The Breathing Brand

"A brand is a name, term, design, symbol, or any other feature that identifies goods or services as distinct from those of other sellers” (American Marketing Association).

The "brand" is ultimately an expression of culture.  The culture of the organization includes its vision, mission, values, products, chemistry, team, and leadership.  Since the brand is an expression of culture, and culture is ultimately a result of human relationships and identity, we prefer to think of the brand as "alive".  As content creators, you are the brand, before your content.  You carry the culture in what you say and do.  When you walk in humility, you carry the brand of Wonder Church.  When you look at God with wide-eyed wonder, you carry the brand of Wonder Church.




You are the breathing brand.




  • Relational
    • Family-oriented
    • Linking generations
    • Warm-climate culture
  • Adventurous
    • Not afraid to take risks
    • We like to try new things
  • Appropriately funny
    • We enjoy humor, but know when to be serious
  • Techy-Touchy
    • We love technology and utilize it effectively
    • It supplements personal connections, but never replaces them


Heading 1 (h1): Raleway

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj...

Heading 2 (h2): Roboto Condensed (all caps, with spacing)

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj...

Body Text: Roboto

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz


Gunmetal Gray

A very deep shade of gray mixed with blue and yellow for warmth, gunmetal gray brings to mind the toughness of metal.

With gray known as a serious hue, the darkness of gunmetal gray further compounds that perception. Its richness means that it conveys a sense of authority or seriousness. The hex code for gunmetal gray is #222221.


Mimosa is a warm, golden yellow inspired by the popular cocktail and the flowers of the Mimosa tree. Being a hopeful and radiant color, Pantone named mimosa the 2009 Color of the Year to bring hope and optimism during a time of economic uncertainty and political change. It is a reassuring and nurturing color that stimulates imagination, innovation, and enlightenment. The hex code for mimosa is #ffde00.


Named for the metal which is comprised primarily of tin, pewter is a light shade of gray. The hex code for pewter is #f8f8f8. Though the metal and its name has no known origin, pewter kitchen utensils and dinnerware dating back to Roman times have been unearthed in London, telling us that pewter has been around since at least the turn of the first millennia.

Pewter retains the gray characteristics of neutrality and seriousness, and its darker hue conveys a certain weightiness.


Celadon is a pale blue green named after a type of ceramic that originated in China. Celadon is both a color and a glaze that was developed and refined during the 10th and 11th centuries. Celadon, the color, has undertones of gray and jade. Celadon is muted and understated and combines the tranquility and serenity of blue with the sense of growth and renewal of green. The hex code for celadon is #bdd5b4.


The Wonder Church logo is simple, clean, memorable, unique, and approachable. It visually conveys what we are all about, approaching God with the wonder and expectancy of a child.

Wonder Church

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Our Values

Heart for His House

Gospel + Love = Spirituality

Unhurried and Unstoppable

People of the Presence

Kingdom Mindset

God Speaks

Humility Precedes Honor

Deep Spirituality

Heart of Wonder

You are welcome to see the "values" page on the website for additional scripture and details on the meaning of these values and additional content you can use for your content creation.

Unwritten values (that you can write)

It’s not about us.

We are servants to a higher calling.  We value mission over money; and purpose over pleasure.  We are a part of a cause that is greater than our own: the cause of Christ.  We sell out to the mission and vision of God for our personal lives and the purpose of the local church. We know that to get God’s dream, we may need to bury our own.

Let’s have fun with this.

We don't take ourselves too seriously.  We value being light-hearted and enjoying the process.  We will laugh hard and have fun.  We have no problem trying new things.  We refuse to let the weight of our responsibility crush .  After all, it's not like we don't know how the story ends.

We are not safe.

The church is not the safe place for Christians. We are not saved to be safe. We are saved to join the fight. We sell ourselves out to the higher calling, putting it all on the line for the cause of Christ.

Honor royalty.

We were all made in the image of God.[1] We treat people with the honor that is due to their creator.  This does not mean that we pamper.  It means that we speak life, encouragement, and truth in a loving way to people.  We do not play favorites.  We do not pander.  We do not suck up.  When we have a disagreement, we respond with love.  We do not forfeit love because we disagree.  When we have need to correct or rebuke, we do so with the intention of love and betterment for the individual.  Everyone was made in God’s image.

Keep the main thing the main thing

When it comes to theology, doctrine, and dogma, we have resolved to preach only Christ.[2] We will not put unnecessary focus on fringe theology, unique spiritual practice and experiences, or distracting prophecy.  We don’t wave denominational banners, promote preferences, or champion bureaucracy.  Paul combated spiritual egotism saying that we should beware those who only talk about spiritual experiences, angels and spiritual pedigrees.[3]  We will heed his warning.  We are not afraid to dive deep into the spiritual realm, since this is where our hope resides.  We expect to discover new things.  However, everything must be tested with reverence, fear, and strenuous Biblical study, for even the enemy appears as an angel of light[4] and the devil can use scripture to tempt us to sin.[5]

We were made to worship

Worship is the sound of heaven.  It is the core element of the Kingdom of God.  It is the primary purpose of creation.  It is warfare.  It ushers in God’s presence.  It is not entertainment.  It is the most natural response to the work of God in our lives.  In John 17, Jesus heals 10 people with leprosy.  However, only 1 of them returned to Jesus and when he did, “He threw himself at Jesus’ feet and thanked him…” (John 17:16).  Jesus affirms the man’s response by blessing him.  The saving nature of the Kingdom of God beckons us to respond with worship.

Attitude of Gratitude

Everything we have is a gift from God – God is generous.  We are merely stewards of all he has given us.  This includes our spouse, family, friends, property, possessions, finances, influence, career, talents, gifts, passions, and abilities.  All are from him and for him.  Closely connected to our value of worship is our value of gratitude bubbling up into generosity.  We tithe as a practice of generosity and we give out of a full heart.

People of the Presence.

It’s not that God isn’t there, it’s just that sometimes you don’t know it until he is the only one there.  We have unique access to the presence of God.  We welcome His manifest presence every time we gather in services, small groups, and in our homes.  He wants to meet with us.  Let the King of glory come.

We are for the Church.

We believe that the different denominations and movements in the Church are all a part of “Christ’s Body”.  We may have disagreements, but we refuse to cast stones at the Church that Jesus loves.  We recognize that in today’s society, there are issues so hotly debated that entire denominations split (LGBTQ).  In cases like this, we refuse to cast stones, but also reserve our right to support and partner with churches that we can agree with.  Since the beginning, the church has had major flaws, yet Jesus continues to lead his Church.

We don’t throw stone

Not at the Church, or at the world.  We are sent just like Jesus was sent.  We have the same mission as Jesus: “Not to judge the world, but to save it.”

Inside Out

Organizations that focus first on their employees are more successful with customers.  The reason for this is because when management focuses on creating a healthy work culture, it positively effects the experience for the customer.  If the employee hates their job, they will intentionally or unintentionally convey a poor image of the organization to the customer.  This is inevitable.

Jesus wants the hearts of the leaders and ministers before he wants their hands: heart before hands.  On many occasions he suggested this, one being his gentle remark to Martha, who was working so hard: “My dear Martha, you are worried and upset over all these details!  There is only one thing worth being concerned about. Mary has discovered it, and it will not be taken away from her” (Luke 10:41-42 NLT).  At the end of the day Jesus wants our heart.  A word was given concerning Wonder Church, “Jesus doesn’t need you to plant this church; He just wants your heart”.  We will lean into this and focus first on the internal health of the church.  After all, who would want to be a part of something that isn’t healthy?  If the people inside don’t want to be there, why would anyone on the outside want to either?


“The worker is worthy of his/her wages” (Luke 10:7, 1 Timothy 5:18, Matthew 10:10).  Compensation should be fair, based on merit, expertise, and performance.  As a principle of generosity, it is our goal to compensate above what is expected. In this, we honor each other.  Contrary to taking advantage of people who are willing to do anything for Jesus, we honor them by paying them above expectation.

Use All Your Arrows

In a curious story in 2 Kings 13, King Jehoash comes to the prophet Elisha for help in the face of war.  When the prophet instructs him to take his arrows and “strike the ground” (2 Kings 13:18-19), the king does so, but only three times.  The prophet curses the king for not striking the ground more times.  The principle being that in the face of desperation, the king should have struck the ground as hard and constant as he had power to do so.  If he really cared, he should have given it his all.  Jesus calls for us to do the same.  Give it all, strike the ground and use all your arrows.  Anything that we decide to do, we will do it with all our heart.

Calculated Risk

“If you’re risk averse and have some doubts about the feasibility of your idea, it’s likely that your business will be built to last.”[6]  Contrary to popular belief, those who “bet the farm” may not contain the wisdom and grit necessary to create something that lasts.  It is those who seriously weigh options, strategize, and count the cost, who make it in the long run.[7]

Jesus said, ““But don’t begin until you count the cost. For who would begin construction of a building without first calculating the cost to see if there is enough money to finish it?” (Luke 14:28 NLT).  Jesus said this in the context of those deciding to follow him; they should consider the ramifications of such a decision.  There is somewhat of a tension in the evangelical world that being calculated and strategic leaves no room for faith.  On the contrary, we believe that God wants us to be wise and strategic; to count the cost, and this is an expression of faith.  This is not an absence of faith, but a cooperation with faith, for we would not endeavor to do anything for the Church if it were not for our faith in Jesus.


All money belongs to God.  The question is not, “what should we do with our money?”  The question is, “what does God want us to do with His money?”  The Church is does not belong to the pastor.  At the end, the pastor and leadership team are merely stewards of Jesus’ Church.

Simple Church

Simple is replicable.  Complex is just that, complex.  As much as possible we will resolve to do a few things well.  We will not be program heavy.  We will use all of our resources to make what we do, done well.


It has been said that this new world of technology, globalization, and competition is yielding a culture that has never been seen before.[8]  With the world’s landscape changing so rapidly, churches must adapt to advance, “All that we have assumed about leading Christian organizations, all that we have been trained for, is out of date.”[9]  The world is looking for a new kind of church to rise up.  We have resolved to let the mission determine the method.  We challenge the status quo to seek the best means possible. We will resist the temptation to fear failure by establishing a sense of security.  We will do this in how we budget, how we reward, and how we speak.  Having a sense of security gives people confidence to break the mold.  We recognize that being adaptable and original is not optional.

Autonomy - Alignment

People take ownership when they are granted autonomy.  This autonomy, or self-determination[10], is part of intrinsic motivation and empowering people to be effective in their given role.  However, when people are granted autonomy, there is risk of organizational conflict.  To navigate this tension, we will use New Life Renton’s tool called the autonomy – alignment spectrum.  When responsibilities and tasks are given out, it will be accompanied with a level of autonomy or alignment.  This will communicate to the team how much creative license they have with a given task.

Work the Problem

“Our potential is one thing.  What we do with it is quite a another.”[11]  Ministry requires grit.

We believe in the necessity of maintaining a “growth mindset.”[12]  This growth mindset keeps us in the fray when others would have quit.  We consider obstacles as opportunities, recognizing that the recipe for innovation is creativity and a lack of resources.  Our best ideas will come out of the problems we have, “Leaders learn by leading, and they learn best by leading in the face of obstacles.”[13]  When we are confronted with a problem, we will work it out.

Measure What Matters

We will use SMART Goals: specific, measurable, achievable, realistic, and timely.  When we make goals, we will ensure that it is measuring the right kind of thing.  We will use stretch goals to break the mold of our thinking.  We engage in “the gospel of 10x” and maintain the importance of attainability.[14]

We take joy seriously

Joy is one of the fruits of the Spirit.[15]  There is a spiritual imperative (seriousness) when it comes to joy being a theme of the life of the Jesus follower.  In the organizational world, enjoyment of one’s work is what sets apart excellent organizations and is often determined by the ability of the direct supervisors to lead their teams well.[16]  Joy is the signature attitude that makes our church life-giving.  So, we take it very seriously.

We’re not for everyone

One of the greatest discouragements in church leadership is when people leave.  We combat this discouragement by recognizing that we are not for everyone.  We know that some people won’t want to be a part.  We have made peace with that.  We must maintain our unique identity and calling as a church.  We will not compromise who we are to get more numbers.

Empowering leadership

“Transformational leadership is a process that transforms people.”[17]  The Church is a transformation organization.  This must be true about everyone involved in it.  We believe that empowering leadership is not just a way to lead people, it is the Biblical way to lead people: to help them become everything God intended them to be.

We Tell the Truth; We Don't Spin the Truth

The world is becoming more and more grey.  Postmodern culture drives a relativistic worldview in which each individual is responsible for defining their own truth.  As a result, people do not know what to believe.  Trust in government and leadership is at an all-time low.[18]  We believe that truth is key in accomplish the mission.  This truth should not be watered down, spun to make it seem better or worse, but be presented with clarity and strategy so that people will understand and accept it.


This means that meetings and discussions will be fact based and results driven.  Team members will not use vague terms like, “people have been saying…” if they do, they will be asked, “who has been saying?”  Team members will have to present ideas based off research instead of personal preference.  This will help combat group think.[19]

“Clear is kind; unclear is unkind.”[20]  It takes a level of vulnerability to be honest and tell the truth.  However, truth is the foundation of relationship and without it, there can be nothing to stand on.  We take ownership.  We are honest about our shortcomings.  We honor people by telling them the truth, instead of what they want to hear.  We are not confrontational; we are honest.  We invite team members to engage in crucial conversations.  If there is a conflict, team members will have the conversations necessary to resolve it.[21]  This will combat toxicity and maintain organizational health.  Feedback will be a routine part of operations.  Every event will be debriefed, teams and individuals will have regular assessments, and feedback loops will be placed on personal performance.  Feedback requires trust.  Therefore, the truthfulness of the feedback should correspond with the level of the relational credibility.  Individuals must know that the feedback in a blessing not a burden.  When this is done, people will operate in a growth mindset and experience continuous growth.

Once a Leader, Always a Follower

“The world needs more followers.”[22] Gallup has discovered that a staggering 70% of the variation between great workplace engagement and lousy workplace engagement can be explained just by the quality of the manager or team leader.[23] It was not the executive team, it was the middle management.  It seems that one of the things that make an organization healthy, is the ability of the manager to be both a leader and a follower.  Jesus did not call us to be leaders first, but followers.[24]  The ultimate leader of the Church is not the pastor, but Jesus himself.[25]  This means that all who desire to be leaders should adopt three attitudes.  First, submission.  This is counter cultural, but the truth is that everyone submits to someone or something.[26]  When someone decides to submit to leadership, they have increased their ability to collaborate and take more ownership.  Second, service.  Followers are willing to do what is necessary for the betterment of the group.  Jesus modeled this when he washed the disciples’ feet.[27]  Third, stewardship.  Leaders who see themselves first as followers can more easily say, “we are merely doing our duty.”[28]  They do not seek glory which spoils the soul.  They see all leadership privileges as something to steward, not take advantage of.

Sound Bible Study

The Bible is the foundation of truth.  It contains the truths of which we have based our worldview, faith, and daily lives on.  Since it is the cornerstone of our faith, it must be studied with the utmost rigger.  Biblical interpretation has changed through the years.  We have resolved to study the Bible via “Inductive Bible Study”.

God Moves in the Margin

An interesting study determined the role of procrastination in problem solving: “procrastination as a form of incubation to stave off a premature choice of a scientific problem or solution… Often when I am procrastinating, I really have something on the back burner and I need the time to work it through.”[29]  It seems that creativity and problem solving works in the blank spaces, the moments leading up to the focused work time.  Margin is necessary for this subconscious activity to take place.  We believe that God uses margin time to speak to us and lead us.  Therefore, we will maintain healthy margin for those who work in the church.

[1] So God created mankind in his own image, in the image of God he created them; male and female he created them. Genesis 1:27 NIV.

[2] For I resolved to know nothing while I was with you except Jesus Christ and him crucified. 1 Corinthians 2:2 NIV

[3] Spiritual pedigrees.

[4] As I urged you when I went into Macedonia, stay there in Ephesus so that you may command certain people not to teach false doctrines any longer or to devote themselves to myths and endless genealogies. Such things promote controversial speculations rather than advancing God’s work—which is by faith. The goal of this command is love, which comes from a pure heart and a good conscience and a sincere faith. Some have departed from these and have turned to meaningless talk. 1 Timothy 1:3-6 NIV

[5] “And he took him to Jerusalem and set him on the pinnacle of the temple and said to him, ‘If you are the Son of God, throw yourself down from here, for it is written, ‘He will command his angels concerning you, to guard you,’ and ‘on their hands they will bear you up, lest you strike your foot against a stone.’” Luke 4:9-11 ESV

[6] Grant, Adam, “Originals: How Non-conformists Move the World”, 17.

[7] Grant, “Originals”, 16.  “I assumed… they were destined to fail because they played it safe instead of betting the far.  But in fact, this is exactly why they succeeded.”

[8] Kotter, John, “Leading Change”.

[9] Bolsinger, Tod, “Canoing the mountains”, 28.

[10] Scandura, Terri, “Essentials of Organizational Behavior”, 86.

[11] Duckworth, Angela, “Grit”, 14.

[12] Duckworth, “Grit”.

[13] Kouzes, James, Posner, Barry, “Learning Leadership”, 104.

[14][14] Doerr, John, “Measure What Matters”, 138.

[15] Galatians 5:22

[16] Gallup, “First, Break All the Rules”, 8.

[17] Northouse, Peter, “Leadership Theory”, 163.

[18] 3% of people say they trust the government. Pew Research, April 2019.

[19] Burns, Shoup, Simmons, “Organizational Leadership”, 211.

[20] Brown, Brene, “Dare to Lead”, 48.

[21] Patterson, Grenney, “Crucial conversations”. “The single biggest problem with communication is the illusion that it has taken place.”

[22] Susan Cain, “the world needs more followers.”

[23] Gallup, “First, Break All the Rules”, 7.

[24] Matthew 4:19.

[25] Colossians 1:18.

[26] Matthew 6:24

[27] John 13:1-17

[28] Luke 17:10.

[29] Grant, “Originals”, 98.

sound bites from devos, messages, and talks

During meetings, gatherings, devos, and other talking moments, note things that can be used in content creation.

Posting Process

  1. Check the Shareables Calendar for details on your next project.
  2. Create your content and send it to Chelie (Content Creator Admin).
  3. Chelie will confirm the cohesiveness of the post with CJ and the style guide.
  4. Chelie will post in on the various platforms.

NOTE: It is important to create cohesion for our brand in all of our content.  The best way to do this as we get started is to filter everything through CJ and Chelie.  This will ensure that our content all looks the same.  Down the road, we will grant posting permissions to content creators as well invite content creators to inject their unique creative expression into their content.

Unique Expression

Google's brand

In time, we want to invite more diversity into our brand.