Luther King Centre
Branding, web, strategy
Luther King Centre, nee Luther King House, commission Beautiful Bright to create a new brand identity and website.
The Luther King Centre (LKC) is inspired by its namesake, the great Martin Luther King Jr.’s, his life and vision for equality, justice, and peace. LKC is a theological training centre, providing a space where students from all traditions and backgrounds can find community and learn from their shared diversity. They recognise that it is often where practices overlap and seemingly contradict that we have most to learn and celebrate.
The Luther King Centre is inspired by Martin Luther King Jr.’s life and vision for equality, justice, and peace. They seek to provide a space where students from all traditions and backgrounds can find community and learn from their shared diversity. They recognise that it is often where practices overlap and seemingly contradict that we have most to learn and celebrate.
The LKC logo is made up of equal blocks that represent equality. LKC have made it our mission to treat all people, from all traditions equally.
The LKC logo also celebrates diversity, represented through the overlap of colours. Diversity is often a cause of conflict, but it is also how we are defined as distinct. LKC acknowledges that diversity is how we can better understand ourselves and celebrate what makes us each unique. At LKC, diversity is celebrated, never scorned.
This project addressed two critical challenges facing Luther King College (LKC). The first was a need to increase awareness and site traffic, and the second was improving the user journey through the site.
LKC's market has become increasingly competitive in recent years. Concurrently as many church groups have begun to offer their own training, there has been an overall decrease in the number of theology students specifically opting for Chrisitan based learning. To tackle this issue, we have encouraged LKC to target its core audience by engaging with current discussions and thought leadership. To aid this effort, we designed the site to prominently feature thought pieces that are now immediately accessible to visitors and shared across social media platforms. You will see that LKC's latest news is now as prominent as the welcome message. This use of dynamic content keeps the site fresh and allows it to establish a valuable voice in the fields of particular interest to their audience.
We worked with LKC to hone the messaging and online journey. As is often the case with older sites that have grown over time, added content occasionally struggles to fit the existing architecture, which eventually breaks and becomes very confusing. The new site features a clever combination of a meganav and side navigation, which allows for quick and easy movement through the site with constant access to all relevant material.
The Luther King Centre is inspired by Martin Luther King Jr.’s life and vision for equality, justice, and peace. They seek to provide a space where students from all traditions and backgrounds can find community and learn from their shared diversity. They recognise that it is often where practices overlap and seemingly contradict that we have most to learn and celebrate.
The LKC logo is made up of equal blocks that represent equality. LKC have made it our mission to treat all people, from all traditions equally.
The LKC logo also celebrates diversity, represented through the overlap of colours. Diversity is often a cause of conflict, but it is also how we are defined as distinct. LKC acknowledges that diversity is how we can better understand ourselves and celebrate what makes us each unique. At LKC, diversity is celebrated, never scorned.