Up and coming writers are often given a simple piece of advice: write about what you know best. I think the same could be said of starting new ministry opportunities!
I was the only pastor there among people with graduate degrees in environmental science and ecology. When it was my turn to present, I unapologetically said that we are a church and are called to care for God's creation.
Our stately, traditional church building and dated signage gave the impression that the people inside were old, boring, and stoic. Our new image is fresh, modern, welcoming, and rooted in our identity.