The Process of Revealing the True
Establishing CBF's brand identity was a process that demanded some heavy lifting. Knowing the gospel is "an aroma to some and a stench to others," CBF wanted to be very careful on how it positioned itself in the marketplace. We had to craft the teachings, design the worksheets and message the organization in a way that Christians would identify with while not detracting others who needed business teaching and fellowship regardless of their spiritual background.
How we impacted the brand using our
7-Step Creative Process
1. Listen & Learn the why
Understanding target, core values & beliefs
CBF had a vision to help train Christian business owners to be better at business as they saw the lack of them in the marketplace. They stood by 3 core values: to equip, encourage, and energize.
They would also point to Romans 11:36, "For from Him and through Him and to Him are all things.” reminding each other that it's because of God anything is even possible. Intersecting faith with business was a non-negotiable of the organization.
2. Research & Develop
knowing the market & what set them apart
Small groups of business owners were beginning to meet around the nation for the purpose of building one another up. They would share testimonies, fellowship, network, and pray.
But, organizations like CBF did not provide teaching to its participants. The caliber of training CBF provided far exceeded other business training groups. CBF was growing rapidly due to the caliber of training at the cost & quality unavailable anywhere else.
Processing the Strategy together
CBF's board had 8 of 9 members who were business owners and each of them had a vision of what they saw as CBF's visual identity. As is common, not everyone agreed on one another's vision.
Instead of designing to personal preferences, we went back to the core of what CBF was about. We focused on why the organization is doing what it is doing by examining and exploring the organizations's foundational verse.
Transformed & Updated
ILS created a branding guide for chapters to utilize to understand how to maintain the brand. Logo lockups, colors, layouts, photography, graphical elements, and how to message on social media are only some of the items described in this guide.
Emotionally Connecting with People
Upon revealing the logo mark, the board responded emotionally. They began to share their own viewpoints of what the crown meant to them and how they believed it represented the organization.
Due to their response, the mark was accepted and assigned to all aspects of the organization. Training and marketing materials such as flyers, banners, signs, videos, slides, worksheets, and products were soon made with the mark to help others identify, market, and remember CBF.
We created custom graphics for different features of the program as well as designed book covers and layouts. On top of design, we strategically helped with business issues by designing a network platform and an online learning management system (LMS) for members to gain access to teaching outside the monthly meetings.
Christian Advisory Board
Membership Access Portal
Business Video Training
Web Design & Marketing
Going to Market
As CBF continued providing their teaching, we implemented our design over time. Both current and participants felt the difference in the visual presentation and saw the organization take itself more seriously. Newcomers were astounded by how polished the presentation of the non-profit was. They valued the teaching, the commradory, and came back as members. Groups who who flew in to experience the meeting committed to launch their own chapter in their home state.