Audio Scripture Ministries updated its brand and model to draw in new partners.
ASM has a rich legacy of adapting to the times in order to bring the Bible to millions of people around the world who cannot read. Recently, the staff decided that it was time to reassess their communications strategy for the next decade of service. Black Lake went through a discovery process with key leaders and uncovered a need to fine-tune the ministry’s message in light of the changing environment of the twenty-first century. With technology constantly advancing, other organizations competing for donations, major shifts in popular culture and audience preferences, and an aging donor base, it was important for ASM to figure out how to reposition itself, expand its activities, and capture new donors.
ASM must engage with a younger audience if it is to maintain giving in the years to come. This means sharing its message on a different “frequency.”
ASM must emphasize that it fills a unique niche in the Christian missionary world.
ASM has the opportunity to pursue two different distribution models: direct distribution of players and distribution through partners.
Guided by these insights, Black Lake created a new visual design for the brand, as well as a new tagline and more relevant brand messaging. Finally, we crafted a full range of media assets, including a variety of print materials and a new website, to help ASM spread the word and increase their donor base.
“While we have always believed that ASM occupies an unique niche in the Christian ministry field, as is often the case with faith-based nonprofits, we did not pay attention to the details of how our message was being communicated. The team at Black Lake worked with us to help fine-tune our message and our communication strategies, and they crafted resources that helped us get our message across with both clarity and a visual aesthetic that has won us rave reviews. I am immensely thankful for their work, which improved how we portrayed ourselves to the world.”
—John Paul (JP) Sundararajan, India-Asia Director, Audio Scripture Ministries
- Renewed messaging
- Fresh design
- Online donations
- Enhanced user experience
- Social media and email newsletters
- Program material
- Identity collateral
Black Lake strategized with ASM’s leaders about how to release their new branding to the public. This involved a website launch coordinated with a year-end newsletter announcing the rebranding. Black Lake also worked with ASM to create the exact assets the ministry would need to recruit new donors and partners from a variety of walks of life.