Brand refresh for CSW a leading global charity fighting religious persecution worldwide.
HUMAN RIGHTS SECTORWhen 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.
01. Immersion - 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.
02. Insight - 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.
03. Proposition - The guiding light
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."
04. Platform - Brand Clarity 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.
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 strategy & system
creative direction
global campaign strategy
visual identity guidelines
Digital experience & campaigns
digital campaign assets
social media graphics
Work completed whilst at EPLS Design
"Chris is a unique combination of brand strategist, gifted creative and talented communicator - all the while understanding and getting to the heart of clients' needs."
Emma Howlett, Head of Communications, CSW
