WinShape Masterbrand

Year:: 2021
Industry:: Nonprofit

(Services)

Intro

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.

A new master color wheel features 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.

Using red mono-weight linework, we unified shapes and styles for iconography across the entire Foundation.

We met with the leadership teams of the Foundation and its accompanying ministries to understand each target audience, brand personality and positioning, as well as their current visual assets, what they truly needed and how they’d be used.

Winshape Case Study Slider Foundation Asset 1

WinShape Foundation’s core system has limited internal use and is clean and orderly, serving as a launching point for its family of ministries. It has an informational graphic language, with dot grids, arrows, and lines.

Winshape Case Study Slider Camps Asset 3

With a previously designed visual system in hand, WinShape Camps served as a model identity for other ministries. Perhaps the most energetic ministry, the identity feels layered, vibrant and fun.

Winshape Case Study Slider College Asset 5

Aiming for a tone that is fun yet more mature, we created a ripple motif from the existing WinShape College logo and carried over the bold colors and dots found in the WinShape Camps system.

Winshape Case Study Slider Marriage Asset 7

WinShape Marriage’s overlapping rings motif is derived from its existing logo. Thin linework and lighter typography suggest romance, moments of connection and a sense of adventure.

Winshape Case Study Slider Teams Asset 4

Slightly more professional and interactive, WinShape Teams incorporates texture and topographic linework that captures a sense of adventure.

Winshape Case Study Slider Homes Asset 6

To convey the feeling of home and family, WinShape Homes use warm, candid photography. A roofline die-cut, inspired by the ministry’s existing logo, is used to create icons and frame photography.

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.