Shaping the future.
What happens when your organization outgrows its name and outpaces its brand identity? The Fund for Theological Education came to us with this exact challenge.
On one hand, FTE had a great reputation and brand recognition for cultivating tomorrow’s leaders, pastors and theological educators.
On the other hand, their name suggested a singular focus on financial support.
FTE—With so much positive equity in these 3 letters, we had to find a way to repurpose the acronym.
What was perceived as a source of funding is now a leadership incubator that inspires young people to make a difference in the world through Christian communities.
We designed a unique cross made of arrows coming together and moving back out to visualize the work of the organization.
We then built the identity system by zooming in to different crops of this cross, creating interesting spaces and compositions. The last step was to bring it to life across a variety of touchpoints.
The website was overhauled to reinforce the repositioning of the organization.
“Since changing our name from the ‘fund’ to the ‘forum,’ I have noticed more people are coming into conversation with us understanding our position as a forum and a leadership incubator. In addition, we have also noticed more people stay on our site longer, the content is more engaging, and our brand identity is more appealing to our target audience.”
—Kimberly Daniel-Brister, Director of Communications, FTE