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
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Outdated Visual Identity
Outdated Website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.
PHASE 2
PHASE 2
Brand DevelopmentCREATIVE BRIEF
LOGO REFRESH
BRANDED HOUSE APPROACH
STYLE GUIDELINES
PHASE 2 – BRAND DEVELOPMENTPHASE 1 PHASE 3 PHASE 4
CREATIVE BRIEF
We started the brand development process by clarifying
creative decision-making. Functioning as a “way-finding”
document, the Creative Brief identifies key creative
decisions and recommendations. With the same approach
of moving from information, to intelligence, to insights,
we dove deeper into the competition, analyzing it from a
creative point of view to isolate key trends.
P R E P A R E D B Y
Creative BriefPhase 1: Branding & Creative
June 15, 2018
United World Mission
PHASE 2 – BRAND DEVELOPMENTPHASE 1 PHASE 3 PHASE 4
LOGO REFRESH
The UWM logo had a lot of positive equity
associated with it. However, the UWM brand
needed to stand apart from the competitive
landscape. Our approach was to simplify,
to amplify. In other words, we wanted to
bring clarity and focus to the design, while
accentuating the strengths of the existing
concept. With the new brand essence as our
“north star,” the logo refresh centered around
the brand’s engaging spirit. We focused on
the revitalization of 6 key focus areas:
Color Story Typography Dimension The Logomark Flexibility
BEFORE AFTER
PHASE 2 – BRAND DEVELOPMENTPHASE 1 PHASE 3 PHASE 4
BRANDED HOUSE APPROACH
The logo design process took into consideration
the multiple sub-brands of United World Mission.
With the goal of eliminating brand confusion, we
sought to bring to the forefront the positive brand
equity already existent in the design, and extend
it through the entire family of brands. Our simple
design approach builds brand recognition and
lays a framework for future sub-brands.
BEFORE AFTER
PHASE 2 – BRAND DEVELOPMENTPHASE 1 PHASE 3 PHASE 4
STYLE GUIDELINES
In an effort to not only establish
clarity, but maintain it, we developed
brand style guidelines for the United
World Mission marketing and
communications team. Summarizing
the details and components of the new
visual identity system, these guidelines
have empowered the real world
application of the brand.
PHASE 3
PHASE 3
Website DesignCUSTOM DESIGN & DEVELOPMENT
CONTENT STRATEGY
INTERACTIVE MAP
DONOR ENGAGEMENT
INFORMATION DESIGN
PHASE 2PHASE 1 PHASE 3 – WEBSITE DESIGN PHASE 4
CUSTOM DESIGN & DEVELOPMENT
With a newly defined brand and visual
identity in place, a full website overhaul
was imperative to facilitate growth.
We started from square one to design
and develop a strategic website that
clarifies who United World Mission
is and attracts the right audience.
The new site establishes credibility,
showcases empathy and generates
engagement—crucial outputs of the
UWM brand essence.
PHASE 2PHASE 1 PHASE 3 – WEBSITE DESIGN PHASE 4
CONTENT STRATEGY
Before design, it was crucial to obtain a full
understanding of what the website needed to
communicate. A solid web design is useless if it
doesn’t communicate the right messages. With
years of content starting to age, we introduced
the new core messaging and guided United
World Mission through the process of crafting
compelling content with a “fresh” voice. In the
end was a clear content strategy and the start of
an informed design process.
PHASE 2PHASE 1 PHASE 3 – WEBSITE DESIGN PHASE 4
CUSTOM DESIGN & DEVELOPMENT
The new site was designed to not only build brand consistency and generate trust. More than that, a completely new content strategy
made way for engaging the right audience and calling users to action—quickly and effectively. For starters, we introduced empathy into
the design by eliminating the dated homepage slider and replacing it with a video backdrop communicating the heart of UWM.
BEFORE AFTER
PHASE 2PHASE 1 PHASE 3 – WEBSITE DESIGN PHASE 4
NAVIGATION DESIGN
The new navigation was designed to make
the user experience as frictionless as possible
through the use of single-word action verbs.
Simplifying former navigation items like “Serve
with Us” to GO and “Support the Work” to
GIVE, the tone and action points of the site
are more clear, concise and compelling.
Furthermore, the new navigation directly
aligns with the newly-defined audience profile.
GO engages potential missionaries, GIVE
engages donors, while PARTNER engages
potential church partners.
PHASE 2PHASE 1 PHASE 3 – WEBSITE DESIGN PHASE 4
INTERACTIVE MAP
Based on our insights and recommendations
from the brand clarity phase, we knew that
mobilization was going to be critical to the
success of the new website. The design
solution was the implementation of an
interactive and dynamic map. Highlighting
the regions where UWM works, as well as the
current number of opportunities within each
region, at the heart of this map is the desire to
mobilize more missionaries more efficiently.
32%DECREASE IN BOUNCE RATE ON GO/OPPORTUNITIES PAGE AFTER LAUNCH
PHASE 2PHASE 1 PHASE 3 – WEBSITE DESIGN PHASE 4
DONOR ENGAGEMENT
With 300+ missionaries actively raising funds
and 100+ projects in need of support, the
new website needed to easily engage donors
and funnel traffic to the right places, all while
communicating “why” it is important to support
the work of United World Mission. The new GIVE
page leverages simple design along with core
messaging and video storytelling to facilitate
donor engagement. Donors can easily search out
missionaries and projects, discover giving FAQ’s
and make donations securely and efficiently.
33%INCREASE IN TRAFFIC TO GIVE PAGE AFTER LAUNCH
PHASE 2PHASE 1 PHASE 3 – WEBSITE DESIGN PHASE 4
MOBILE RESPONSIVE
With over 50% of United World Mission’s
website traffic coming through phones
and tablets, we paid close attention to
how the design, content and overall user
experience played out on mobile devices.
27%INCREASE IN PAGEVIEWS PER SESSION ON MOBILE & TABLET
PHASE 2PHASE 1 PHASE 3 – WEBSITE DESIGN PHASE 4
INFORMATION DESIGN
United World Mission always struggled to communicate their mission in a visual and easy-
to-understand way. Through the web design process, it became evident that we needed
to introduce a solution. As a clickable element on the website, this infographic quickly
communicates what UWM does and how they do it. The motion of the outer ring circling
the globe represents the “Global Church on Mission.” The 3 components
of what UWM does point toward this notion and represent that they
can only be done through partnership.
CONCEPT
SKETCH
FINAL GRAPHIC
AND IMPLEMENTATION
PHASE 4
PHASE 4
Reach ExecutionPRINT COLLATERAL
YEAR-END CAMPAIGN
ANNUAL REPORT DESIGN
CREATIVE PARTNERSHIP
PHASE 2PHASE 1 PHASE 4 – REACH EXECUTIONPHASE 3
PRINT COLLATERAL
An immediate brand application need for United
World Mission was strategic print collateral, the first
being UWM’s ‘Equipping Leaders’ brochure. In
accordance with UWM’s vision to celebrate the
Global Church on Mission, this custom print
piece communicates the dire need for access
to theological education, spiritual formation
and practical training for ministry leaders
throughout the world.
PHASE 2PHASE 1 PHASE 4 – REACH EXECUTIONPHASE 3
2018 YEAR-END CAMPAIGN
Rollout of the new branding was
strategized to coincide with United
World Mission’s 2018 year-end giving
campaign. Rethink Creative led the
content development, design and print
production of the entire campaign, which
was delivered to 12,500 unique donors.
In addition to soliciting year-end gifts, this print
campaign showcased the new branding, drove traffic
to the new website and included a copy of the new
‘Equipping Leaders’ brochure.
PHASE 2PHASE 1 PHASE 4 – REACH EXECUTIONPHASE 3
ANNUAL REPORT DESIGN
As part of an ongoing creative partnership,
Rethink Creative is currently supporting the
execution of United World Mission’s 2018 Annual
Report. As UWM’s first-ever public annual report,
Rethink is helping UWM celebrate the past wins
and communicate with empathy. The flagship
creative deliverable of this report is a custom-
designed microsite.
RELEASING MAY 2019!
PHASE 2PHASE 1 PHASE 4 – REACH EXECUTIONPHASE 3
CREATIVE PARTNERSHIP
Since the rebrand and website launch, Rethink
Creative has filled a strategic support role for
United World Mission and their reach execution.
Functioning as UWM’s creative “back-office,”
Rethink Creative impacts a variety of print, web
and strategic initiatives on a monthly basis.
UNITED WORLD MISSION
Ongoing Support
SOFTWARE INTEGRATIONS ANNUAL REPORT
WEB DESIGN
VIDEO
SPEAKING ENGAGEMENTS
PRINT COLLATERAL
STRATEGIC PARTNERSHIPS
BRAND AWARENESS
EVENT SUPPORT
TESTIMONIALS
Rethink Creative has an excellent team of skilled and gifted staff. They
are highly professional, great listeners and problem solvers with a
genuine care for their clients. I have enjoyed the entire process of
rebranding and refreshing our website with their guidance and expertise.
Jennifer McInnisMOBILIZER AND BUSINESS MANAGERUNITED WORLD MISSION
Rethink Creative has been a Godsend for our organization. We engaged
with three quality marketing and branding entities but never felt 100% comfortable
about signing the dotted line. The empathy-based approach preached and practiced by
Rethink distinguished them from others. They worked closely with our leadership and
marketing team to help UWM perform a 360-degree review of the organization. This review
was the foundation that ultimately led to an effective brand refresh and development of a state-
of-the-art website that has won plaudits from all our friends and partners. I enthusiastically
recommend Rethink Creative for all your marketing and branding needs.
Denny MathewsCOO/CFOUNITED WORLD MISSION
TESTIMONIALS
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