2022
Cross and Crown Church
Spirit-Filled, Jesus-Centered, Multi-Ethnic Community
Cross & Crown is a growing church plant developing a cohesive visual and digital presence to support spiritual formation, community growth, and mission clarity.
Challenge
After a few years in the market, the brand’s existing website and merch no longer reflected the level of quality and identity Tasha wanted to communicate. She approached me seeking a full brand refresh that would elevate the visual system while preserving the core values and personality that her audience had grown to trust.
Creative Strategy
I approached this project with the mindset of a modern apparel designer, developing a visual system that feels bold, on-trend, and adaptable. The goal was to create an identity that establishes a strong foundation while remaining flexible enough to support evolving styles, future drops, and new merchandise designs as the brand expands.
Deliverables
Logo
Visual System
Graphic Design
Apparel Mock-ups
Website Design and Site Build
Photography
Brand in Action
View how the brand is applied across real touch points, from digital interfaces to physical materials ensuring a cohesive and recognizable presence.
Design Notes & Lessons
This is a project I hope to revisit in the future. When I originally developed the graphics for Girls Can Hoop, my understanding of apparel design was still developing. I knew the graphics needed intention and attitude, but I didn’t yet recognize how crucial the choice of apparel blank is to the final design. It’s one thing to place a graphic on sweatpants, it’s another to source the right cut, material, and style and integrate the mark as part of the garment itself.
Initially, we planned to shoot on a Cincinnati outdoor basketball court, which would’ve rooted the brand in its real environment. Scheduling challenges with talent led us to shift to a studio shoot instead. A key takeaway for me was the importance of patience and resisting compromises that dilute context or authenticity unless truly necessary. I’m confident that the on-court environment would’ve produced images that situated the brand more effectively in the culture of girls’ basketball.
Despite these constraints, the brand has grown and found visibility on a much larger stage repped by WNBA athletes at championship events and featured on jerseys, backpacks, and gear distributed to young athletes through Girls Can Hoop camps and programs. Seeing the brand in motion, in real use, and on real players has been deeply gratifying and I hope to continue building on it as the brand evolves.