Urban Saints is the new name for the 100 year old youth organization the Crusaders. Experiencing problems with the modern day connotations of the word ‘Crusader’, this organization needed a new name and a total rebrand.
ASHA created the new name, as well as a new corporate identity and coat of arms that delivers to their traditional values but in a very modern way. The coat of arms was created to host symbols representing the values of the organization, and enabling story-telling about the roots and future of the charity.
A new photographic style was developed, and the brand taken through all the collateral including website, stationery and brochures.
Along side that a ‘miracle’ launch idea was developed, with young people across the country secretly planting bulbs in the autumn so that ‘Miracle Crosses’ appeared in the spring.
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What we did:
Brand Strategy
Brand Architecture
Naming
Brand Identity
Photography
Illustration |
