City Mission launched the RENEW 2020 strategic vision and a renewed brand.
Black Lake began working with City Mission of Washington, PA, to help them brand, market, and launch a capital campaign for a veterans program and a recycling center. Our creative team came up with the idea to combine the two initiatives into Operation Renew Honor, an integrated solution for homeless veterans that would revolve around vocational training.
When disaster struck in the form of a fire that destroyed City Mission’s main building, Black Lake helped the mission reinvigorate its general brand, redesign its website, and prepare for both short-term and long-term renewal through a capital campaign.
Operation Renew Honor needs to be a comprehensive suite of integrated solutions for homeless veterans, not just a shelter.
City Mission’s long-term plan for renewal should be RENEW 2020, a five-year campaign to renew their programming so they can renew more lives.
Black Lake started by creating the brand and assets for an Operation Renew Honor campaign, and then tied this brand in with the RENEW 2020 brand and campaign after City Mission’s fire. At the same time, we worked to update the mission’s overall brand and incorporate their strategic vision as a central part of that brand.
Brand Development & Messaging
- Operation Renew Honor brand
- RENEW 2020 campaign brand
- New City Mission brand
- Campaign consultation
- Presentation materials
- New City Mission website
- Social media
- City Mission brochures
- Operation Renew Honor brochures
- RENEW 2020 campaign brochures
Black Lake consulted with City Mission’s leaders on how to respond to the fire and how to roll out their strategic vision and capital campaign. We also advised the staff on how to give presentations and on what print materials they would need to promote the mission and its endeavors. Using the messaging and materials we created, the mission quickly gained momentum that enabled them to break ground on a new men’s shelter, kitchen, and dining facility, with more new construction on the way. And since 2016 is City Mission’s seventy-fifth anniversary year, Black Lake has created messaging, visual branding, and event assets for the celebration.