CEC / Launchpad Rebrand

CEC rebrand

CASE STUDY

Because every child is made for a purpose.

CEC (also known as Bible in Schools) have been sharing values-based biblical messages with children in schools for over 140 years. Their volunteers deliver great content across hundreds of schools in NZ. They are passionate about young people, and want to support their development.

NZ society is always evolving, and the place for bible in schools is often challenged. Our mission is to help CEC understand their own heart and mission, and build a brand that reflects that.

Our approach needed to be agile and comprehensive. Working within a limited time frame to redevelop the brand from the ground up, including a name change…

The Challenge:

Rebrand and reposition in a changing cultural landscape while staying true to their values. Retain their loyal supporters and attract new ones. Improve their relevancy and reach to their target audience.

Outcome:

One Am Creative helped CEC focus their brand strategy and core values. Combined with a new visual identity, this reinvigorated their presence and appeal in schools all over Aotearoa.

Scope:

Brand Strategy
Name Ideation
Brand Identity design
Digital and Printed marketing assets
Website direction
Curriculum layout design

In the beginning:

CEC wanted to have a new brand ready to go at the start of the year. They’d been wrestling with possible brand directions for sometime, but needed help to get off of the ground.

Brand Strategy:

To make sure we used their time well, we started with Brand Strategy. The strategy was a vital component in bringing clarity to the purpose and vision of CEC. Our collaborative workshops helps identify their core values, and essentially, their “why”. We now understood where we wanted to go, and how to get there.

They needed a brand that:

Reflected the value they offer young people and society.
Is an effective tool to help them move into the future.
Lived up to their 'why' of demonstrating God's love for children and helping them know they're valued.
Reflected Aotearoa's unique identity and embraced the bicultural journey.

Naming:

The strategy work allowed us a deep dive into the heart fo CEC. It gave us the insight we needed to explore new naming options for the organisation. We needed a name that would be suitable for the new position and strategy, and act as an appropriate umbrella name for the organisation. It needed to appeal to children and inoffensive in different cultural contexts.
After two rounds of options and consideration, we landed on “Launchpad”
“A Launchpad provides support for a rocket to leave the pull of gravity and enter space. Young people are like rockets. Full of energy and potential, looking to the stars with dreams of what their future will be…”

Defining the Brand:

Analysing the results from our strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act.

Visual Identity:

If strategy is the map to our destination, design is the vehicle that gets us there. We built three possible identities for Launchpad, each one a different facet of the brand. This process helped to eliminate any doubts or reservations for the final direction of the visual identity. Then we simply brought it to life...