It’s always exciting to reveal a new brand to the world. After months of mind mapping, strategizing, wordsmithery, and design, it’s immensely satisfying for the team here at Black Lake to see our clients spread their wings and fly. That’s why we’re thrilled to announce that as of Sunday, January 31, Lenawee County Mission has officially become Neighbors of Hope.
After ten years of service, why is Lenawee County Mission transitioning its brand? Well, during our discovery process with the mission, we discussed the fact that homelessness is changing. The causes of twenty-first-century poverty are complicated, and a diverse array of people are finding themselves in need of help for different reasons. Many feel trapped and hopeless, and the traditional rescue mission model isn’t doing enough to bring hope where there is none.
On top of that, LCM already wasn’t your traditional rescue mission. In addition to their men’s shelter and addiction recovery program, they run a resale store, food pantry, farm, and radio ministry, and they’re planning to start a women’s ministry soon. When we surveyed LCM’s audience and conducted focus groups, it became apparent that people didn’t even see the organization as primarily a homeless ministry. If LCM is actually a comprehensive provider of Christ-centered services aimed at alleviating the suffering of the homeless and working poor, rather than a mere shelter, its brand ought to reflect that reality. In the middle of our discovery process, we decided that refreshing the brand wasn’t enough—it needed to be completely reimagined.
Working closely with Executive Director Pastor Steven Palmer and his team, Black Lake rewrote and redesigned LCM’s brand. This meant far more than renaming the organization: the message had to be articulated verbally and visually, and it needed to be communicated to the correct audiences. To accomplish this, we built a full suite of marketing assets, including a new website, prepared NOH’s team for the big reveal, and came up with a detailed strategy to reach out to their neighbors in Lenawee County.
This strategic process also included helping the Neighbors of Hope team set ambitious, yet achievable goals for 2016. They rolled these out with the new brand on January 31, and they’ve already made significant progress. The organization’s new direction has caused so much excitement that NOH has already received several significant facility donations, which will go a long way to make achieving their 2016 goals possible.
As they go forward with their new brand, Neighbors of Hope will continue to transform lives with the hope of the Gospel and help make Lenawee County a better place to live and work for everyone in the community. By doing so, they will carry on and increase the effectiveness of the work that they’ve done over the last ten years as Lenawee County Mission. Black Lake is thrilled by NOH’s success, and we’re excited to continue working with the organization to facilitate further success and deeper engagement with their audiences.