Beds & Herts Historic Churches Trust

Beds & Herts Historic Churches Trust

The rebrand included a new logo incorporating a bespoke architectural graphic which can be used with or without the logo text for various marketing mediums. To support a £3 million endowment campaign we also provided marketing materials such as a campaign brochure gift card scale of giving and a variety of invitations.

INTRODUCTION 

Since 1991, when the Trust (BHHCT) was founded, it’s mission has been to fund a broad spectrum of Christian churches, with grants that keep spires and stonemasonry, roofs and furnishings, in excellent condition. Over the last 25 years, they have made available more than £4 million, currently at the rate of about £250,000 each year, to churches throughout Bedfordshire and Hertfordshire in need of vital repair work.
 

 

CHALLENGE

Embarking on such a significant fundraising campaign marks a turning point moment for the Trust. BHHCT required a new logo and brand identity which could be easily applied across current grant forms and papers, without extensive redesign required. It was specifically required not to be 'flashy’ and reflect their purpose and being. The new brand was to be a precursor to launching a major £3 million fundraising campaign. Feedback from a feasibility study conducted in spring 2017 advised that the current brand was dated and a little ‘amateur’. It was felt that if people are to invest in the campaign, the logo in particular should be refreshed. Key words included: professional yet not corporate, traditional yet fresh and ‘clean’, trustworthy, heritage, history, community, preservation, architecture, respectful. Whilst focused on the Christian faith, the logo was not be too ‘religious’, for example, a cross. This is because the new identity needed to appeal to all, including individuals outside of the church-going community, focusing on people’s love of historic buildings and heritage and the role that churches play in the local community as arts venues, concert halls and community spaces.

SOLUTION

The new logo design incorporated a bespoke architectural graphic which can be used with or without the logo text. Branding elements included the introduction of the use of silver with the existing blue retained as a highlight colour. Stationery layouts accompanied marketing materials such as a campaign brochure gift card scale of giving and a variety of invitations to support the campaign. It was launched through a series of high profile events together with a photo competition.

OUTCOME

Following a successful launch the new branding was well received and gifts are increasing, well on the way to achieving the goal: to raise as much as £3 million in endowments by the end of 2020.

Below are further examples...