Background

In the Fall of 2002, members from various congregations from across the GTA helped staff a table at the City Parent Show at the Metro Convention Centre.  In preparing for the show, it became apparent that, collectively, we were poorly-equipped to create a professional-looking eye-catching booth, and to provide consistent quality printed materials to people who would stop by our booth.

On September 20, 2003, representatives from the Toronto area congregations met for a workshop to discuss the ways in which we communicate who we are and what we have to offer to potential Unitarians*Universalists.  The workshop identified the need for increased focus in our growth activities, with an underlying need to clarify our image ("brand") and to develop selected high-quality promotional material.

Over the following months, we developed a detailed proposal for the project - dubbed "Close Encounters", since it conveyed our understanding that meaningful communication for potential members is best achieved through a "close encounter" with an existing member (suitable equipped for the encounter!).  The proposal was presented at a UCGT meeting on March 25, 2004, where we agreed that we would undertake 3 key action items:

1. Create a clear and distinct visual identity for U*Uism to enhance communication and attract potential newcomers more effectively;

2. Develop key informational & promotional materials to support growth activities both within and across the GTA congregations; and

3. Identify high profile cross-congregational initiatives ("Big Ideas") designed to significantly enhance and promote the presence of our congregation and our denomination in our community to promote growth, and engage the membership across the GTA in meaningful and rewarding outreach activity.

This action plan was endorsed at the UCGT Annual Conference & Meeting on May 8, 2004.

The Close Encounters Team was keen to ensure that its work could potentially be utilized by congregations outside of the GTA, by making sure that the end results we not specific to any one geographic region and were focused more on our underlying values.  This was achieved by taking our inspiration from members from across the country who expressed their shared values and aspirations in congregational workshops held as part of the CUC's Statement of Principles project, and by our participating in the CUC's Branding Workshop held in April, 2004.

Over the next 12 months, a team of U*Us from across the GTA worked with professional designers to develop a "visual identity system" - the "overall message" we want to convey to potential members, and then to apply this to some key informational and promotional items.

The results of the project were unveiled at the UCGT Annual Conference & Meeting on April 30, 2005.

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