Strategic Messaging, Visual Branding, and Web Development
It all starts with strategic messaging. ArtSpeak helped Mountaintop’s team get on the same page. We partnered with them to define their identity, audience, and strategic message.
Through the messaging process, we crafted a family persona: the Mountaintop Millers. With this, we honed in on the hopes, fears, and challenges that Mountaintop needed to address in their messaging. Their messaging also includes foundational messaging tools like their Core Story and Value Propositions.
We crafted a heptagonal logo and colors that felt like the mosaic of diversity Mountaintop is and continues to be. The logo invites the viewer into an “eclectic,” magnetic, and courageous culture that embraces the thriving mosaic of Birmingham’s diversity.
Mountaintop’s logo served as the basis of their missional strategy, which they outlined in the video below.
We also refreshed their “FOR • BHM” initiative, which encourages members to cross the racial divide and get tangibly involved in the community. Plus, we designed several custom badges as an extra touch of delight for their brand implementation.
Mountaintop’s new website is bright, colorful, inviting, and optimized for its intended audience. Though, our favorite page has to be the staff page, with personalized hover images for each staff member.
Check it out here >> Meet the Mountaintop Team!