Bethany Brand Development

Brand Strategy, Brand Writing, Creative Direction, Design, Digital Strategy, Film Concepts, Film Productions, Interior Design, Photography, Script Writing

Opportunity

For 75 years and counting, Bethany has been a consistent beacon of hope for kids and families around the world. Their brand, however, was anything but consistent. As a global non-profit, Bethany has 30-plus branches in over a dozen countries, and each one was telling a different story. Their development team enlisted Baas to attract and engage donors through a unified brand everybody could get behind.

Approach

We interviewed executives, managers, caseworkers, external audiences, competitors and more to identify the varying narratives that existed. Although there were plenty of unique differences, we uncovered a shared mission running throughout: Bethany workers run toward difficult situations in kids’ lives in order to offer compassion, expertise and connection.

We clarified Bethany’s vision and simplified it into a unified brand narrative that reflects who they are, where they’ve been and where they’re going.

Result

For the first time ever, Bethany has a global brand centered around one strategy and one story—giving staff, volunteers and donors a common cause to rally around.