Designing the Message Before the Messenger

Digital Invitation Concepts for MJC9 – Catacumba 9, Cayey, Puerto Rico

Not every event promotion is about the guest. Sometimes, it is about the conversation.

For the visit of Brenna Blain to the young adults ministry of Ministerio de Jóvenes MJC9 at Iglesia Catacumba 9, the goal was clear from the start: this was not meant to feel like a celebrity appearance. It was meant to feel like a safe, honest, heart-to-heart conversation.

The campaign consisted of digital invitation flyers designed specifically for social media, with adaptability in mind. Each concept was created to function across multiple formats and placements while maintaining visual consistency and clarity.

Three Creative Directions

I developed three distinct visual approaches for the event announcement:

Concept 1 – The Speaker as the Central Focus (top image)
This version positioned Brenna prominently, highlighting her presence and name in a bold, high-impact composition. It emphasized recognition and authority, a common strategy when promoting a well-known guest.

Concept 2 – Balanced Spotlight
The second direction integrated her image with the book reference and event information in a more balanced structure. The goal was to communicate both the person and the theme equally.

Concept 3 – Conversation Over Personality (Selected Version)
The final concept shifted the focus intentionally. Instead of presenting Brenna as the protagonist, we visually reduced her presence to a more subtle facial framing. The typography and message “De corazón a corazón” became the dominant element.

This decision was strategic.

The objective was not to promote the guest per se, but to promote a safe and meaningful conversation around deep and sensitive topics relevant to young adults. By adjusting the composition and minimizing the full-body prominence, the visual hierarchy placed the emphasis on dialogue, community, and shared experience rather than on personality.

The selected version allowed the event to feel accessible, intimate, and aligned with the ministry’s mission.

Strategic Design Considerations

• Clear visual hierarchy for mobile-first viewing

• Strong typographic contrast for instant readability

• Adaptability to square, vertical, and horizontal formats

• Balance between emotional tone and institutional identity

• Messaging aligned with the ministry’s core values

In faith-based communication, visual decisions are never just aesthetic. They shape perception, tone, and expectation.

This project is a reminder that effective design is not about making something louder—it is about making it clearer.

If your organization or ministry is planning an event and needs strategic, adaptable visual communication that aligns message and mission, I would love to collaborate.

Let’s design with intention.