JUBILEE CONVENTION

As media team, we were tasked with taking care of the visual identity of convention. This year’s Syro-Malabar convention had a price issue, we pushed messaging to communicate value, address controversy with a personal touch, and built a relationship with community support through individual creators and local organizations.

To ensure our community truly heard us, we grounded our work in authentic creative context — because any distortion in our reasoning makes our brand feel unrelatable. We took the time to understand, explore, and create with purpose, celebrating Syro-Malabar culture along the way.

Core values

Faith, Community, Heritage, Renewal, Future

Mission

The Jubilee Convention is a celebration of faith, unity & renewal for our eparchy.

Design Personality

Maximalism, jewel tones, floral

Mood Board & Color Study

We were inspired by the Syro-Malabar heritage through the architecture, clothing and decor.

We evoked nostalgia.

We live in a time where the past is not only missed, but romanticized. We emphasized a branding technique called Newtro, combining "new" and "retro". We updated the color palette, collaborated with a film photographer and found old footage to use in the the promo video.

We established ourselves as a place for information. Often answering FAQs, all DMs, and any logistics. Typically Syro-Malabar instagrams offer more information than the website itself (not ideal, but a standard).

It’s expected that this event will be exactly what we advertise. We aimed that each participant knows what to expect when they come to convention and leave satisfied with the explanation.

In order to convince our community this expensive event was worth it, we communicated

Value

Positive Association

Rarity

How did we establish value?

We explained the value of the ticket through multiple posts and formats on the page. We even positioned the content by using comments of what others have said to make the audience feel heard.

We collaborated with other well known accounts throughout the community to make support known.

We also facilitated a regional based competition across the country where churches could compete for 100 dollars for their youth fund if they won popular vote for a reel about convention and tag us. This increased our account views but 100K every week and got local areas talking about whether they were attending.