Michael Keller approached Polemic with a conundrum—how to market a faith-based organization without ostracizing the very community it seeks to reach. City Campus Ministry was created to offer a spiritual dialogue with urban college students who were questioning their faith, or curious about Christianity.

Polemic created a fashion-inspired branding package to give CCM a fighting chance with millennials. We created a custom condensed gothic typeface with fractured letterforms to communicate the incompleteness of living without faith. Ministry is rendered in full color, to show the other side of the story—faith makes you whole.

We extended this approach to their print materials and annual report as well—using only color photography when speaking about CCM's student outreach.