Turning volunteers into a team.
Team Crossway
Brand Strategy · Creative Direction · Digital Experience
Crossway needed more than a volunteer recruitment campaign. The goal was to create a sense of identity and belonging around serving—something people could see themselves becoming part of.
The Challenge
Like many churches, Crossway relies on volunteers to make ministry happen—but recruiting new people and keeping existing volunteers engaged was an ongoing challenge. We wanted to change the way people thought about serving: not simply as filling a need, but as belonging to something bigger.
The challenge was to create an identity that could bring volunteers across different ministries together under one shared name, while giving us a platform for recruitment, recognition, and community.
My Role
Creative Direction · Brand Strategy · Design · Web Experience
The Idea
What if volunteering felt less like signing up for a job and more like joining a team?
That idea became Team Crossway—a shared identity designed to give volunteers a greater sense of belonging, ownership, and purpose. The name gave us something we could build around: a visual identity, a digital home, merchandise, events, and new ways to celebrate the people who make Crossway happen.
Bringing the Team to Life
Team Crossway grew from a name into a complete brand experience. I developed the visual identity and helped carry it across digital, print, merchandise, photography, and events—creating a consistent experience wherever volunteers encountered the brand.
The Outcome
Team Crossway gave volunteering a recognizable identity that people could rally around. What began as a recruitment challenge became an ongoing part of Crossway’s culture—creating new opportunities to celebrate volunteers, build community, and invite others to be part of the team.