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Vid

Creating a new service brand for the offerings of a religious organization.

 

Situation

Congregación Mariana is a non-profit organization dedicated to the civic and apostolic formation of the community. It provides health, education, family and communication services through social works. Although the organization is perceived as reliable and is highly respected, the brand itself did not generate emotional closeness and was not perceived as a provider of integrated services.

 

Solution

Marqas recommended adopting the positioning concept: "Enable the well-being of people" and creating a new brand that had the endorsement of the Congregación Mariana. To do so, we suggested that they choose a name that evoked Christian values, broad enough to include all the organization’s initiatives, short and easy to remember. We proposed Vid, a name that refers to recurring symbols of the Bible (the vine and the wine), the dedication of the harvest, and the idea of ‘vida’ (‘life’ in Spanish). Under this concept, Marqas designed a logo and applied it to all communications materials . This new brand allowed the organization to extend its impact at a national and regional level. Through integrated and coherent communications, the Congregación Mariana was able to strengthen its image and project its mission and values ith greater power.