MINISTRY I DO
BRIEF
When The Ministry decided to expand into weddings, hosting up to 20 ceremonies a year, they needed a brand identity that felt premium, distinctive, and true to the Ministry DNA. The challenge was to merge the sophistication of The Ministry members club with the bold, playful, and daring spirit of Ministry of Sound, creating an offering that felt completely unlike a traditional wedding venue.
APPROACH & CREATIVE DIRECTION
I set out to build a brand that broke away from the clichés of the wedding industry. My aim was to create something surreal, full of attitude, and bold - luxury with a twist. By combining Ministry’s premium members club aesthetic with the fearless, playful edge of Ministry of Sound, the creative direction became a reflection of what a wedding at The Ministry should feel like - elevated, stylish, and never predictable.
EXECUTION & OUTCOME
From there, I shaped the creative across every touchpoint, from website and brochures to social templates and sales collateral, ensuring the brand spoke with confidence and personality. The centrepiece was the wedding shoot, which I art directed from concept through to execution. Drawing on surrealism, kitsch and diva attitude, we worked closely with photographers, stylists, and producers to create visuals that captured the unconventional spirit we wanted to project. The result was a brand world that felt both premium and disruptive, positioning The Ministry as the wedding venue for couples who wanted something extraordinary and untraditional, while staying true to the Ministry’s legacy of bold creativity.
Creative Direction: Sabrina Brouwers
Production: Gabreille Cook
Director of Photography: Nona Dutch
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