SCOPE OF WORK:
CLIENT MANAGEMENT / BRAND AUDIT / NAMING / TAGLINE / IDENTITY DESIGN / MESSAGING + COPYWRITING / COLLATERAL ROLLOUT / TRADE SHOW DESIGN / WEBSITE DESIGN
RENAMING + BRANDING A NATIONAL CHRISTIAN RESOURCE
David C Cook Canada (DCCC), a well known producer and distributor of Christian content to the Canadian public, book/gift stores and churches gained autonomy from it's US parent and was looking for a fresh start. The need for a new brand was amplified after DCCC purchased a main competitor, Augsburg Fortress Canada – now creating a new powerhouse in the industry, but one born out of two very distinct Christian cultures and histories. Having wrestled internally about what to call this new organization and how to launch it, DCCC engaged us to help lead them through the process on this critical initiative.
Having been described as "quick studies", we needed to get to "know" DCCC as quickly as possible which began with a brand audit that included interviewing key stakeholders in both Canada and the US (since DCCC was a main distributor of American content as well). Armed with a better understanding of existing perceptions, we worked closely with senior management to identify the challenges and synergies of this merge. Once defined, we went through “idea capture sessions” to align with the vision, mission and values. Words like “Christian”, “Canadian”, “community”, “serving”, and "one-stop shop" kept rising to the top as we worked through the common characteristics that were most important to this new brand. After creating and proposing several names, the one that “stuck” was Parasource. This combination of “Para”, meaning to come alongside and to assist, speaks to their mission to serve and “source” represents a trusted one-stop shop for all the resources needed for ministry that they provide, captured the essence of the organization.
In most cases a brand identity as consisting of three elements: the icon, the typographic for the name and the tagline. These three key parts help define the visual essence and foundation of a brand. We created a kinetic “P” icon to complement the “Parasource” typographic married with “Marketing & Distribution” to qualify the vertical space they’re in since the new name hadn't yet built any equity in the minds of the audience and key stakeholders. The new tagline, “Serving Canada’s Christian Community”, evolved out of a process that distilled the essential messages from their core competencies into one statement. Once these fundamental elements were established and the brand personality was defined, the roll out of print and web applications began.
Riordon led the process in thedevelopment of a new brand that wasboth unique and aspirational. Their team guided us through a systematic processin the creation of a new name, marketpositioning and brand rollout – resultingin an outcome that will advantage our business objectives for years to come.
– GREG TOMBS, PRESIDENT, PARASOURCE
The creative expression of the new name and brand in various applications is always the fun part, but without the strategy thinking up front, there is nothing substantive to build from. It was a pleasure to partner with this terrific group of hard-working people to help bring to life a new name and brand that captures all that they can and will be going forward. Learn more at parasource.com.