Christspiracy is a documentary from the team behind Cowspiracy, and what they call the ethical piece missing from their trilogy. At its centre is one uncomfortable question: is there a spiritual way to kill an animal? It opens onto others, like whether Jesus would eat meat, and asks people of every faith to look again at what is on their plate.
The film wasn’t heading to Netflix. Its makers wanted to build their own following first, which meant one brand had to work in two very different worlds at once: a serious documentary on one side and an NFT collection on the other, each needing its own look without losing the other.
We started in late 2021 with the film’s wordmark, modernising it rather than replacing it. We thinned the letters and trimmed the serifs and bridges for a cleaner face, set CHRISTSPIRACY in widely spaced capitals, and rebuilt the original fish symbol from sacred geometry: the ichthys, the early Christian sign, drawn from interlocking circles so it reads as both a mark of faith and a diagram waiting to be decoded. We also built the wordmark in glowing 3D gold for motion and social.
The brand runs on one system with two palettes. The film side works in warm earth tones and deep red under a soft, glowing light. The NFT side shifts to violet, teal and sand, darker and more mysterious. Redaction bars, schematics and textured backgrounds tie the two together, so every piece feels like part of the same cover-up being uncovered.
For the launch we built the world the community would step into. In 3D we created a dark stage of curtains, mist and still water, lit from above by the glowing symbol, and used it across the website hero, the Discord and Twitter banners and the server invitation art. The Nazarenes, the collection’s hand-drawn characters, gather at its edge under their own halos.
On Instagram, the posts kept the mystery going. We turned the characters into stone relief portraits set inside rings of light, designed as looping posts with a single call to action: join the revelation.
In 2023 the film moved to crowdfunding, and we came back to shape the campaign. We clarified the brand’s purpose and mission, to drastically reduce animal suffering by igniting a mass movement of compassion, and wrote a tone of voice guide for what the team called the inclusion revolution: curious, hopeful and clear, revolutionary but never aggressive, and non-judgemental to everyone.
The voice had to reach three very different people at once: an activist losing hope, a sceptic who expects to be attacked, and an open-minded majority who haven’t yet acted. From there we wrote the crowdfund narrative and key messages, the landing page, email and social copy, and the FAQs and perks, and planned a two-phase campaign: pre-launch to build a waitlist, then live to drive pledges. Behind it sat a HubSpot CRM strategy: user journeys for four audiences, from past investors to screening contacts, email nurture sequences mapped from first awareness to launch day, and email template design.
Outfly, a London brand, marketing and product agency, refined Christspiracy’s identity and designed its 3D launch world in 2021 and 2022, then wrote its tone of voice and crowdfund messaging and copy and planned its CRM strategy in 2023.
A documentary from the team behind Cowspiracy. It asks whether there is a spiritual way to kill an animal, the ethical question its makers saw as missing from their trilogy.
Be radically inclusive. The Christspiracy voice is hopeful, clear and non-judgemental, firm on animal suffering but as welcoming to critics as to supporters.
Social media, email lists, social media influencers, the Christspiracy website and the crowdfunding landing page, across a pre-launch phase to build a waitlist and a live phase to drive pledges.
