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Brand Positioning

Daring to Change

With Jesuit Volunteer Corps

Background

01 / Background

For over 50 years, the Jesuit Volunteer Corps (JVC)  has been a pioneer in the service landscape, engaging young people to serve in communities with the greatest need and fostering their growth as leaders. Amid an increasingly competitive service landscape, JVC tapped GMMB to reposition the organization, clarify its unique characteristics, and increase its resonance with key audiences.

Years
2014 - 2015
Services
Brand Strategy
Website
jesuitvolunteers.org
Strategy

02 / Strategy

Millennials comprise the next generation of exceptional volunteers that will fulfill JVC’s mission, and the organization knew it needed a distinct identity that would raise its profile among and better connect with both Catholics and non-Catholics in this group. After reviewing existing research and previous interviews with key stakeholders, as well as conducting a brand summit, GMMB identified a unique attribute that defined the JVC experience: service that requires courage. Using this insight as the foundation for our strategy, we guided JVC through a comprehensive branding process to create a refreshed national identity for the organization that would better convey its story.

Work

03 / Work

GMMB created a new brand story that zeroed in on the transformational power of “faith in action” for both Jesuit Volunteers and the communities they serve. We also created a new tag line—“Dare to Change”— that brought the brand concept of courage to life, while reflecting the lasting impact that JVC has on those who experience it. In addition, we developed a message architecture that empowered JVC to communicate with a clear, consistent, and unified voice. To reinforce the connection between the brand positioning and the visual identity, and to increase resonance with millennials, we also developed a more powerful, gritty logo, and color palette.

Results

04 / Results

JVC launched the new brand in August 2015 with a refreshed website and incorporated the new visual identity into core communications and collateral, such as social media skins, email signatures, and volunteer t-shirts. Pope Francis’ September 2015 visit to the U.S. also offered an opportunity for JVC to tell its reinvigorated story in media interviews with Fox News Channel, Huffington Post Live, and The Washington Post. Drawing upon the strong brand strategy and message architecture as a foundation, GMMB developed tailored talking points and conducted a customized media training with JVC spokespeople in advance of the interviews to help the organization illustrate how its volunteers live out the Jesuit values that Pope Francis, the first-ever Jesuit pope, embraces and embodies.