RENAME + REBRAND
An international mission sending agency with more than 300 missionaries serving around the world, Serge (formerly World Harvest Mission) is built on a foundation of incarnational ministry. They work to share the gospel in tandem with acts of service, including community and business development, medical practice, and church planting. Their emphasis on authenticity recognizes the need for the gospel and God's grace in their own lives and from that place of continual renewal, they share these gifts with others.
Serge also creates materials and training that help others grow in faith and learn to live out the gospel.
The communication challenge: World Harvest Mission needed to more clearly communicate who they are and what sets them apart from other sending organizations, including their resource offerings. Their name was a barrier to doing that for everyone from potential recruits to those they hoped to serve cross-culturally. Along with a new name came the need for a new brand strategy and plan for educating internal and external audiences on the hows and whys of the rename.
Kumveka's solution: Using both qualitative and quantitative research, we built a robust strategy inspired by World Harvest Mission's incarnational focus. That served as the basis for the new name (Serge) and all elements of the brand. We also developed key tools for explaining the name and the new brand, as well as ongoing help with various communication pieces.
“Kumveka has helped us identify who we want to talk to and what type of response we are hoping for. They educate our staff and, in doing so, build our internal capabilities. They help us get the greatest outcome from the limited resources we have to invest.”
– Eileen O'Gorman, Communication Director, Serge
- Qualitative Focus Groups
- Quantitative Survey
- Leadership Alignment Workshop
- Brand Rollout Plan
- Pre-Launch Toolkit (timeline, talking points, FAQ)
- Organizational Capacity Consulting
- Brand Strategy and Architecture
- Communication Strategy, including Social Media Plan and Donor Profile
- Logo Design and Messaging (including tagline)
- Video Series (produced in partnership with Silent Images)
- Announcement Email and Postcard
- Website Redesign
- Email and Prayer Card Templates
- Lift Card Template
- Annual Report
- Year-End Donor Letter
BEFORE/AFTER: BRAND REFRESH
BEFORE/AFTER: BRAND ARCHITECTURE
“Kumveka helped us tremendously when we needed it most.”
– Dan Egeler, Former President, ACSI
STATIONERY & BRAND GUIDELINES
MEMBERSHIP RENEWAL CAMPAIGN
TEACHER PROFESSIONAL DEVELOPMENT GUIDEBOOK