Press Kit
Brand Guidelines
Brand Overview
Corporate Tagline: Financial Strength. Generational Impact.
Logo Usage
Positive Two Color
Negative Two Color
Positive One Color
Negative One Color
Minimum Spacing
Maintain clear space around logo equal to or greater than the height of the “G” in GenFi.
Do Not
· Alter colors
· Stretch or distort logo
· Place over busy backgrounds
· Add drop shadows or effects
Color Palette
Green
HEX #0D9C4A
RGB 13, 156, 74
CMYK 85, 15, 100, 0
Black
HEX #000000
RGB 0, 0, 0
CMYK 30, 30, 30, 100
Charcoal
HEX #52575B
RGB 82, 87, 91
CMYK 5, 0, 0, 80
Ash
HEX #E2E6E8
RGB 226, 230, 232
CMYK 1, 0, 0, 10
White
HEX #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0
Imagery Guidelines
Photography Style
Real, authentic ministry moments: Nature, trees, vibes of the Pacific Northwest. Warm lighting, natural expressions.
Do Not
Stocky or overly posed images, distracting filters, or heavy edits are not to be used.
Contact Information | Brand questions, asset requests, or usage approvals.
Wendel Hayes
Senior Graphic Designer
whayes@genfi.com
800-821-1112 x136
Messaging Toolkit
Copy the following text for newsletters and websites:
Short Overview | Website/About
GenFi Ministries, formerly Church Extension Plan, provides faith-based financial services to Assemblies of God churches and ministries. Through church loans, investments, and retirement plans, we help build financial strength today while creating generational impact for tomorrow. Our mission remains rooted in stewardship and the vision of advancing the Gospel.
Newsletter | Digital/Print
We’re excited to share that our long-standing financial partner, Church Extension Plan, is now GenFi Ministries. While the name is new, their mission remains the same: to serve Assemblies of God churches with trusted financial services—including church loans, investments, and 403(b) retirement plans for ministers and staff.
With 75 years of faith-based financial stewardship, GenFi Ministries is committed to building financial strength today while creating generational impact for the future through innovative, biblically-aligned solutions. Learn more at genfi.com.
Contact Information | Include logos, provided graphics, or create your own.
Ryan Kropf
Digital Marketing Manager
rkropf@gmail.com
800-821-1112 x107
Name Change FAQ
Why did Church Extension Plan change its name to GenFi Ministries?
For over 75 years, Church Extension Plan has served as a trusted financial partner to Assemblies of God ministries. But over time, we received consistent feedback that our name often caused confusion, especially among those unfamiliar with our services. After thoughtful discussion and unanimous approval by our Board of Directors in 2023, we made the decision to adopt a new name—one that clearly communicates who we are and what we do.
GenFi Ministries stands for Generations and Financial Services—a name that reflects our mission to provide financial strength today while making a lasting, generational impact for tomorrow.
What does GenFi mean?
GenFi is short for: Gen — Generations Fi — Financial Services
We are still the same team with the same heart for ministry. This new name simply reflects our expanded vision and continued commitment to resourcing churches and individuals for long-term financial health and Kingdom impact.
What’s changed—and what hasn’t?
What’s changed: Our name and brand visuals
What hasn’t changed: Our mission, leadership, services, and dedication to the Assemblies of God community
When was the decision made to rebrand?
The idea was first raised by our Board of Directors at our Fall 2022 meeting. After prayerful consideration and further discussion, the Board unanimously voted in Summer 2023 to pursue a new name that better represented our mission, services, and values.
How did you choose the new name?
We began with a values-based naming exercise with our Board, focusing on what mattered most in representing our identity.
We then partnered with Plain Joe Studios, a trusted creative agency known for guiding faith-based organizations through rebranding. Together, we explored names that would be:
- Simple and memorable
- Timeless, not trendy
- Rooted in Christian values
- Scalable and inspiring
GenFi Ministries emerged as a name that honors our legacy while pointing clearly to our future.
Media Inquiries
If you have questions about the name change, need help using our new brand materials, or would like to connect for an interview or quote, please reach out to:
