Covenant Eyes · NRB 2024 · Nashville
Voices for Victory
An out-of-home campaign and conference experience for Covenant Eyes at the 2024 NRB convention. The booth experience began before the doors.
01 / Diagnosis
A booth has to be found before it can be visited.
Covenant Eyes went to the 2024 NRB convention in Nashville with a clear ask of the creative: build interest among attendees and get them to stop by the booth.
There was a second job underneath it. The company was moving toward a new brand, Victory, and NRB was a chance to try new imagery in public before that work arrived.
- The ask
Bring NRB attendees to the Covenant Eyes booth.
- The opening
Test a new visual direction ahead of the Victory brand, in front of the audience that mattered.
02 / Guiding policy
Start the conversation on the road.
The billboards met attendees as they entered the conference area and again as they left it. That made them the first part of the booth, not a separate media buy.
By the time a man reached the hall he already knew the pilots, the colors and the name, so the booth never had to introduce itself.
Strategic verdict
The booth experience began before the doors.
- Action 01
The boards
Fourteen designs that speak to NRB by name, in one recognizable voice.
- Action 02
Truthbomb
A T-shirt that carries the aviation language onto something you can wear.
- Action 03
The takeaway
A printed guide that tells media professionals who to talk to and how to reach them.
03 / Coherent action · The boards
A crew, not a crowd.
Fourteen designs in four layout families. Each pairs a painted pilot with a short line addressed to NRB by name, and every one ends on the same wordmark.
Seen one after another down a road, they read as one campaign with several things to say.
Aviation illustration
Pilots in goggles and leather jackets, drawn in a mid-century poster style, so the audience reads people who signed up for something bigger than themselves.
Collective language
We’ve got your six. We fly together. Every voice counts. The convention is addressed by name and spoken to as a crew.
Bands, stripes and stars
Diagonal bands, crossed stripes and rows of small stars give each layout its motion and hold the headline at a glance-length.
One name, one emblem
Heavy capitals over a wordmark that tucks a small script “for” between two heavy words, with a faint winged badge behind the type on the cream boards.
Red, cream and navy
- Signal red
#D73027 - Brick
#942011 - Oxblood
#500D03 - Navy
#001844 - Sky
#388DD0 - Paper
#EAD9BB
All fourteen designs
Grouped by the four layout families. Select any design to enlarge it; the arrow keys move through the set.
Open sky
A pilot against the sky. Headline and wordmark share the field.
Diagonal band
A pilot beside a red or blue band. Cream and navy colorways, with a faint winged emblem.
Cloud bank
An italic line over the full wordmark, and a pilot reaching up from the cockpit.
Crossed stripes
Red stripes cross behind the pilot. The headline stacks in heavy type.
04 / Coherent action · Truthbomb
Truthbomb
A vintage microphone drawn as an aerial bomb, with shark-mouth nose art and TRUTH lettered down its side, printed on olive.
It takes the campaign’s aviation language off the roadside and onto something a man at the convention could wear out of the hall.
05 / Coherent action · The takeaway
Voices for Victory, Issue 01
An eight-page printed issue for media professionals, dated the week of the convention. It opens with a call to Christians working in media, then hands a host or reporter four people at Covenant Eyes they can actually call.
Select a page to read it at full size; the arrow keys move through the issue.
The rest of the issue Pages 4 to 7: three more profiles and the closing call. Open the galleryClose the gallery
06 / Outcome
Unprecedented booth attendance.
The campaign drove unprecedented attendance to the Covenant Eyes booth that year, and the conference team was ecstatic about the response.
The imagery was an early, public try at a new direction ahead of the Victory brand. Victory itself became a separate body of work.
The Victory case study