Guiding a Growing Family
WinShape Foundation is a group of five ministries that are growing both inside and out. We were honored to take on the complex challenge of connecting the Foundation and its ministries with visually-compelling, strategically-sound identity systems that felt distinct and united.
Each of WinShape’s ministries — Camps, Teams, College Program, Marriage and Homes — has its own mission and audience. As a result, the brands had drifted apart visually. Our job was to make this family look and feel more tight-knit, with a master brand strategy that ties it all together.
We worked with leadership teams across the organization to establish each brand's audience, personality, and positioning. From there we created a master identity system with fixed (must-haves) and flexible (could-haves) to equip each ministry with a robust kit of parts.
We created an updated umbrella set of typefaces that could be used in different weights and in varying combinations to create type suites that feel both unique and uniform for each ministry.

Using red mono-weight linework, we unified shapes and styles for iconography across the entire Foundation.
We created a master color wheel, with white and red at the center. WinShape Foundation leads with red, white and gray with only small pops of color, and each ministry owns a segment of the wheel.
The WinShape family of brands is now clear and defined, allowing their teams to do what they do best: create meaningful experiences to make a real difference in people’s lives.