The Church City Mission is an inclusive, nonprofit organization, which works in towns and cities across Norway, among people who face challenges in life for various reasons. Our vision is that people in the city shall experience respect, justice and care.

Challenge

In recent years, Kirkens Bymisjon have experienced rapid growth and are now organised as twelve independent foundations across Norway­ – present in more than 40 cities. As is often the case, rapid expansion leads to a fragmented identity and the need to create a consistent brand. As great as that may be, the consequence of this became that their identity has grown a bit fragmented and without a consistent vision. Even though the organization had a solid position, it was time for a modernization to meet today’s standards of communication and to be more complete in every output.

Solution

Together with the client, we developed a set of personality traits. These were traits to define Kirkens Bymisjon for the future. It was clear to everyone that the new identity had to be bolderand express more of the rebellious character. The underlying qualities were to be including, caring for everyone and valuing people’s wisdom.

The elements with greatest impact from the existing identity were the name, the logo and the orange, vibrant color. So naturally, we let these elements play an important role in the new identity, but in a refreshing manner. We challenged the typography, secondary color palette and layout. The most important change we made was the increased use of the orange color – turning their communication into something that´s hard to miss.

Impact

Their new identity is now perceived as one with a more alive and vibrant personality – fitting with what the Kirkens Bymisjon is today and will be for the years to come. It demands attention, their presence is much stronger next to others and it has a bustling effect in the city streets. The identity is flexible and easy to use and has created a strong, consistent identity across all platforms.