Central Church
Client: Jodi Janssen, Communications Director
Deliverables: Website Redesign, Creative Direction, UX and Navigation Strategy, Visual Design Enhancements
For many at Central Church, the first step into the community doesn’t happen inside a building — it happens online. Central needed a digital home that made that first impression clear, welcoming, and aligned with both their large, dynamic congregation and their deeply relational culture.
Our redesign focused on three key goals:
Improving site navigation for faster, easier access to information
Creating a seamless experience across desktop and mobile
Helping people quickly find their next step—whether planning a visit, joining a group, or getting involved in ministry
As Art Director, I led the creative direction and design strategy for this project. I worked closely with our team and Central’s leadership to ensure that the site’s visuals, structure, and content flow reflected the church’s mission and vision.
We refined the user experience, enhanced visual consistency across the site, and incorporated more breathing room and white space for a clean, modern feel that’s both approachable and inspiring.
This project was a true collaboration between our team at Fishhook and Central’s communications team—a partnership that brought together vision, strategy, and creative execution.
Jodi Janssen
Communications Director, Central Church
“Adam was the art director on Central Church’s website project, which launched in February 2025. Throughout the project, he took great care to understand where Central has come from and where our brand is headed. Alongside his beautiful design work, Adam led our team in thinking strategically about how our visual identity could evolve for the next season of ministry. He challenged us to think beyond our usual brand executions while still making our design team feel seen, heard, and valued for the work they were already doing.
The design reveal call was a pivotal moment in the website process. My executive pastor, who was on the call as a key decision-maker, walked away excited about the site, confident in our investment, and fully trusting of the process ahead. That smooth internal workflow is a credit to Adam’s ability to hear between the lines during the discovery phase. His strategic and creative leadership resulted in a site that is genuinely helping push our mission forward in the digital space, and more people are getting connected to our church because of it.
If Adam had a superpower, it would be translating a vast array of examples and preferences from a client team into a clear creative direction. He distilled what was truly meaningful and turned it into templates that are beautiful, practical, and adaptable across 20+ ministries, all under one cohesive brand umbrella. Adam is also just a ton of fun to work with. He built strong connections, remembered and referenced team input in thoughtful ways, and brought that relational equity to every milestone presentation.
Across all our professional interactions, I can boil my experience down to one phrase: Adam made my job easy.”
