 Water is one of the simplest and best gifts we have from God. Jesus met people at the water’s edge—calling disciples, gathering crowds to hear the Good News, and feeding thousands with just five loaves and two fish. In baptism, we are claimed by God and called to share God’s light with a world in need. Today, we are excited to announce an exciting new chapter in our ministry.
Following a unanimous vote at our Annual Meeting on February 11, 2025, Green Lake Lutheran Ministries will be renamed Water’s Edge Ministries. This new identity reflects both our roots and our future. The name captures the powerful symbolism of water—the place where Jesus called, healed, and transformed lives. So, why the change? Our current name sometimes creates confusion. Donors sometimes write checks to “GLBC” while attending events at “Shores,” and the name “Green Lake Lutheran Ministries” can feel too tied to one location, even though our reach now extends across the country through programs like Serve Boldly. In contrast, “Water’s Edge Ministries” speaks to a broader audience and highlights the spiritual and metaphorical significance of water as a source of life, renewal, and transformation. The transition to our new name will roll out intentionally, beginning in the fall of 2025 and continuing into early 2026. Our ministry continues through sites of Green Lake Bible Camp, Shores of St. Andrew Bible Camp, and Camp House (those names won’t change) —and through our diverse programs including summer camp, retreats, day camp, and service learning. These elements will continue to flow together as a unified force that nourishes souls and enriches lives. Most importantly, our mission remains steadfast: to invite all people to experience the life-changing love of Jesus in vibrant settings in community and creation. The heart of this ministry has never been in a name. It’s in the friendships, campfires, songs, worships, and memories made. It’s in the many hands working together in service. It’s the young adults who guide the experience and the moments when faith comes alive. As Water’s Edge Ministries, our heart, mission, and impact remain the same. We are deeply grateful for you—our campers, families, volunteers, and supporters—and we’re excited to walk this new path together.
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Over the past few years, we have embarked on a journey of discernment and transformation as we consider rebranding Green Lake Lutheran Ministries. This decision was not made lightly, but as we continue to expand our reach and strengthen all our ministries, we recognize the serious need to strengthen our brand to reflect the comprehensive nature of our work and mission. Under the guidance of our dedicated Board of Directors, a specialized task force was convened to spearhead this project alongside staff. Their mission was to investigate, strategize, and guide the necessary steps to redefine our visual identity, ensuring consistency and relevance in an evolving environment. After extensive collaboration with our talented designer, we are thrilled to announce the completion of our new logo.  This rebrand is a fresh, modern, and intentional representation of GLLM that reflects the organization’s values and commitment to mission as well as a nod to the history that has stood strong for decades. You’ll notice the colors aren’t all that different, but we’ve added a vibrant yellow. Yellow is often associated with joy, energy, and warmth and in our case helps to convey a sense of radiating hope for the future. Explore the elements of GLLM’s new logo and the intention below! Exploring the Elements of our New Logo
In collaboration with our designer, our new logo was intentionally created with distinct elements that convey the essence and values of our ministry.
Digging into some history:
Until the organizational merger in 1992, three sites operated separately. An example of Green Lake Lutheran Bible Camp’s logo is shown below on the left. The merger in 1992 brought these ministries under one umbrella, necessitating an organizational name and logo (right) which has stood strong for over 30 years.
As our rebrand begins to roll out in the coming weeks and months and we begin to navigate through these changes, it is important to note that while our visual look will be changing, our commitment to sharing the life-changing love of Jesus remains unwavering. We invite you to share in our excitement as we embark on this new chapter! And, as we enter the final stages of our rebranding journey, Green Lake Lutheran Ministries is gearing up for a significant transformation in which the Task Force and Board of Directors is recommending for the organization to be renamed (with site names staying the same.) This pivotal moment in our organization’s history will require an important organizational vote, which is slated to take place in the next year. Stay tuned for updates as we embark on this next phase of our rebranding journey. If you have questions on the rebranding process, please reach out to Kenzie Ruiz, Director of Marketing & Communications. |
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