Verizon started the now-renowned How Sweet the Sound (The Search for the Best Church Choir in America) as a test in Memphis. It was such a hit that the program enthusiastically spread across the country the following year. Momentum New York helmed the project and engaged us to help give it the unanticipated scale it needed.
We expanded the existing design system to include a textured background that would be used across all collateral–in print, online and even on stage. We also designed an icon system that served to differentiate activities throughout the concourse at each event. It was also used in the designs for our original line of merchandise and apparel–which sold out across the US. Even in the event's fourth year, our design system has gone unchanged and held strong in churches, stages and on merchandise in numerous US cities.