Sweet Aroma

From local church ministry to national nonprofit

Overview

Client

Sweet Aroma

Engagement

Brand Identity

Sweet Aroma had grown beyond what anyone originally imagined. That growth surfaced questions they weren’t sure how to name. As they began scaling beyond a single local church ministry, they sought clearer ways to communicate their vision and value to pastors across different contexts. We worked closely together to develop a messaging strategy and brand identity that articulated how Sweet Aroma supports and equips churches in meaningful, practical ways.

Since the launch, pastors have been “getting it” faster, interest from churches has increased, and the team has stepped into conversations with greater clarity and confidence, driving growing adoption and stronger event attendance.

Challenge

Sweet Aroma outgrew its original vision

It began as a local church ministry to find sexually exploited women and connect them to counseling, housing, and addiction services. As it grew, neighboring churches took interest, but the team struggled to communicate how their ministry would integrate with other churches and benefit the congregation.

What we did

Making a hard truth approachable

We worked with leadership and key members to clarify their mission and vision. Through facilitated exercises, an uncomfortable truth surfaced: volunteers brought their own sexual wounds and fears. They were scared to step into messy places because of what it would conjure up inside.

Sweet Aroma was ministering to women actively being sexually exploited and the women in the church. We built a messaging framework and visual identity that honored both dimensions of their work.

Brand Mark

The Sweet Aroma icon is built from three elements resolved into one stained-glass arch: the brand's "S" and "A" interlocked as a monogram, joined by a fountain motif representing the freedom found in Christ.

Art Direction

The photo direction focused on women experiencing joy in community, paired with classic church architecture to carry the stained-glass theme through.

We felt truly heard, and it showed in the decisions we made together. Everything we landed on felt right for us.

Connie Kleiman, Chief Catalyzer

The Result

Driving quicker adoption

Since the launch, Sweet Aroma has seen tangible shifts. Pastors understand the mission faster and respond with greater interest. Volunteers feel aligned with the work, creating a stronger sense of shared purpose.

Conversations that once felt difficult have become easier and more confident. The team now has a clarity that drives growing church adoption and stronger event attendance.