CHALLENGE: In 2011, World Vision's leadership formally organized a Church Engagement division to strategically connect with U.S. churches, seeking their aligned support for addressing escalating global humanitarian crises. This initiative required World Vision to develop not only a comprehensive marketing strategy for broad church outreach but also to craft brand messaging and imagery specifically targeting pastoral and church leadership—communicating in ways that authentically reflected their Christian heritage and values.
• Campaign Launch
• Copywriting
• Brand Integration
• Brand Harmonization
• Brand-Centric Design
• Environmental Display Design
• Global Issue Data Sheet Design
• PowerPoint Design
• Social Asset Design
• Website Design
“A church that's lost its voice for justice is a church that's lost its relevance in the world.”
― Richard Stearns,
The Hole in Our Gospel
“Kindness has converted more sinners than zeal, eloquence, or learning.”
― Frederick W. Faber
SOLUTION: In response to a strategic decision, World Vision's executive team created a specialized church engagement department. Our team was subsequently commissioned to develop a comprehensive branding strategy for 'World Vision Churches,' encompassing website messaging, design elements, and print and social media assets.
Building upon World Vision's established brand mark, we crafted a distinctive, unified identity system specifically for this initiative—an approach without precedent in the organization.
We initiated the process by designing a 'content enclosure' that drew inspiration from the curved shape of the organization's iconic orange symbol, as illustrated in the examples. This system integrated seamlessly across web platforms while providing consistent reinforcement throughout all print materials, including brochures, fact sheets, and promotional advertisements.
To distinguish the brand's visual library from conventional 'third world photography,' we implemented a grayscale treatment for background elements while preserving full color for primary subjects. This nuanced technique directed viewers' attention toward the human subjects, strengthening emotional resonance.
Subsequently, we refined messaging to emphasize pastoral mission, encouraging ministry leaders to articulate their own 'world vision' and engage through collaborative partnership. Rather than positioning World Vision as the dominant entity, we elevated the church's significance, inspiring pastoral teams to embrace the vision and guide their congregations toward meaningful, collective action. Our strategy positioned World Vision as a facilitator and enabler for churches pursuing both humanitarian aid and gospel-centered missions.
The initiative culminated in a multifaceted marketing campaign featuring a website launch, coordinated social media outreach, and comprehensive print collateral. This approach successfully heightened engagement across U.S. churches, catalyzing sustained action that continues to yield impact today.
NEXT STEPS If you're an organizational leader seeking to expand your reach and enhance communication effectiveness, we invite you to collaborate with us on your next initiative. Whether you require core brand strategy, web development, email design, video production, photography, social media implementation, or print materials, we're prepared to help you develop a branding strategy that resonates more effectively with your target audience.
