5 Stones · Case Study

A discreet, pastor-friendly system that turned the church into a channel.

Covenant Eyes' audience was already in church two or three times a week, and twenty years of trying to reach them had produced no method a pastor would use. 5 Stones built the reach out of conditions a pastor could accept.

Client

Covenant Eyes

Role

Creative Director

Scope

Channel · Brand · System

Discipline

Channel Architecture

Output

Pastor-friendly kit

The closed 5 Stones kit box, white with layered blue stripes and the 5 Stones mark, lit on dark stone.

The first viable channel.

01 / The Blocked Channel

Help was available. Asking for it was the barrier.

The old model waited for the struggling person to identify themselves first.

The constraintShame, privacy, and the risk of being recognized.

Most people struggling with pornography never raise it with a pastor. And pastors, who want to help, cannot make it a standing pulpit subject, promote software, or intervene in a struggle they never hear about.

Category assumed

The church should sell the product.

Research revealed

Pastors wanted to help, not hawk accounts.

The flip

Make the church a trusted resource channel.

What we built

Five free pathways from private need to a first step.

02 / The Reframe

Give the pastor a role worth accepting.

Host the help. Don't pitch the product.

Warrior Shepherd1 Samuel 17:40.

Five Stones draws on David's five stones and casts the pastor as the Warrior Shepherd: a leader confronting a giant threatening the people in his care. The metaphor organized the resources, the language and the kit into one system.

The congregant receives genuinely useful free help, and Covenant Eyes earns permission to continue with specialist support. The kit is free to the pastor, and every resource inside it is free to the congregation.

"The system did the asking. The pastor did the handing."

03 / The Kit

A channel that arrives in a box.

Free to the church. Designed to install itself.

The 5 Stones kit open on dark stone, the interior lid printed “The Weapon System to Fight Porn in Your Church” and the tray filled with brochures and resource cards.

Fig 01The kit as it arrives, loaded.

What shipsPrint, placement and access, in one carton.

The box is the strategy made physical.

Brochures

Four congregational pathways in one gatefold.

Resource cards

One audience, one resource, one QR code.

Sticker sheets

Private access points throughout the building.

Exclusive Access card

Entry to the church resource library.

Pastor-facing materials

Leadership workbook and ministry training.

Installation guidance

Placement instructions printed inside the box.

The closed 5 Stones kit seen from the front, the 5 Stones mark at left and five dots along the front edge.

Five dots, one per audience.

The closed 5 Stones kit seen from the front, five dots along the front edge.

The lid of the closed 5 Stones kit seen from above.

The inside of the kit lid, printed “You’ve Taken a Bold Step in the Fight Against Porn”.

The kit open, the floor of the box printed with the “Installing 5 Stones” instruction panel.

Fig 02Twenty-four photographed positions and four interior states.

The side panel of the closed kit, printed with the line “1 Samuel 17:40”. — Fig 03The scripture line, set small.

The opposite side panel of the closed kit, carrying the Covenant Eyes mark. — Fig 04The Covenant Eyes side.

In Hand

The same box, photographed on a desk.

The shipped 5 Stones kit open on a studio desk, the tray packed with the gatefold brochure and the resource cards, the interior lid printed “Shepherd Your People to Spiritual Freedom”. — Fig 05The production kit.

The shipped kit closed on a desk, seen at a three-quarter angle, five dots along the front edge.

The shipped kit open and empty, blue crinkle filler in the tray and the interior lid message visible.

A close view of the printed floor of the box: an “Installing 5 Stones” panel with four illustrated instructions and a link for more resources. — Fig 06The printed instruction panel.

The kit components laid out on a desk: the open box, the gatefold brochure standing upright, and the resource cards in a row. — Fig 07Every component, laid out.

04 / The Resources

Five audiences. Five first steps.

Architecture

The strategy paired five recurring congregational needs with five relevant first steps, so a pastor never has to diagnose a stranger to hand them the right card.

The 5 Stones gatefold brochure opened flat, four panels headed Men, Women, Couples and Parents, each carrying its resource mark, a short description and a QR code.

Fig 08Four audiences on one sheet — a person finds their own panel.

Men

Strive

A 21-day detox built around why men go to porn.

Women

Arise

A 21-day video recovery series for women, by women.

Couples

Restored Vows

A step-by-step course for marriages fractured by porn.

Parents

Equipped

Guidance for parents raising children who will meet porn online.

Church leaders

The leadership resource

A free Church Leaders Planning Workbook, since evolved into The Narrow Way.

A sixth card, deliberately. Five audience pathways are free. The Victory App card is the one bridge to the paid product, and deliberately not the first ask.

The Victory App card, front and back, on dark stone: “Defeat Porn With The Victory App!” and a reverse listing accountability tools, monitoring and blocking, learning courses and community, with 30 days free. — Fig 09The Victory App card.

The production gatefold brochure photographed open on a desk, the Strive, Arise, Restored Vows and Equipped panels headed Men, Women, Couples and Parents. — Fig 10The printed piece, as delivered.

Campaign Expression / Two Audiences

One story. Two cultural doorways.

The argument stayed fixed. The character carrying it changed.

Campaign expression

The animated campaign film was made twice. The Protestant version speaks through the visual language of Protestant church life; the Catholic version centers a recognizably Catholic religious leader. Only the point of identification changes.

Protestant

Five Stones: Protestant Version

Catholic

Five Stones: Catholic Version

05 / Privacy by Design

The system goes where the decision gets made.

A man washing his hands at a church restroom sink. A 5 Stones sticker sheet is mounted on the mirror beside him, within reading distance and out of anyone else’s sightline.

Fig 11A church restroom mirror.

Placement

Taking a brochure from a lobby rack can expose the nature of the need. Stickers and QR codes put the first step where it can be taken alone.

An empty church restroom, stall doors reflected behind, a 5 Stones sticker sheet mounted on the mirror. — Fig 12The same placement, empty.

Two 5 Stones sticker sheets on dark stone, each carrying separate peel-off stickers for the men’s, women’s, couples, parents and leader resources, every one with its own QR code. — Fig 13One sheet, five separable placements.

The most private step belongs in the most private place.

Handled with care rather than novelty.

06 / The Pastor

Pastor as host, not channel.

What changes

The kit keeps help available without a weekly sermon or a product pitch. The pastor opens the door; Covenant Eyes carries the specialist support beyond it.

A wooden six-card display on a counter in a church vestibule, holding the leader, parents, men’s, couples, women’s and Victory App cards, with the entrance doors behind. — Fig 14Public enough to be found, quiet enough to be taken from.

The six-card display on a coffee table in the foreground while a men’s small group meets behind it.

The six-card display on a table in the foreground while a women’s small group meets behind it.

The 5 Stones brochure in a church literature rack, sitting alongside Global Missions, Youth Nights and Small Groups brochures. — Fig 15Filed with the ordinary business of church life.

The six-card display on a desk in a pastor’s office, books and a lamp behind it. — Fig 16The pastor's office.

07 / The Continuation

A carton is the start. The repository is the rest.

The Exclusive Access card, front and back, on dark stone: a QR code and password panel, and the reverse carrying the 5 Stones shield. — Fig 17One card, one code, one password.

The Exclusive Access card standing on a pastor’s desk beside a laptop showing the digital repository: sermon notes, presentation slides, website badges and church literature. — Fig 18What the code opens.

The support layer

Behind the access card: sermons and notes, presentation material, website badges and reorder tools.

Encounter the resource privately.

Choose the relevant free help.

Enter a permission-based support path.

Continue toward deeper help when ready.

08 / The Outcome

What the work built.

What was built

More than twenty thousand kits shipped, nationally and internationally, and the kit became the primary resource Covenant Eyes gave away at church conferences. Thousands of leads and accounts came through it without any pastor having to evangelize a product. Inside the company it became the cornerstone of the church strategy, and one of five major focus areas in the 2026 strategic plan.

Pastors described the kit as easy to install. That sentence was the entire strategic point.

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Available · 2026

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