Brand Tone

Pastoral, Activist, and Inclusive

Brand Values

• •Faith and Discipleship
• •Community and Inclusivity
• •Social and Climate Justice
• •Stewardship and Innovation

Best Practices

• •Lead with "Movement": Emphasize the words "movement," "action," and "community" over more institutional language. This reinforces the brand's dynamic and participatory identity.
• •Balance Faith and Action: Every piece of communication should connect faith to tangible action. If you talk about prayer, link it to the strength it provides for community work. If you discuss a social project, root it in the core Christian calling to love and serve.
• •Use Inclusive, Welcoming Language: Employ inclusive terms like "whānau," "everyone," and "all are welcome." Directly address the brand's commitment to being a safe space for all people.
• •Be Specific About Impact: Instead of speaking in generalities, use concrete examples. Don't just say "we help the poor"; say "we're building two new energy-efficient homes in Castlecliff for families in need." This makes the mission tangible and credible.
• •Maintain a Pastoral Yet Prophetic Voice: The tone should always be compassionate and understanding (pastoral). However, do not shy away from being bold and challenging on issues of justice (prophetic). The copy should comfort the afflicted while afflicting the comfortable, inspiring people to join a cause bigger than themselves.

Social Perception

Established, Socially Conscious, and Evolving

Copy Examples

• •Faith builds more than hope. It builds homes. Through our Bedrock housing programme, we're turning church land into communities. See how we're responding to the housing crisis.
• •Is your faith calling you to act? Join our online seminar on climate justice. Learn how our collective voice can advocate for creation and our neighbours. Together, we are a movement for change.
• •Be part of the family. Our local parishes thrive because of people like you. Whether you can offer a hand with community meals, help with youth groups, or lend your skills to our justice initiatives, you belong here. Find your place in the Movement.
• •This year, your gift means a warm, healthy home for a family. It means a powerful, unified voice for our planet. It means nurturing faith in our communities for generations to come. Support the Anglican Movement. Give to what matters.
• •Questioning? Believing? Just looking? We're a community learning what it means to follow Jesus in the 21st century. All are welcome. No exceptions.