A field guide for everything we publish on Instagram. Read it once, keep it on your desktop, and let the system do the heavy lifting.
Our feed should feel like the inside of a well-made book — considered, restrained, masculine without being cold. Every post earns its place. White space is a feature. Text is sparse. The photo, the verse, or the sentence carries the weight.
Orange is the voice of the brand — bold, generous, and used as the single accent on most posts. Ink (#373a36) replaces pure black for warmth. One color dominates per post; never compete two accents at once.
Used for verses, sermon titles, pull-quotes. Always 500 weight with optical-size active. Italic for scripture. Never tracked tight.
Used for announcements, eyebrows, dates, navigation. Set in uppercase with generous letter-spacing for kickers (0.24em+). Never the body of a sermon quote.
The Instagram grid reads three-across. Plan in rows of three: alternate between photo · type · photo and type · photo · type. Never let two type-only posts sit side by side. Never let three photos of the same scene sit in a row.
Captions read like they were written by one person, not a committee. Short sentences. No emoji. Scripture cited at the end on its own line.
Avoid: exclamation marks, "guys," "amazing," all-caps shouting, CTAs that beg. Prefer plain English over churchy clichés.