Case Study: North American Association for the Catechumenate

by | Feb 15, 2017 | Case Study | 0 comments


Journey to Baptismal Living/North American Association for the Catechumenate (NAAC)


A complete rebranding, including a new website, logo, name and focus.


The North American Association for the Catechumenate was formed in 1993 as a part of an internationally renewed interest in adult Christian education for new Christians preparing for baptism.

While ‘catechumenate’ precisely describes the mission of NAAC, most people have difficultly pronouncing ‘catechumenate,’ much less have a familiarity with the term. A catechumen is someone preparing for baptism, so the idea was to simply state that in the name, message and design of the new logo and website.

Worship Times Solution

A new website with a clean, updated design and UX (User Experience), incorporating the new name, logo and look.

The new website does not eliminate the familiar name of NAAC, but properly centers Journey to Baptismal Living as the main mission of NAAC. This allows the new name to be implanted in the popular conscience while retaining the connection to NAAC’s familiar name and roots.

How We Got There

The key to the kind of total rebranding that NAAC was hoping for is a smooth transition. If we completely eliminated the NAAC branding, it could be confusing instead of enlightening and engaging. NAAC and Worship Times worked together to reduce the prominence of the NAAC name in the design, yet incorporated it seamlessly into the new branding.

With their logo update, we are drawn into life-giving water and introduced to the mission of Journey to Baptismal Living. The colors and design evoke a sense of calm, water, and journey in soft and calming tones. ‘North American Association for the Catechumenate’ is incorporated into the logo without detracting from the main message.

Their color scheme continues through the site, incorporating the various shades of blue with images from their training events, conferences and participating ministries.

We also designed a map that connects those seeking more information with the different locations, settings and denominational affiliations using these baptismal preparation programs.

Next steps

Worship Times is working with NAAC to consult about a social media strategy that will continue to expand their new brand identity and re-focused message.

A new website is often just one part of updating a ministry’s communication strategy, re-branding and/or identity efforts. Worship Times has the tools and experience to accompany your ministry with projects that range from a simple logo or website updates to a full rebranding to helping ministries explore new missions and identities. If you are considering a change, big or small, we’d love to see how we can work together to meet your needs.


Submit a Comment

Your email address will not be published. Required fields are marked *