The Shepherd’s Crook was having a problem with how their current brand image represented the work they were doing in the world of international adoption. I conducted a brand refresh to address these issues, starting with the biggest: TSC is a ministry for orphans yet nothing in their branding showed that they work with children.
I suggested two changes to address this problem. The first was a tweak to the name. "The Shepherd's Crook Ministries" became "The Shepherd's Crook Orphan Ministry." The second change was a new icon that connected the brand to the concept of children and global impact. For a more approachable tone, I chose a new blue that was brighter and friendlier.
To help cement this new emphasis on what The Shepherd's Crook does, I also helped to develop a new slogan and messaging for the ministry.