Women’s Gathering 2025

As Saddleback Church prepared to host their first Women’s Gathering in a couple of years, I was tasked with building the brand for the Women’s Ministry and producing a set of assets for this event that reached 3,200+ women across Orange County.

ROLE
Graphic Designer

TIMELINE
Aug 2025 - Oct 2025
(6 Weeks)

DISCIPLINES
Branding
Environmental Graphic Design
Print & Signage

TOOLS
Adobe Creative Suite
Canva
Figma

IDEATION

Moodboarding, Exploration, & Conceptualizing

The main goals I had in mind when developing the Women’s Gathering brand was to provide Saddleback Church with a visual identity that the community had not yet seen and one that connected with the target audience of women aged 25 to 45 years old.

I ensured that the moodboarding and planning I did would employ aesthetics that felt inclusive and versatile to women of all ages and used a combination of youthful and mature elements to reach women in various life stages.

  • Collage of various graphic designs and printed materials, including event posters, greeting cards, art prints, and packaging labels.

    Moodboard #1 - Charm

    I was instantly drawn to the concept of combining brown with cool toned greens and blues to create a chic and whimsical aesthetic. With dramatic typography and art nouveau borders this moodboard presents an elegant and inviting tone to the brand.

  • Collage of various patterns, illustrations, and text including a pink floral pattern, a dragon and rabbit drawings, a to-do list, and a crowd gathering at a venue with a pink overlay reading 'Feast of Folk & Joy'.

    Moodboard #2 - Ballet

    I lunged at the opportunity to bring in some femininity to Saddleback’s branding and was inspired by the recent coquette and ballet aesthetics that have circulated the fashion space over the years. This moodboard unites soft pinks with stitching elements for a classy yet playful visual identity.

  • Decorative sign with text 'Saddleback Women's Gathering' in white, surrounded by teal ornamental borders on a brown background.

    Look #1 - Whimsy Art Nouveau

    Inspired by the whimsical type and grandiose borders in moodboard #1, this look strives to combine elegance with eccentricity - an aesthetic that Saddleback has yet to explore.

  • Text on pink background reads 'Saddleback Women's Gatrotherapy' with a faint outline of a horse's head in the background.

    Look #2 - Vintage Coquette

    Combining classic stitching patterns with a limited berry-esque color palette creates an inviting and cozy look that uses its nostalgic charm to its advantage, keeping the vibes friendly yet fresh.

APPLICATION

Developing the Identity & Brand Application

Based on feedback from clients, there was a general preference towards look #2 due to its brighter colors and floral elements, but an appreciation for merchandise stylizing from look #1. With the target audience of women aged 25-45 years old, the stitching details in look #2 felt misplaced and the baroque borders too polished.

My solution? Find ways to combine the positives from each of the looks: incorporate the simpler borders from look #1 to replace the stitch elements in look #2 and adapt look #1’s merch to the color palette and styling of look #2.

A presentation slide showing a table of contents with sections titled Wordmark, Color, Typography, Elements, and Application on a red and black background with a leaf pattern.
Large indoor gathering or event with many people seated facing a stage with screens and a cross, possibly a church or conference.
Young woman with black and brown hair, wearing a denim jacket, speaking into a microphone and reading from a notebook. Behind her are large red and black decorative flags or banners.
Piles of white paper bags with red designs on a table, with people in the background
A group of people on stage during a presentation or event, with two women at the front speaking into microphones, and a diverse audience behind them. The stage has large colorful screens with abstract and anatomical designs, and bright stage lighting.
People gathered outdoors near palm trees, attending an event with a banner that reads 'Welcome!' and details about the schedule, including dinner and program times.
A woman with long brown hair smiling and gesturing with her hands while standing in front of a large decorative wall with pink and blue abstract lines and dots. She is wearing a striped blazer over a black top and olive green pants.