Building a Voice for
the Edges of the Church

Church leaders in economically deprived communities are often working in isolation — passionate but under-resourced, committed but disconnected. Proximity was launched to change that. Working with Wonderful, they’re building a bold new online hub: a home for content, connection, and encouragement for the people doing the most challenging work in the hardest places.

A place to belong, to share, and to be seen

The vision behind Proximity is urgent. Churches in deprived areas are declining at double the national rate, while those leading mission in these communities often lack the tools, relationships and support they need.
Wonderful was engaged at a formative stage, tasked with helping shape and structure Proximity’s online presence — not just as a website, but as a living platform for change. One that amplifies unheard voices, shares wisdom from the margins, and inspires others to step closer to the edge.
Our mission: to build a digital home that would serve leaders, missionaries, volunteers and supporters alike — across denominations, backgrounds and class boundaries.

Designing with humility, purpose and proximity

From the outset, our THINK phase focused on listening. In a Discovery Workshop involving stakeholders, users and funders, we uncovered three core messages at the heart of the platform:

• Calling the wider Church into closer proximity with poverty
• Walking alongside those ministering in hard places
• Pointing to the proximity of Christ in the urban context

These values underpinned everything — from user journeys and site structure to tone of voice. We worked with diverse personas including “relocators” (mission-minded individuals often from outside the community), “remainers” (those with deep local roots), and “supporters” (partners, funders, and allies).

Key deliverables from the discovery phase included:

• A proposed sitemap centred on resource discovery and thematic storytelling
• Prioritised functionality, from donations and podcast feeds to live events and editorial content
• Strategic integration with Mailchimp and RE NXT for seamless communication and data management
• Recommendations for branding, tone, and contributor pathways

We also defined a content model that allows for:

• Curating trusted resources (“Lonely Planet” style endorsements)
• Creating new content in response to need
• Commissioning practitioners to share unheard perspectives

A prophetic voice, grounded in real stories

Proximity isn’t about shiny packaging or shallow inspiration. It’s about honest, practical support — offered with integrity and from experience. Wonderful’s role has been to shape a platform that reflects that character: thoughtful, unflashy, and deeply relational.

The result will be a site designed to host:

• Editorial articles, interviews, and videos
• Practical tools and how-to guides
• Thought leadership on justice, discipleship and urban theology
• Live event integration (webinars, conferences)
• A contributor network — giving voice to both relocators and remainers

By keeping form and function in balance, we’re helping Proximity become not just a hub for content, but a genuine home for a movement.

• A first-of-its-kind platform to support urban church leaders
• Designed around real-world needs, isolation, and burnout
• Built to curate, create, and commission content with purpose
• Backed by flexible, scalable tech integration from the start