Everyone. Free to believe.
CSW
Previously known as Christian Solidarity Worldwide but their name was a misnomer. The general perception was that Christian Solidarity Worldwide only advocated for people of a Christian faith, whilst in reality they supported those of all faiths or no faith at all.
Christian Solidarity Worldwide are striving for a world free of religious persecution and this was the driving force in the development of the new brand.
Through brand workshops and interviews with stakeholders, the general consensus was that the name was a stumbling block. When speaking to potential partners and donors, in Government, within the UN or on the ground, the door was closed on conversations before they were able to explain what they did.
It was agreed that the reputation of Christian Solidarity Worldwide throughout the sector was incredibly well respected. So with this in mind our brief was not to change the name.
Our solution was to abbreviate the name to CSW and develop a statement / strap-line that led on from the acronym and started a conversation: Everyone. Free to believe.
Reinforcing this direction is a 13 point manifesto, which is the heartbeat of CSW: it’s what they stand for, what they believe and the foundations of what they do. It’s a rallying call to everyone to stand with them against injustice.
Making a difference
The new brand brings CSW up to date and enables them to appeal to a much wider audience. It clearly identifies who they are and gives them the tools to take the brand across multiple channels. Early feedback from audiences has been that the brand has been extremely well received and has enabled more open dialogue.
It’s a strap line, it’s a statement, it’s a campaign, it’s a calling.
