How a Simple Brand Refresh Elevated a World-Class Organization to a New Level
OneHope is a global nonprofit on a mission to provide God's eternal Word to every child on earth through print, film, and digital apps. Today, thanks to OneHope and its partners, more than 1.7 billion children in more than 112 nations have been reached with the Gospel message.
Scope of Work
- Visual Identity
- Website Design
With millions of children still waiting to experience the Gospel, nonprofit, OneHope needed to address its most urgent trademark hangups if it wanted to keep making an impact. Fortunately, it had just the right creative partner.
In the competitive modern marketplace, no one — even a ministry — is immune to the complexities of trademark laws. When we first connected with OneHope, a global nonprofit that creates and distributes Bibles and other creative media expressions of scripture to children around the globe, the organization was muddling through the confusing process of obtaining a registered trademark for their nonprofit. And it wasn’t going very well.
A popular California-based wine seller possessed original rights to the organization’s name. This complicated OneHope’s ability to establish ownership and protect itself against counterfeiters, cybersquatters, and importers of infringing product. The team needed to find a legal workaround.
Eager to come up with a solution to the trademark concern, as well as distinguish itself from other organizations with a similar ministry focus, OneHope reached out to Rethink Creative for guidance. Early conversations identified two main priorities: First, the team needed to come up with a sustainable solution to the trademark hangup by way of a brand refresh. Second, once new branding was solidified, the OneHope website urgently needed to be addressed. Fortunately, this is what we do best.
Keeping a brand new website as the final destination, Rethink Creative dove into reworking OneHope’s visual brand identity. OneHope’s old logo felt dated and inflexible, and it was detached from the organization’s mission and brand essence. There was a lot of room for improvement.
In an effort to gather as much insight from OneHope as possible, Rethink Creative sent out an in-depth branding questionnaire and hosted a live brand discovery session. The results of these discovery activities sparked the creation of three distinct logo and identity concepts. One clearly stood out: a concept that introduced new, more modern design elements to OneHope’s brand, while also staying true to the color scheme of the original design.
The favorite logo also tactfully featured the tagline, “God’s Word. Every Child.” — a non-negotiable of OneHope’s registered trademark negotiations. This line, paired with a visual nod to a turning page, helped connect the logo to the organization’s mission and create beneficial feelings of innovation, integrity, and accessibility.
Once OneHope’s new visual identity was solidified, we turned our attention to the website. The objectives were pretty straightforward: recreate the site using the new visual framework and increase engagement by building a better user experience. More specifically, the team would need to remove hangups around donors getting involved, emphasize OneHope’s partnership model, and help build emotional momentum.
Through extensive wireframing, Rethink Creative designed an energetic website that put the mission — “God’s Word. Every Child.” — front and center and brought visitors along the journey to understanding the importance of spreading God’s Word through story. Vibrant photos and videos instilled joy into the site, and visitors were provided numerous opportunities to join the organization in “sending God’s Word to millions” by donating or becoming a ministry partner.
Throughout the creation of the new OneHope website, ease of use, page flexibility, and design sustainability were top priorities. To simplify adding new content to the website, we built the site with a custom page builder editor, which allows website managers to easily replicate page styles and add new segments to existing pages.
Millions of children are still waiting to experience the Gospel. But to reach them, organization’s like OneHope need the financial support of likeminded donors. Making a plea for donations is always a delicate ask, but connecting the need to the request can help the conversation go more smoothly. In OneHope’s case, a simple slider which displayed how many children could be reached with a certain size of donation helped do just that.
In addition to the logo refresh and the creation of the website, OneHope also requested support in developing a design toolkit, including numerous templates and a custom icon set. This toolkit reflected OneHope’s new visual identity and empowered the organization to make the most of the new brand.
Pursuing a brand refresh has opened many doors for OneHope. Now free to pursue its own registered trademark without question, thanks to the thoughtful revisions made to the logo, OneHope is working even faster to spread the Gospel to every child on Earth.
The website has also been a great success. Since the website launch, bounce rates have decreased and engagement has soared; print and digital materials reflect OneHope’s new visual identity; and more supporters become a part of the OneHope family every day. We are excited to see what’s still to come!
Bounce Rate decreased by
Pages visited per session
Donate Page visits increased by