A new brand identity helps to reinvigorate Church Urban Fund's network across the country. .
Church Urban Fund is a key charity of the Church of England. After 27 years, they wanted to evolve their brand identity and messaging to reinvigorate the brand across their network.
The concern was that their existing identity was cold, institutional and confused, and that it no longer reflected their offering or core values. They needed a fundamental shift in the way they communicated, but without alienating their key audiences and partners.
Drummer worked very closely with the client, their board of Trustees and representatives from their Joint Ventures to develop a creative strategy. The process started with a facilitated brand workshop to help define and clarify their positioning, messaging, brand values and personality.
We then presented several brand concepts and following further consultation, the ‘sunburst’ route (representing God’s light shining through their work) was chosen. We also incorporated the Church of England symbol to help communicate their connection – something that was felt to be missing in the old identity.
We have developed the new brand identity across more than twenty Joint Venture sub-brands, stationery, collection boxes, folders, exhibition banners, an Impact Report and Brand Guidelines.