Ormond Center
Branding a New Approach to Building Thriving Communities
Services
Core Beliefs
Brand Strategy
Visual Identity System
Collateral Design
Communities across the country face complex, systemic issues at an unprecedented scale: homelessness, the opioid crisis, and mental health, among many others. These challenges require local institutions, neighbors, and churches to lock arms and work together to transform their communities. Ormond Center at Duke Divinity is dedicated to guiding these transformations. Our team created a foundational brand platform to help Ormond Center communicate its vision for building thriving communities.
Background
Imagination for the future
Community challenges are often rooted in deep physical and spiritual needs. Churches are an important part of the solution, but sometimes they need support to effectively partner with their neighboring institutions. Ormond Center bridges the gap between churches and their local community’s needs. Ormond’s work is based on decades of research that gives communities a shared vision along with practical guidance in implementing solutions.
We built a brand strategy that reflected the core values of Ormond and a digital strategy that helped them share their story and capture imaginations. We then built an identity system that brought those strategies to life.
Insight
A brand platform that supports relationships and communities
Ormond Center connects seemingly disparate organizations, people, networks, and ideas to create custom, community-based solutions. These networks and relationships are the core of Ormond’s model—fostering shared imagination and collaboration.
We created a brand platform that elevates Ormond’s focus on forming relationships, deep connectivity, and the power of congregations and communities working together.
Approach
Rooting the brand platform
Our team conducted desk research, led team workshops, and interviewed key stakeholders to create alignment around the history and vision for Ormond Center. This context provides a deep rootedness to the brand strategy, so as the brand is applied, it clearly and authentically signals Ormond Center’s identity to the world around.
Design
Rooting the brand platform
The visual identity system includes a suite of assets and mechanics that provide continuity across the broad scope of touchpoints. These visual brand signals help Ormond Center communicate Ormond’s identity in a way that audiences can easily recognize, understand, and appreciate.
Brand Application
Extending a visual identity system into primary touchpoints
Ormond Center’s brand application includes both digital and physical expressions—with all touchpoints reinforcing community and connectivity.
Josh Yates, Executive Director of Ormond Center at Duke Divinity School