Preaching with Andy Stanley
From Course to Content Ecosystem
At first glance, Preaching with Andy Stanley looks like a course. In reality, it’s a cornerstone of a long-term digital architecture — a content and marketing ecosystem designed to preserve and extend 40 years of influence.
Andy Stanley, founder of North Point Ministries, has spent decades developing a distinctive approach to preaching and communication. As he approached a new season of leadership transition, the challenge wasn’t just to produce one successful product. It was to translate decades of intellectual property into a sustainable, scalable digital system — one that could outlive any individual voice and empower a new generation of communicators.
This project became the prototype for that system: a content engine built to drive both inbound discovery and outbound reach, turning one course into an ecosystem of legacy, learning, and lead generation.
EXECUTIVE PRODUCING | UX DESIGN | MARKETING ARCHITECTURE
The Dual Challenge
1. Creative Direction — Capturing Legacy with Freshness
Andy’s voice, tone, and teaching needed to feel accessible, current, and distinctly him. That meant distilling four decades of philosophy into a format that was structured enough for learners but still conversational, human, and funny — the qualities that make Andy’s communication style disarming and effective.
2. Marketing Strategy — Designing a Digital Architecture That Scales
Behind the creative was a broader marketing and systems challenge: how do you build an ecosystem that can sustain content distribution, data capture, and audience engagement for years to come?
This required mapping a digital funnel architecture — from top-of-funnel awareness to long-term relationship nurturing:
Outbound Reach: Paid and organic campaigns, event integration, and partnership channels that leveraged North Point’s convening power.
Inbound Discovery: SEO-optimized resources, YouTube integration, podcast cross-promotion, and lead-magnet content driving ongoing engagement.
Conversion Pathways: Cohort registration, newsletter subscriptions, and seminary partnerships feeding a CRM-driven lifecycle.
Retention & Expansion: Creating an ecosystem that could grow beyond Andy — with future voices, courses, and coaching experiences integrated into the same digital structure
Why It Worked
A Digital Ecosystem, Not Just a Product
Instead of treating the course as a one-off, the project built a scalable architecture for content, coaching, and connection — a system designed to serve both Andy’s legacy and the organization’s future.
Integrated Marketing Architecture
Storytelling, SEO, and paid media worked together as one funnel — blending inbound and outbound strategy to move audiences from discovery to long-term engagement.
Legacy with Personality
The campaign honored Andy’s voice — clear, humble, and a little funny — while creating a repeatable model that future communicators can build on.
The Creative Direction
The clarity started with the title: Preaching with Andy Stanley — direct, humble, unmistakable. Andy's brand is practical clarity. The title didn’t need to be overly poetic; it needed to be clear.
That clarity carried through every layer of execution:
Content Development: Helped translate 40+ years of philosophy into short, accessible segments that could stand alone or connect across a curriculum.
Production: Led the creative direction for filming in Andy’s real office, blending authenticity and polish through lighting, color, and styling.
Design System: Extended Andy’s existing blue-based brand palette with premium visual treatments for a flagship feel.
Digital Experience: Built preachingwithandystanley.com to fit seamlessly into Andy’s broader ecosystem while serving this specific audience with clarity and conversion in mind.
Team Leadership: Directed a cross-functional creative team spanning design, motion, editorial, and marketing — ensuring message consistency across all touchpoints.
The Marketing Architecture
This project became a blueprint for legacy-driven digital marketing — designed to both preserve content and amplify reach.
Omnichannel Campaigns: Integrated email, event promo, paid media, and organic storytelling into a single data-driven funnel.
Audience Segmentation: Targeted seminary students, ministry leaders, and communication cohorts with differentiated content paths.
SEO & Content Strategy: Repackaged decades of teaching into searchable, evergreen formats optimized for YouTube and web discovery.
Automation & Retargeting: Established a CRM backbone for nurture sequences, course follow-ups, and cross-promotion with future products.
Legacy Scalability: Designed a repeatable launch model that could extend to other voices, content types, and global audiences under the same brand framework.
Set Design + Production
Brand Identity + UX + Print Design
Brand for Social
Humor for Social:
Featuring Andy’s Son
Main Promo for Website
Achieved six-month revenue goals within two months of launch.
Established a scalable, repeatable launch framework for future courses and coaching initiatives.
Created a digital ecosystem capable of supporting ongoing audience growth, content reuse, and leadership transition.
Shifted the organization’s posture from “one product launch” to a system for digital legacy — a structure that will serve both current and future communicators for years to come.