OVERVIEW.
Project Description:
Project Church set out to create an apparel line that felt like culture—not just church merch. I led strategy, creative direction, and execution across product development, launch campaigns, and social engagement. The goal was to turn apparel drops into high-demand, experiential branded activation opportunities that built real community while amplifying the church’s brand presence in a fresh, relevant way.
Challenges & Approach:
The challenge was to break free from the generic “church merch” stigma and instead build a brand people would be proud to wear, while maintaining the core mission, authenticity, and vision of the church. We needed to create true demand and excitement with limited resources.
Our approach centered on precision, storytelling, and experiential marketing:
Time-Sensitive Campaigns: Designed launches with built-in urgency, including limited-run drops and countdowns to drive FOMO and commitment.
Focused Brand Storytelling: Crafted messaging that aligned with Project Church’s mission while elevating the apparel line as a cultural expression, not a commodity.
Social-First Strategy: Developed creative content designed to be shared, liked, and saved, tapping into organic and paid strategies to grow engagement.
Scarcity & Exclusivity: Leaned into limited inventory, premium design cues, and time-limited availability to create authentic hype and brand loyalty.
Community Activation: Turned customers into brand ambassadors by fostering organic conversation and sharing across social channels.
This strategy transformed apparel launches into true brand experiences that felt special, on-mission, and culturally relevant.
The result:
Two product drops completely sold out in under 48 hours
Delivered 263.64% ROI on apparel campaigns
Achieved 130% growth in social engagement and brand awareness
Reinforced Project Church’s brand as culturally engaged, modern, and mission-aligned
