When the charity, formerly known as The Crusaders approached us they were celebrating their centenary. Passionate about instilling a sense of hope and purpose into the lives of young people the organisation wanted to better reflect their mission and move away from the negative connotations of the word ‘Crusader’.
Recognising the strength of passion within the organisation we looked at developing a strategy that would allow the brand to stand alone but also enable individuals and groups to identify themselves as part of a movement. Our Critical Thinking led to us creating a mark that not only reflected the heritage, mission and values of the organisation, but also worked as an ideal branding tool for engaging with audiences.
Following the rebrand – merchandising sales went up by 800%, with purchases being made by kids who were not in any way connected to the organisation.
Urban Saints now reach over 45,000 children and young people each week through over 1,200 groups, in contrast to the 20,000 reached in the year of their centenary in 2006.