Masons of
California
Art Direction, Composition/layout
Photo manipulation, Web & Social Media Design
Credits
Agency:
Idea Hall, Costa Mesa, Ca
Some might wonder why I included the Freemasons of Orange County, CA in my portfolio. For me, it was about taking on a challenge. The Freemasons are often misunderstood and seen as secretive or suspicious, so the real goal was helping shift that perception.
The Orange County chapters wanted to attract new members and better reflect the diverse communities around them. My copywriter and I first explored a “Perception vs. Reality” concept, using mysterious imagery contrasted with the truth. But we realized that approach still reinforced the myths, so we changed direction. Instead, I focused on the organization’s core symbol, the Square and Compass(and G).
While researching its history, I learned that early stonemasons often left personal marks on the buildings they constructed when they were not credited. It was their quiet signature, a way to take pride in their work. That idea resonated with me as a creative. The concept evolved around craftsmanship, legacy, and leaving your mark, presenting the Freemasons not as a secret society, but as a community built on pride in one’s work and lasting contribution(at least that was what my non-initiated brain believed). Visually, we highlighted the Square and Compass(permitted to omit the “G” for graphic purposes) in a clean, modern way and focused on the idea of “leaving your mark” instead of hiding in the shadows.
“Get behind the Mark” is the slogan we came up for the Freemasons of CA because it carries a dual meaning that is both inviting and symbolic. “Get behind” suggests support, pride, and standing together as a community, while “the mark” connects to the Freemasons’ identity, values, and traditions. Together, the phrase encourages both members and the public to stand in support of the organization, celebrate its impact, and engage more deeply with its purpose. Future social media campaigns later evolved the tagline from “Get Behind the Mark” to “Discover Freemasonry” to create a more open invitation for people to learn about the organization.
