When the 100 year old youth organisation formerly known as the Crusaders approached ASHA they were experiencing problems with the modern day connotations of the word ‘Crusader’.
This organisation wanted a brand that matched their mission to connect with young people in a variety of ways, including weekly youth groups, special events, holidays, community projects and training programmes.
After looking extensively at the work done by the Crusaders, ASHA came up with the name ‘Urban Saints’ which reflected the compassion and passion of the organisation. ASHA then created a corporate identity that delivers the organisation’s traditional values in a very modern way. The website, stationery, brochures and merchandising were designed and developed as part of the new identity roll-out.
ASHA’s ‘miracle’ launch idea involved young people across the country secretly planting bulbs in the autumn so that ‘Miracle Crosses’ appeared in the spring.
Merchandising sales went up by 800% following the re-brand, with purchases being made by kids who were not in any way connected to the organisation. The re-brand together with a strategic review has led to a growth in the number of groups – in contrast to the previous decline.