UPBRING
Protecting childhood.
Lutheran Social Services of the South, a 134-year-old nonprofit, needed to transform their brand to align with their bold new mission focus—to end child abuse. We created a name that speaks to who they serve and the positivity they bring to their work. The logo draws on their faith-inspired values and conveys their strength and compassion.
Strategy & Positioning
Naming
Narrative
Visual Identity
Brand Architecture
Film
SYMBOLIZING THEIR VALUES
We changed their name to more clearly communicate who they help. Their Lutheran faith, while not a direct part of the new name, is still a big part of who they are. So we incorporated those values into the overall design of the logo.
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