Caprock Logomark

For over 45 Years Caprock Baptist Church has been serving the community of Amarillo, TX. They have seen many generations of people grow in their faith and become dedicated servants of Christ. Caprock's members are passionate about their community and reaching people for Christ.

Caprock Baptist Church reached out to IFBDesign for a rebrand, a new website, and communication strategy. Their objection was to reach a younger audience of families in their 20's and 30's. To be modern and attractive, but still authentic to their beliefs. Knowing that doing so will also draw a wide range of people attracted to those qualities.

The process began with crafting a brand strategy, and positioning statement. We then developed a complete Brand Identity System that considered every touchpoint of the audience. We built off that brand system a new website as well as many print design pieces to build value into the Caprock Baptist Church Brand.

We developed a positioning statement by defining what a Caprock is. Caprocks are found all over the wilderness outside of Amarillo, TX and the region is known for the beauty of these wonders of nature. A Caprock is an impervious rock that often overlays weaker rock. Life is full of struggles and it can seem like we are weak to meet those challenges. Jesus is the Rock and he can be your Refuge from the struggles of life. Caprock Baptist Church is here to serve the community and be a refuge for you and your family.

The logo mark needed to be bold, and fresh while conveying the concepts of refuge, and community. We determined a monogram style mark with text that could be used interchangeably with various departments of the church. We wanted Caprock to be a branded house and not a house of brands when it came to its various ministries and outreach options.