The challenge

When a Christian charity's name becomes a barrier to helping those it serves, how do you overcome perceptions without losing your identity? Christian Solidarity Worldwide faced a critical communication problem: their name led people from other religions to believe they only worked for and with Christians, contradicting their true vision of a world free from religious persecution where everyone can practice any religion or belief of their choice.

The process

Getting under the skin

Deep exploration into CSW's global work built a comprehensive picture of the organisation and the diverse communities they served, while competitor analysis revealed market positioning opportunities.

Uncovering the magic

The name was clearly a stumbling block, but CSW didn't want to change it completely. The solution required reframing the organisation to shift focus away from the potentially limiting name while amplifying their inclusive mission.

Getting right to the heart

Created a powerful proposition "Everyone free to believe" a simple statement that captured their organisational beliefs in one emotive sentence. The decision was made to streamline communications by shortening the organisation name to simply "CSW."

Consistency delivered

A comprehensive 13-point manifesto precisely covering each area of CSW's work, formed the foundation for the creative platform. The streamlined logo allowed the proposition to take center stage, with CSW providing the brand signature rather than the full name dominating communications.

The results

The brand refresh successfully reframed CSW's positioning, allowing them to communicate more effectively with diverse religious communities while maintaining their Christian foundation. The "Everyone free to believe" proposition became a rallying cry that transcended religious boundaries, enabling better dialogue and cooperation across faiths in their fight against religious persecution.

Services

Brand audit + Marketing audit + Competitor audit + Brand positioning + Creative platform + Printed materials + Event materials + Website + Merchandise

Work completed whilst at EPLS Design