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We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.

Jonathan Gottschall
You’re never going to kill storytelling, because it’s built in the human plan. We come with it.

Margaret Atwood
Assemblies of God

In anticipation of their 100 year anniversary, the Assemblies of God was gearing up to celebrate the ministry and outreach of more than 360,000 churches globally. To help communicate the impact of their history and continuing story, they partnered with Plain Joe Studios for a complete brand refresh and multifaceted environmental update within their National Headquarters. During it’s centennial celebration, there were over 8,000 visitors.

Brand Development / Brand Architecture / Logo Development / Environmental Design / Wayfinding / Lifestyle Graphics

Renewing the old


We updated a 50 year old icon and created a new logo to mark their centennial celebration. Maintaining core elements crucial to AG identity, we took the multiple brands of Assemblies of God and created a brand architecture clarifying how each ministry differs from another and is best utilized by constituents. The resulting brand is more portable for the digital age and representative of who they are and where they are going.

A one hundred year journey, one timeless story


We created a large, changeable graphic system to integrate with the aesthetic of the refreshed AG headquarters as the main story-telling element. Environmental projection mapping added an engaging graphical layer. The technology allowed them bring static information and maps to life with different statistics on church growth through the last century and live updates about how the church has spread through the US.