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LINE
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IMAGE
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TEXTURE
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LAYOUT
CADENCE
TELL THE STORY
K U M V E K A S T O R Y B O O Kv o l u m e t w o
our vision
C L E A R A N D C O M P E L L I N G
C O M M U N I C A T I O N
F O R E V E R Y C H R I S T - F O C U S E D
M I N I S T R Y
our mission
T O C O N N E C T T H E G O D - G I V E N
G I F T S O F C O M M U N I C A T I O N
P R O F E S S I O N A L S W I T H T H E
G O D - I N S P I R E D P A S S I O N S O F
C H R I S T I A N M I N I S T R I E S
Clear and compelling communication for every Christ focused ministry.
That’s the vision God called us to five years ago. It’s still our vision yet today.
Delivering on that vision for each of our clients is the focus of our work each day.
To help us do that, we’ve created a set of standards that guide every decision and
every relationship. Formally they’re known as the Kumveka Standards. Around the
office, we call them LELI:
Love Well This starts with understanding our clients: what’s important to them, how
they speak, who they seek to serve. This naturally then flows into our relationships with
our teammates, our Creative Network, and our investors.
Execute with Excellence We’re a team of professionals in our specialties. So our
clients expect that we can deliver excellent work on time, on scope, and on budget.
Learn Constantly We ask a lot of questions. And we’re committed to learning and
growing professionally so we can better serve our clients.
Initiate We think—and act—proactively for our clients. We ask ourselves questions
like, “What should we be doing for them we’re not doing now?” and “What are new
ways to approach furthering their mission?”
That’s just a taste. You’ll read more about how these standards shape our work on
pages 16 and 17.
As I reflect on five years of Kumveka, I’m so thankful for the story God is writing through
each ministry we serve, each person who partners with us, each creative who uses their
gifts alongside us.
Dan Kennedy
Executive Director
kumveka offersmarketplace excellencein a ministry context
A clear understanding
of your audience
perceptions and the gaps
that exist between your
leadership intent and those
audience perceptions.
A brand that
communicates the
heart of your organization
and is strategically built
on research.
BRAND MESSAGING
BRAND VISUALS
COMPREHENSIVE BRAND GUIDELINESWE DELIVER
you get
COMMUNICATIONS AUDIT
LEADERSHIP INTENT & ALIGNMENT MEETING
QUANTITATIVE & QUALITATIVE RESEARCH
PROPOSED BRAND STRATEGY
research branddevelopment
BRAND MESSAGING
BRAND VISUALS
COMPREHENSIVE BRAND GUIDELINES
A roadmap of core messages
and tools to guide what to
say, the best way to say it,
and who to say it to.
A cohesive set of integrated
elements to equip your staff
and engage your audience.
Expert input into identifying
key roles, planning for
success, and professional
training to maintain brand
consistency and develop
a healthy organization.
communicationtools
capacitybuilding
BRAND ROLL-OUT STRATEGY & PLAN
MARKETING STRATEGY & PLAN
EXAMPLES: STATIONARY
BROCHURE, WEBSITE
VIDEO, CONFERENCE BOOTH
SIGNAGE, PRINT COLLATERAL
E-NEWSLETTER TEMPLATE
ORGANIZATIONAL DESIGN
PROCESS DEVELOPMENT
CREATIVE COACHING/TRAINING
AD HOC CONSULTING
branddevelopment
communicationplanning
DATA BUILDS A BETTER STORY
RES
EAR
CH
Their passion is Christian education. And their mission is to unite, equip, and
strengthen Christian schools worldwide. So how could ACSI better tell the story
of who they are and all they have to offer?
The answer to that question starts with research. And at Kumveka, this research
takes the form of a brand assessment survey.
A brand assessment is a qualitative and quantitative evaluation of how audience
perceptions align with leadership intent. The resulting data serves as the building
blocks for a brand’s story.
For ACSI, our strategy team developed the question, designed the survey, and sent
it to heads of schools, principals, and teachers of Christian schools affiliated with
the organization.
More than 8,000 people responded. And the results revealed the top reasons
schools carried an ACSI membership, the offerings they most valued, what
prevented schools from using some of those offerings, and a profile of
current members who were at risk of non-renewal.
Our strategy team used the data they received to create a plan outlining the most important messages for ACSI to communicate and who to communicate them to. This focus increases the likelihood that the right message reaches the right audience by editing out what doesn’t resonate.
The right message doesn’t just include words. It encompasses visuals too, working
in tandem to communicate ACSI’s passion for Christ and services to educators in a
clear, compelling way.
Together, each element—beginning with the brand assessment—is helping ACSI
better tell their story.
A brand assessment is a
qualitative and quantitative
evaluation of how audience
perceptions align with leadership
intent. The resulting data serves
as the building blocks for a
brand’s story.
We developed ACSI’s brand assessment survey through a series of on-site discovery sessions.
These meetings gave us vital insight into who they are and the people they seek to serve.
kumveka’s work with acsi is ongoing : a new case study wi l l be avai lable summer 2015 at kumveka.org | 7
Look for ACSI’s refreshed brand
Summer 2015
WRITING A NEW CHAPTERAn organization’s story begins with its name.
It introduces—and many times embodies—who they are
and what they do. So what happens when it changes?
Just as the name suggests, World Harvest Mission sends
missionaries to share the gospel around the world. But as the
ministry grew, the name began to present some challenges. It didn’t
say enough about the work: living out the grace and renewing power
of the gospel incarnationally, plus creating materials and training to
help others do the same. And sometimes
it said too much: creating barriers and confusion among the
very people they wanted to serve.
After months of research and prayer, World Harvest Mission’s
leadership made a courageous decision to write a new chapter by
changing the organization’s name. And of the names we proposed,
they chose Serge.
Serge means joining together rough edges to form a smooth seam.
It’s a metaphor that serves as a word picture of what
God’s grace, through the gospel, does in the lives of those who
respond to Him.
With a new name comes new opportunities to share what
Serge means. And in turn, more opportunities to share the
gospel—the greatest story ever told.
BR
AN
D I
DEN
TITY
Together with the name, each of the elements we created
work together to tell the Serge story. The tagline, grace at the
fray, brings the work to life. The brand architecture clarifies
each area of their ministry: Resources, Mentoring, Mission. The
color palette illustrates the ‘grit’ of authenticity, brokenness,
and sacrifice, as well as the vibrant joy of grace. And the
messaging uses stories to share how God is working at the
‘fray’ of human weakness and His grace.
view the ful l case study at kumveka.org | 9
What drew you to work with Kumveka?
When I started with Kumveka there was no “Kumveka”!
In late 2007, I was working as a graphic designer for a Christian retailer
headquartered in Michigan. My former co-worker Dan Kennedy was serving
a ministry in China using his marketing and branding skills.
I had just had my first child and my heart was torn between using the talents
I knew God had given me and my deep desire to be more present in my
daughter’s life.
A year later, Dan Kennedy and I reconnected. I shared my heart with him
and he shared with me that God had given him inspiration to expand the
work that he had been doing in China for more ministries, and he asked me
to consider joining him.
My heart leapt! An opportunity to continue using my gifts in ministry? A
flexible, at-home schedule that allowed me to better “balance” home and
work life? A chance to travel and see the amazing things God is doing
around the world? Where do I sign up? And so it began.
Let’s start at the beginningReflections on Kumveka’s first five years
Creative Director Autumn Lunsford
combines a designer’s eye, an ear
for just the right word, and a heart
for what God is doing around the
world. She serves from and lives in
Zeeland, Michigan.
10
In what ways have you seen Kumveka grow during the last five years?
I’ve seen God bring finances, people, facilities, and expertise just as we
needed it. Our core team has grown from 2 people to 12. Our work spans 4
continents. And I’ve seen our leadership deepen in dependence on God to
move in big ways.
We’ve also expanded our offerings. From a creative-based rebrand with a
few basic applications to in-depth, qualitative and quantitative research-
informed brand strategy, more expansive and complex applications, and
on-going marketing plans and support. We’ve not only been able to provide
tools but also on-site training and workshops so that ministry clients are
better equipped to implement their new, healthy identity.
What is your prayer for Kumveka’s next five years?
That God would show us more of who He is through the people and
circumstances that we encounter, and that He might use us in big ways to
transform more and more lives through the ministries we serve.
kumveka.org | 11
The methods are classical, but the stories are new every day at Veritas School as
minds are challenged and souls are shaped.
The themes tying these stories together is what we dubbed the beauty of both: a focus on both what their students are learning and who they are becoming as they discover the truth, beauty, and goodness of God and His Kingdom through a classical Christian education.
Relocation to a larger campus gave Veritas the opportunity to more clearly tell
their story and share it with more families in and around Richmond, Viriginia.
To start that process, our discovery session with Veritas leadership helped us
identify the core themes in their story, which led to the creation of a brand
definition: Cultivating mind and soul, a phrase that also serves as the tagline.
The words capture the ‘both/and’ element of an education at Veritas: strong
academics integrated with a focus on Christ and His Kingdom. Specifically, the
word cultivating speaks to their whole-person, nurturing approach help each of
their students flourish.
‘Both/and’ is also highlighted in the mark we created and the colors we chose for
their brand. The blue represents the grounded, rigorous, and intentional parts of
mind while yellow illustrates the nurturing, inspiring, joyful aspects of soul.
All of those brand elements come together to tell the Veritas story on their newly
redesigned website. As visitors interact with the easy-to-navigate site, they learn
more about how Veritas cultivates the minds and souls of students though videos
we created in partnership with Silent Images. The messaging carries the cultivation
theme throughout the site.
A new brand and new tools helps Veritas School share the story of a Christ-
centered classical education in a fresh way.
A TALE OF THE BEAUTY OF BOTH
BR
AN
D I
DEN
TITY
In addition to working a full time job as a web developer, I enjoy working on marketing and web projects for organizations that are Kingdom focused. In particular, I have a special place in my heart for organizations that are missionary minded, having served overseas for eight years myself.
On the Veritas website project, I had the opportunity to implement the finished designs to a working website that met both the client’s needs and desires. It used many state-of-the art features, and I really enjoyed utilizing those features to help the client to better tell their story.
view the ful l case study at kumveka.org | 13
A talented web developer with a heart
for what God is doing around the world,
Jeremy Carman is part of Kumveka’s
growing creative network and has
served on several of our projects.
He lives in New York with his
wife and children.
They serve, they send, they go.
That’s the basic plot of the stories God writes through Encompass
World Partners and their disciple-making teams working among the least-
reached in our world.
Their ministry to 228 people groups across 34 countries means there are
a great many stories to share: victories and challenges, lives saved, souls
redeemed.
What was missing was a plan and process for clearly telling those stories to
donors, supporters, and potential ministry workers.
So we created a communication plan, a roadmap of core messages and tools to guide what to say, the best way to say it, and who to say it to.
From that came specific ways to share the stories of Encompass, from a toolkit
equipping staff to communicate more clearly with
their supporters to a bimonthly magazine inspiring donors to join
the work through praying and giving.
Now, as God creates the stories, Encompass is prepared to tell them.
COM
MU
NIC
ATIO
N P
LAN
NIN
G
14 | kumveka’s work with encompass is ongoing : a new case study wi l l be avai lable summer 2015 at kumveka.org
MAKING THE MESSAGE CLEAR
“I loved the obvious thought and creativity that went into the training—and the space that you have at Kumveka is so conducive to good, productive work and team building. It was great to be given tools that weren’t forced on us or super formulaic, but that are flexible, helpful principles that we can make our own as a team.”– Amy Nickerson, Writer
Josiah Venture
CAPA
CITY BU
ILDIN
G
view the ful l case study at kumveka.org | 15
More than 20 years ago, this area of the world opened up and Josiah Venture entered in to bring the gospel to a new generation of young people with hearts starved for truth and hope. That happens in tangible, hands-on ways: English and music
camps, performing arts groups, leadership training, discipling, and partnering
with local churches.
The challenge was this: continued growth created a need for a strong, agile internal communications team. This
group would help the ministry better share its story through the process and
production of communication pieces for staff and missionaries.
Once Josiah Venture identified the people for this team, we had a series of
conversations with them to evaluate experience, skills, and opportunities
for growth.
The best part was bringing together this team for two days of training with
our creative and strategy teams. Together, we covered carrying out the Josiah
Venture brand through design and messaging, team design and best practices,
and helped them further grow their job-specific skills. It was also a rich time
of bonding and team building as they prepared to serve cross-culturally—
and start telling the stories of how God is moving among young men and women in Europe.
God is telling a new story
in Central and Eastern Europe
Loving well always starts here:
Dear friends, let us love one another, for love comes from God. 1 John 4:7
From that place, loving well is about how our team serves each other: encouraging
each other, recognizing and affirming each other’s gifts, having the hard conversations,
building community.
That flows into how we approach the relationships with our clients, creative network, and
those who invest in our organization. They’re more than names on a contract or
a creative brief; they’re friends.
Of course every organization wants to execute with excellence. But what does that look like at
at Kumveka? This standard is rooted in what we call our best vs. excellent philosophy, which is
this: It’s a given we want to do our best work. But if we create something beautiful that doesn’t
meet a client’s needs effectively, it’s not excellent.
It’s this mindset we bring to every project we undertake and tool we create. It’s not about our
work; it’s about shining a light on the story God is telling through the clients we serve.
There are characters (our team). There’s a setting (our office). And there’s also a theme: the Kumveka Standards.
These Standards—we call them LELI for short—are the principles that guide our culture and influence every interaction with each other and those we serve.
Here’s how they play out in Kumveka’s story.
EXECUTEwith excellence
LOVE well
There are characters (our team). There’s a setting (our office). And there’s also a theme: the Kumveka Standards.
These Standards—we call them LELI for short—are the principles that guide our culture and influence every interaction with each other and those we serve.
Here’s how they play out in Kumveka’s story.
The details are many. The budget can’t budge. The milestones must stay on track. And Project Coordinator Meredith Carter embodies execute with excellence by managing it all.
These skills shined through her coordination and on-site management of videos created for Veritas School, ensuring client and Kumveka objectives were met to tell the best story.
And sometimes executing with excellence is utilizing the other gifts God has given you. For Meredith, one of those gifts is hospitality. She provides a welcoming environment for every guest who walks through our doors—because that’s simply who she is.
–Mackenzie Mumey, Project Manager
Learning constantly is essential to working cross-culturally, as we do. And it’s this
posture we take as we get to know and understand the hearts of our clients.
Many times, our best learning happens when we make mistakes. And we make them.
So when we miss the mark, it stings, but we choose to embrace it as an opportunity
to make things better.
We also learn from each other’s stories, experiences, and expertise. That includes our team
and our clients, as well as experts and thought leaders.
Each member of our team is a problem solver. To do that, we’ll step out and try new things
(see Learn Constantly) and learn from the mistakes along the way. We’ll also take the initiative
to improve processes, embrace our responsibilities, and seek out new clients to serve—all in
an effort to continue loving, executing, learning, and initiating.
INITIATE solutions
LEARN constantly
Page by page, person by person, story by story, God has woven together quite a tale during Kumveka’s first five years.
Here’s where we’ve been. We can’t wait for the next chapter.
TEAM GROWTH +10
CLIENTS SERVED 26
Rebrands 14
videos created 1 1
OFFICE MOVES 2
COUNTRIES TRAVELED 13
VISION/MISSION UNCHANGED
kumveka.org | 19