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RESEARCH, POSITIONING, & REFRESHED IDENTITY

Founded in 1845, the International Mission Board (IMB) has had one goal: bring the gospel to unreached people around the world. Their work is a cooperative effort of Southern Baptist churches coming together to send, give, and go.

The communication challenge: IMB leadership desired stronger partnerships with pastors and churches, engaging them to get actively involved in all aspects of missions, from giving to going. 

Kumveka's solution:  We began by measuring the perceptions of pastors about the IMB through both qualitative (interviews) and quantitative (surveys) means. Through this work, we identified the gaps in what IMB communicated and what pastors actually perceived and needed.

To address these gaps, we created a new positioning strategy that helps the IMB communicate one key message: every church has a vital role to play in taking the gospel to unreached people. The strategy also includes refreshed visuals and messaging that expresses the repositioning in a clear, compelling way. 

 
 

RESEARCH

  • Quantitative Survey

  • Qualitative Interviews

  • Positioning Testing

STRATEGY

  • Audience Persona

  • Positioning Statements

  • Brand Strategy

  • Launch Plan

CREATIVE

  • Brand Architecture

  • Tagline

  • Refreshed Visuals

  • Refreshed Messaging

  • Launch Ad series

  • Email Signatures

  • Presentation Template

  • Identity Guidelines

  • Training

We partnered with IMB on their annual Lottie Moon Christmas Offering, which laid the foundation for this work. Read the 2016 and 2017 case studies for more insight.

 

NEW POSITIONING & TAGLINE

 
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BRAND ARCHITECTURE

 
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AUDIENCE RESEARCH AND PERSONA

 

PATTERN
Reflects the many shapes and sizes of churches that support the work of IMB.

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IDENTITY GUIDELINES


AUDIENCE PORTRAITS
For the first time church members and pastors can see themselves as an integral part of the work of IMB.

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REFRESHED MESSAGING

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LAUNCH POSTER SERIES

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LAUNCH EVENT
Our work laid the foundation for the new positioning rollout at the SBC Annual Meeting. The event was executed in partnership with Resonate Group.

  photo credit: IMB

photo credit: IMB

  photo credit: IMB

photo credit: IMB

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  photo credit: IMB

photo credit: IMB

  photo credit: IMB

photo credit: IMB