Neighbors of Hope reimagined its mission and launched a new brand.
After ten years of service, why would Lenawee County Mission decide to transition its brand? Well, during Black Lake’s discovery process with the mission, we discussed the fact that homelessness is changing. The causes of twenty-first-century poverty are complicated, and the traditional rescue mission model isn’t doing enough to bring hope where there is none.
LCM already wasn’t your traditional rescue mission. In addition to their men’s shelter and addiction recovery program, they run a resale store, food pantry, farm, and radio ministry, and they’re planning to start a women’s ministry soon. When we surveyed LCM’s audience and conducted focus groups, it became apparent that people didn’t even see the organization as primarily a homeless ministry. If LCM is actually a comprehensive provider of Christ-centered services aimed at alleviating the suffering of the homeless and working poor, rather than a mere shelter, its brand ought to reflect that reality.
Homelessness is changing, and the traditional rescue mission model isn’t doing enough to bring hope where there is none.
Lenawee County Mission is more than a traditional rescue mission, providing a wide variety of different services.
LCM’s audience didn’t even see the organization as primarily a homeless ministry, but as a comprehensive service provider.
Refreshing the brand wasn’t enough—the Lenawee County Mission brand needed to be completely reimagined.
Working closely with Executive Director Pastor Steven Palmer and his team, Black Lake rewrote and redesigned LCM’s brand. This meant far more than renaming the organization: the message had to be articulated verbally and visually, and it needed to be communicated to the correct audiences. To accomplish this, we built a full suite of marketing assets, including a new website, prepared NOH’s team for the big reveal, and came up with a detailed strategy to reach out to their neighbors in Lenawee County.
- New messaging
- Logo and color palette
- Brand strategy
- New website
- Social media
- Print materials
- Presentation slides
The strategic process also included helping the Neighbors of Hope team set ambitious, yet achievable goals for 2016. They rolled these out with the new brand at an event we helped them prepare for, and since then they’ve made significant progress. As Neighbors of Hope goes forward with their new brand, they will continue to transform lives with the hope of the Gospel and help make Lenawee County a better place to live and work for everyone in the community. Black Lake is thrilled by NOH’s success, and we’re excited to continue working with the organization to facilitate further success and even deeper engagement with their audiences.