It's not about ME. And it's not about YOU. It's about THEM: Your customers, clients, patrons, members, donors... The people you serve. The people who keep your mission alive. The people you love.
This is what we mean by small i. It's not just a name. It's a philosophy. An ethos. A commitment.
Our little why is to serve you as you serve others, using our gifting and experience in brand design and strategy. Our big why is to serve our Savior, Jesus Christ, as John the Baptist did in preparing the way for Him:
"He must become greater; I must become less." John 3:30
Here, John is letting his followers know the time had come. The Messiah had arrived. John had followed his calling in preparing the way, but now his followers must turn to Jesus and follow Him.
This message of small i was solidified for me one Sunday evening in Austin, Texas, during a worship service. The song lyrics on the screen were all lowercase except for the names of God.
That 'small i' jumped off the screen. My heart whispered: "Yes, that's right. That's how it should be." Simply put: i am small, He is big. Or, "He must become greater; I must become less."
The message of small i is about humility. It is about remembering that we are here to serve God and one another. That's what I love about this message. It keeps us in check and reminds us that we don't have to be everything to everybody. When we remember that we are here to serve, we can serve with a humble heart.
We welcome you to adopt this philosophy as well. It's incredibly freeing. And if we can serve you by designing a stunning brand kit that suits your business or nonprofit, start here. Thank you for stopping by!
sydney berry ling, founder & lead brand strategist at small i creative