CASE STUDY
Generis
Generis has over three decades of experience accelerating generosity for churches, nonprofits, and Christian schools. Their highly-skilled team of consultants, many former pastors and church leaders, comes alongside organizations to clarify goals, navigate obstacles, and create alignment so that ministry leaders can stay focused on Kingdom Impact.
The Project
Generis was experiencing growth. They already had a strong visual brand, and were very well known in certain circles. But a growing 30% of their business wasn’t reflected in their messaging leading to confusion amongst potential clients as well as alienating that team of consultants doing that work. Bringing on new consultants was messy, and they needed to create a more cohesive brand that included all of their consultants. They wanted to understand their audience, knowing their team faced several consistent types of decision makers.
The Process
Through one in-person as well as several digital brand workshops, we uncovered the struggles the team was having communicating their uniqueness. Over the course of several months, we refined their core statements, audience personas, defined their brand persona, as well as refined their color and font recommendations for any collaborators going forward.
The Results
As a result of our work together, their Marketing Director was able to confidently build a website that was more inclusive of all their consultants as well as speak to the needs of the key decision makers her team faced. Onboarding new consultants was also easier, since there was a common language.
“Partnering with Jen on this brand alignment and messaging initiative for us was incredible. She's been instrumental in not only facilitating the process but providing a really insightful third-party perspective.”
Lianne Cornell | Generis