Changing the way a brand works before changing how it looks.
With a steady decline in the number of families with Lutheran backgrounds the Lutheran Laypeople’s League brand was suffering from a lack of awareness and relevance especially in Lutheran schools. Nicknack recommended a number of strategic and design changes to make the brand more engaging, relevant and noticeable to its audiences. Foremost among these changes was shortening the name to its acronym (LLL), which formed the basis of the new corporate identity. A new, audience-specific approach to messaging was developed that enaged them using different colours, typography styles and messaging. A new suite of collateral material was developed while the website was redesigned to reflect the refreshed corporate identity.