CLIENT — UNITED WORLD MISSION Revitalizing a 75-Year-Old Missions Brand THE CHALLENGE With nearly 75 years of history and multiple sub-brands, United World Mission was at a critical growth point where the need for brand clarity was urgent for continued success. SCOPE OF WORK Brand Clarity, Creative Workshops, Competitive Analysis, Core Messaging, Creative Direction, Logo & Identity, Brand Guidelines, Web Design, Content Strategy, Print Design
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CLIENT — UNITED WORLD MISSION
Revitalizing a 75-Year-Old Missions Brand THE CHALLENGE
With nearly 75 years of history and multiple sub-brands, United World Mission was at a critical growth point where the need for brand clarity was urgent for continued success.
How do you regain clarity when your organization out-paces its brand identity?
PROJECT BRIEF
The ChallengeContinued growth as an organization and a recent merger
with Overseas Council made it evident that the vision of
United World Mission was expanding. However, with nearly
75 years of history and multiple sub-brands, UWM was at
a critical growth point where the need for brand clarity was
urgent. With growth and credibility in mind, Rethink Creative
was brought in to help refresh the UWM visual brand, clear
up brand confusion, elevate the brand “voice” and be a
guiding force for renewed vision-casting.
PAIN POINTS
Brand Confusion
Lack of Clarity
Inconsistency
Merging Ideas/Missions
Outdated Visual Identity
Outdated Website
PROJECT BRIEF
The SolutionStrategic workshops and collaboration with the core
team led to a clarity of the brand essence, which served
as a foundation for the refresh. We took this insight and
brought consistency to the UWM house of brands with
a new logo and brand style guidelines. We then built
a clean, brand-consistent and action-oriented website
experience to educate and mobilize users.
SCOPE OF WORK
Brand Clarity
Creative Workshops
Competitive Analysis
Core Messaging
Creative Direction
Logo & Identity
Brand Guidelines
Web Design
Content Strategy
Print Design
PROJECT BRIEF
The ImpactCore team members now have renewed clarity on the
mission and vision of the organization. Since website
launch, bounce rates have decreased and mobilization
traffic has increased. Print and digital materials all bear
consistent United World Mission branding, thus further
solidifying the credibility of the brand.
9%DECREASE IN WEBSITEBOUNCE RATE
18%INCREASE IN UNIQUE WEBSITE PAGEVIEWS
12,500+UNIQUE DONORS RECEIVED YEAR-END CAMPAIGN
BY THE NUMBERS
PHASE 1
PHASE 1
Brand ClaritySTRATEGY WORKSHOPS
UNDERSTANDING THE AUDIENCE
ANALYZING THE COMPETITION
KEY RECOMMENDATIONS
DEFINING THE BRAND
CORE MESSAGING
PHASE 1 – BRAND CLARITY PHASE 2 PHASE 3 PHASE 4
STRATEGY WORKSHOPS
Rethink Creative spent 2 days face-to-face with the United World Mission
leadership team uncovering the heart of the brand and clarifying its
challenges. Going beyond the gathering of just information and intelligence,
these guided, creative workshops were designed to generate strategic
insight and became the foundation of a successful brand development.
information intelligence insight
Our Approach:
PHASE 1 – BRAND CLARITY PHASE 2 PHASE 3 PHASE 4
UNDERSTANDING THE AUDIENCE
These workshops helped clarify the United World Mission audience,
but also prompted a deeper understanding of each subset’s specific
motivators and level of engagement, which further solidified an informed
creative process.
ANALYZING THE COMPETITION
UWM is operating in a crowded space where brand clarity is everything.
From an outside-in perspective, and with an understanding of the brand’s
strengths and weaknesses, Rethink Creative conducted an competitive
analysis of the UWM brand, investigating its effectiveness in the “Global
Missions” market. This report summarized key recommendations to
engage the right audience and set the UWM brand apart.
Recommendation 1 of 7: Install a global interactive map
on the homepage of your website to increase engagement and
improve the overall user experience.
ProspectiveMissionaries
Current Missionaries
Alumni
Pastors/MissionPastors
Donors
UNITED WORLD MISSION
Audience Profile
PHASE 1 – BRAND CLARITY PHASE 2 PHASE 3 PHASE 4
DEFINING THE BRAND
With an understanding of the audience and the competition in place,
we conducted additional creative workshops to help derive and
define the core attributes of the brand. These attributes completed
the sentence, “The UWM brand is ____________, yet ____________.”
This clarified brand essence was the foundation for new messaging
and design, informing how the brand lives and breathes.
BOLDTRUSTED
GROUNDEDIMAGINATIVE DARINGFOCUSED
RESPECTEDOPTIMISTIC EMPOWERINGENGAGING
UNITED WORLD MISSION
Brand Essence
PHASE 1 – BRAND CLARITY PHASE 2 PHASE 3 PHASE 4
UWM POSITIONING STATEMENT
Global Church on Mission
CORE MESSAGE
“People far from God need a church up close.”
CORE MESSAGE
“For more than 70 years, United World Mission has been uniting national believers and trusted global partners, equipping thousands of indigenous leaders, pastors, and church planters to fulfill the Great Commission.”
CORE MESSAGE
“Equipping and empowering leaders to advance the global church and fulfill the Great Commission.”
CORE MESSAGING
Informed by the Brand Essence, Rethink Creative summarized
the core messages that communicated the heartbeat of the
brand. With simplicity as our goal, this brand-language was
crafted to be clear and concise, solidifying its position in the
market and blazing a trail for future growth.
The simplicity of the Positioning Statement lays a framework
for celebrating the movement of the Global Church, while
positioning UWM as the “guide” in facilitating the work.