Case Studies July 28, 2025

12Stone Church Branding Boosts Impressions by 43%

12Stone Church, a major multi-site megachurch in Georgia, wanted a website that could mirror the energy of its offline community and core mission. Upon partnering with Blacksmith Agency, we leveraged exceptional branding services to strengthen their brand identity online. This resulted in a significant 43% increase in impressions, a 17% rise in returning users, and a 21% growth in new users from direct traffic. See case study!

About 12Stone Church

BSA’s comprehensive branding services made the 12Stone Church more visually distinct and the website more engaging.

12 Stone Church, a prominent multi-site megachurch, has a strong community and a clear mission. However, like many religious organizations, their lively in-person community contrasted with their drab online presence. Recognizing the need for their digital presence to more accurately represent who they are, both to their existing congregation and potential new visitors, 12Stone Church collaborated with Blacksmith Agency. Our task was to reinforce the 12Stone Church brand, making it more memorable and reflecting that unique brand identity across the church’s digital touchpoints.

Services Delivered

To help our clients stand out and build authentic connections with their audience, we provide end-to-end branding solutions.

Brand Strategy

Before you can have a great look, you need a great story. We work with you to answer the big questions: Who are you, what makes you special, and how do you communicate it in a way that truly connects with your customers?

Creative Branding

This is where your brand comes to life visually. Our creative team will create a complete visual system. This includes everything from your logo and color palette to the style of your photos, creating a professional, cohesive, and memorable look.

UI/UX Design

We translate your new brand identity into a seamless digital experience. We ensure your brand story, message, and visuals are integrated into every part of your site. Our team also works to guarantee that users have a smooth, engaging, and intuitive experience that consistently reflects your core brand values.

An Outdated Brand Identity

The website had an outdated visual aesthetic that failed to feel modern or welcoming. The repetitive, blocky layout and generic typography created a dated impression.

A Disconnected Brand Story

The homepage was structured as a simple, functional list of links rather than a cohesive narrative. This problem made the brand feel impersonal and failed to communicate the why behind their mission, missing a major opportunity to build an emotional connection.

Poor Brand Inetgration

There was also the issue of poor brand integration and visual hierarchy. The repetitive use of dark photo overlays with small white text created a flat, low-contrast design. This made it difficult for users to distinguish one section from another, creating a confusing and visually unengaging brand experience that failed to guide the user’s eye

The Solution

A Cohesive Content Strategy

We developed a consistent brand message and then restructured the website’s content to tell an engaging brand story. This ensured that the church’s core mission and values were clearly communicated across the entire digital platform.

A Modern Brand Identity

Our team crafted a beautiful and modern visual design that adequately captures the unique identity and welcoming spirit of the 12Stone Church community. The new aesthetic was designed to be spiritually uplifting and also reflect the spirited congregation.

Optimized User Experience

We improved the user experience, making it smoother and more engaging. This required implementing new features that highlight community stories and locations to showcase the church’s impact, fostering a stronger sense of brand affinity among visitors and encouraging brand loyalty.