Design | Communications

Billy Graham Evangelistic Association
Inviting thousands to hear the good news of Jesus

How do you invite people to an evangelistic event—without making any claims about Christianity?

This was the unique challenge posed to us by the Billy Graham Evangelistic Association. Since 2023, we’ve developed a series of OOH advertising campaigns to fill arenas in London, Birmingham, Glasgow and Manchester so that thousands can hear about who Jesus is—while adhering to government regulations on what can be communicated through outdoor advertising channels like bus sides, billboards and digital signs.

To navigate this tension, we developed bold and intriguing campaign identities—grounded in research about the demographics and context of each city, and built around simple and provocative messages designed to resonate with the current cultural moment.

For the London 2023 event, we launched with: Bad news is all around. Good news is closer than you think. The editorial-inspired visual approach gave the campaign cut-through and credibility in a London context—and helped see the ExCeL filled with thousands of people to hear a message of hope from Franklin Graham.

In 2024, the tour moved to Birmingham and Glasgow. This time we invited people to consider the person of Jesus, with a campaign that confronted common conceptions about who He is: Jesus Christ: A fraud? A myth? A good man? Or something more?

In 2025, the God Loves You Tour returned to London with a strikingly simple campaign that just asked people to pause and consider the question: What if there was hope? So many people came to hear the message that the arena was filled to beyond capacity.

Now, as we look ahead to Manchester 2026, we are preparing the most direct invitation yet, one that contrasts the mantra of our culture—no hope, no purpose, no love—with the truth of the gospel— know hope, know purpose, know love, know Jesus.

What we did:

  • Visual identity development
    Print and editorial design
    Digital design
    Illustration
    Campaign design
    Outdoor media

  • Brand messaging and positioning
    Tone of voice
    Copywriting
    Content creation
    Campaign creation
    Campaign copywriting

We love what we do, they love it too

  • “Having been both in Christian service and secular Leadership for four decades, it is with a joyous heart of praise and thanks that I report they listened; learned; prayerfully considered and brilliantly delivered...and all for the furtherance of the Gospel. Who could ask for more!? It is a great pleasure to thoroughly recommend them.”

    Richard Borgonon
    Founder & Author, The Word One to One

  • “We could not be more pleased with our decision to appoint SMC. They are gracious and accommodating and they consistently deliver the goods – with a straightforward, businesslike approach, good communication and no surprises. They probably now understand our brand better than we do ourselves – they have earned the right to highlight when we’re going wrong, and they have our full confidence. We view Tom and the team as trusted business partners, and we fully expect to work with them for the long-term.”

    Paul Houghton
    CEO, Kingdom Bank

  • “Tom and his team excel in every aspect, truly understanding and embracing our vision. Their proactive approach means they run alongside us, not behind. Their expertise has been invaluable in our mission to reach the least reached. Highly recommended for their exceptional support and creativity!”

    Chis Lawley
    Director, OM UK

  • “I couldn’t speak more highly of Something More. We’ve worked with many agencies and designers at Union; and no one gets us, our mission, or our theology like Tom and the team. I wouldn't trust anyone else to help us take our message out to the world!”

    Joel Morris
    Executive Director, Union

  • “Something More Creative has been all that we could have looked for: Christ-centred, creative, responsive, efficient. We are delighted to be working with them.”

    James Robson
    Executive Director, Keswick Ministries

  • “We are delighted with the branding for our new youth evangelistic course, and SMC have been a joy to work with. Their input went way beyond crafting a name and visual identity — the team played an important role in shaping the resource, and resolving some key challenges in the process. We look forward to working with SMC again soon!”

    Kay Carter
    National Director, Christianity Explored Ministries

  • “It is such a pleasure to work with Something More. We are absolutely delighted with the work they did with us. They were as their name implies creative and innovative, whilst also listening carefully to our team and numerous stakeholders. I’d recommend them very highly to anyone looking for a Christian partner to help them in this area.”

    Jeremy Marshall
    Co-Chair, A Passion for Life

  • “Something More are passionately committed to presenting Word Alive in the best possible way and they are both skilled and gifted in how best to achieve it, consistently delivering fresh ideas and innovation.”

    Nigel Beynon
    Director, Word Alive