Fifty years of faithful impact—with a brand built for the next fifty.
Concord Church is a Dallas institution. Founded in 1974 under the visionary leadership of Dr. E.K. Bailey, the church has spent five decades planting deep roots in southwest Dallas—growing from 275 charter members to more than 9,000, building a new worship center, and becoming one of the most respected African American churches in the region. Under Pastor Bryan Carter, the church is as alive as it has ever been. Engagement Group developed a brand identity bold enough to match that legacy and sharp enough to set the table for the next generation.
Problem
A church with 9,000 members, a beloved pastor, and a brand that wasn't keeping pace with either.
Concord Church had everything a thriving church needs—a phenomenally likable senior pastor with clear, practical teaching, a high caliber of worship talent, deep investment in children and student ministry, and a congregation that had proven it could accomplish extraordinary things for Christ. What it lacked was a visual identity that communicated all of that at a glance. The existing brand didn't reflect the energy, confidence, or cultural sharpness of the church it represented. And as Concord set its sights on the next generation of young Dallas families, it needed an identity that would resonate with them from the street to the screen.
Solution
A clean, confident, "educated cool" identity built to reach the young Dallas family without losing the congregation that built the church.
Engagement Group developed a complete brand strategy and visual identity calibrated to Concord's next season. The visual identity is bold and unapologetic—a geometric mark that combines strength and sophistication, set against a palette of teal, orange, and gold that commands attention without sacrificing warmth. The brand strikes a tone of "educated cool"—the kind of confident, modern identity that a sharp young family finds compelling and longtime members are proud of. Environmental signage, apparel, digital, and print were all developed to ensure every touchpoint—from the monument sign to the website—speaks with one voice.
Full Engagement
Concord Church isn't just a branding project. It's a full-framework engagement—every service, every dimension, from the inside out. With a church of this scale and heritage, the work required equal parts strategy and craft to honor what was built while making room for what's next
Calling — Ethnography · Mission, Vision & Values · Team Dynamics
Connectivity — Guest Experience · Retention · Assimilation
Brand — Identity · Campus Experience · Digital Experience
Marketing — Communication · Social · Promotion
Concept
Modern, warm, and sharp—a brand that meets the next generation without leaving anyone behind.
The brand concept for Concord centers on a single idea: educated cool. The young family Concord is built to reach is sharp, brand-aware, and not transactionally driven. They're looking for a church with a relevant growth track, a place where their children can thrive and they can build real connections. Every element of the Concord brand is calibrated to that family—without alienating the deeply committed congregation that has faithfully called Concord home for decades. Bold geometric design, high-contrast color, and rich community photography combine to create an identity that feels like it belongs to a church that knows exactly who it is and where it's going.
Results
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FAQ