Brand Promise, Personality and Expression

Brand Promise

To support a Christ-centered and inclusive Seventh-day Adventism focused on the mission of Jesus Christ through lives of devotion, discipleship, witness, and social responsibility.


Brand Personality

The essential character of the Pacific Union Conference is summarized by the following attributes:

  • Christian
  • Compassionate
  • Community-focused
  • Inclusive
  • Authentic
  • Faithful
  • Empathic
  • Egalitarian
  • Friendly
  • Engaged
  • Active


Expressing the Brand

All visual communications produced by or on behalf of the Pacific Union Conferences should embody its underlying values both explicitly and implicitly. Establishing the right tone is crucial to influencing how people perceive the brand and fostering engagement. The following pages provide guidelines for establishing the correct tone consistently across all types of communications.