American Baptist Extension Corp.

financial services

The Financial Organization with a Mission

ABEC, headquartered near Philadelphia, provides building planning services and loans to American Baptist churches — the largest Protestant denomination in the country — helping them expand, renovate, and become accessible and energy-efficient.

Based on a dovetail joint — the strongest bond in construction — the brandmark suggests praying hands and a church spire as well as the letter ‘A.

Branding by Ellen Shapiro for American Baptist Extension Corporation includes logo palette for various uses

Logo palette keeps brand identity consistent over a range of print and web applications.
ABEC’s website is designed in a custom WordPress template that can be easily updated with new information such as current loan rates and new investment products.
For more than 20 years, Visual Language LLC has been producing annual reports that tell the stories of churches that have been built and renovated to better serve their communities and the stories of investors who’ve enjoyed consistent returns.
The 2019 annual report responds to the difficulties experienced by churches and congregations during the pandemic.
The 2020 report focuses on the resilience of churches that pivoted during the pandemic to provide services and solace to congregants.
044_Fin_ABEC 50_Designed by Ellen Shapiro
For ABEC’s 50th Anniversary, we designed a commemorative booklet tracing 50 years of history in words and image tied together by a series of digital woodcut-style illustrations by John Etheridge.
Cover ot the ABEC 50th Anniversary booklet. Quality materials and techniques transform a brochure into a keepsake
The illustrations were also featured in ads, the annual report and banners at the American Baptist Churches Biennial
ABEC reaches out to develop new customer relationships via direct mail. This four-page oversize-postcard features nine projects that came to fruition thanks to ABEC Loans.