that carried weight and confidence
2. The color red felt natural: symbolic of sacrifice, Jesus, and the cross
3. We gave layouts and photography a magazine-style elevation to create a modern, high-impact feel

‍STEP 04: Prepare the Marketing

I usually kick off marketing with the website. I start building it alongside the identity because it helps solidify the overall vibe. The goals for web are simple:

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1. Evoke the emotion behind the theme — through visuals, copy, and layout
2. Communicate the experience — what to expect at VOUSCon
3. Incite action — get people to register and come to Miami!

Once the site is complete, I have a strong sense of the look and feel for the year. After approval, we move into social graphics and other marketing assets.

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STEP 05: Launch the Campaign

We launch with:

✅ The identity

✅ A simple style guide

✅ The website

✅ Social graphics

✅ A marketing plan

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Once those are in place, the team runs with it—posting, promoting, and building on the direction all year long. I then shift into art directing other major components:

• LED designs
• Merch
• Videos
• Environments
• Program pieces

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And that’s how it starts. A theme → into a concept → into an identity → into a full campaign.

Takeaways for Your Next Project:

1. Anchor in purpose — know the message before you design.
2. Draft & iterate — refine visuals through thoughtful changes.
3. Set up the team for success — document direction clearly and share early.
4. Evoke the theme — create in a way that lets people feel the heart of the message.

I hope this gives you a helpful peek into the process—and maybe inspires you as you build for your own community.

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