Diocese of Orange

We helped the Catholic Church create cohesion with a unified brand voice and design system.

Challenge

The Diocese of Orange is one of the largest and fastest growing Catholic communities in the nation with 62 parishes and numerous programs, services, and schools in Orange County, California.

The Diocese of Orange purchased the Crystal Cathedral and its surrounding 45 acres with the intention of creating a central campus for Catholicism in the West.

That same year, the Diocese launched a capital campaign to gain financial support for the new property. While the marketing materials focused primarily on the functional aspects of the physical property, there was no mention of the property’s purpose or how it related to the Diocese at large. For the capital campaign to be successful, the Diocese recognized that both the property and the Diocese needed a defined purpose and identity.

One barrier to achieving this was that active Catholics had strong relationships with their community parishes and priests, but little interest in connecting with those outside of their immediate place of worship. As a result, each parish focused its communications on its own congregation. It therefore became increasingly difficult for audiences to understand and support the Diocese.

Insight

Through in-depth research including 60+ interviews with clergy, lay leaders, and parishioners, we learned that the vernacular of local and global Catholicism can be isolating. In an effort to unite Catholics of all ages, ethnicities, and socioeconomic backgrounds, we re-established the Diocese of Orange’s core mission as an institution that leads individuals on their own, highly personal faith journey.

The Crystal Cathedral – renamed the Christ Cathedral – was positioned as the beacon of faith in Orange County, the physical space where audiences could experience their own journey of faith together.

Solution

Armed with a clarified purpose and meaning, we developed a new visual identity, brand architecture system, and messaging strategy for both the Diocese and the Christ Cathedral property. The systems were treated as a “family of brands” with shared visual assets, voice, and tone to reinforce their relationships to each other.

Result

The brand systems were applied to numerous websites for the Diocese of Orange and Christ Cathedral, as well as all subsequent marketing campaigns.

 The Diocese of Orange also conducted two waves of brand equity research to measure awareness, opinion, and perceptions among Orange County Catholics of the Diocese institutions and key leadership. The first research phase was run prior to investment in the brand programs, and the second wave was run after the brand program was executed.

There was a sharp increase in awareness, positive opinion, and foundational perceptions of the Diocese and its leaders. This increase was most pronounced among young and engaged Catholics, who were key to the Diocese’s growth and success.  The quantitative research also validated the positioning of the Christ Cathedral property, and instructed individual parishes on how to drive engagement within their own communities.

Verance

We helped a tech innovator continue to protect the entertainment industry.

Challenge

For over 20 years, Verance has been developing technologies to protect, measure, and enhance premium content for the entertainment industry. Its flagship product, Cinavia®, became a global standard for protecting filmed entertainment content on physical media.  However, Blu-ray and DVD ownership began to decline, and the protection of premium content on physical media was no longer enough for the company to survive.

In order to support its legacy Cinavia product while pursuing growth in new technology solutions, Verance needed to migrate to a portfolio of offerings and clarify its brand position.

Insight

Verance’s technologies were getting lost in tech-speak, making it hard for audiences to find and understand its offerings. Rather than explaining highly technical features, Verance needed to communicate high-value benefits that non-technical executives could grasp and celebrate.

Verance needed to delineate itself from its products.  By elevating the positioning of the company to industry thought leader, most communications could then focus on high-level client opportunities – migrating complex technical language down into the portfolio.

Solution

We recommended building an ingredient brand, like Dolby Digital or Gore-Tex.  We developed a strategy centered on this concept, with new messaging directions and communications materials to address key market segments.

We also created a comprehensive visual system and logo to infuse the brand with a look and feel that aligned with the new brand position. Brand guidelines ensured the organization’s consistent application of the brand system.

Outcome

Armed with updated verbal and visual brand systems, Verance activated new marketing efforts ranging from a new website and animated videos to corporate presentations and a trade show booth.  With its new master brand, Verance has the flexibility to extend its capabilities beyond its core industry.

Conqur Endurance Group

Bringing clarity and purpose to a growing brand portfolio of athletic events.

Conqur Endurance Group Logo

Challenge

A subsidiary of McCourt Global, LA Marathon LLC is an organization that produces running events throughout Southern California including the Los Angeles Marathon, the Santa Monica Classic, and the U.S. Marathon Olympic Team Trials.

Since the corporate brand shared the same name as its most well-known event, it was difficult for audiences to understand that the organization was more than just the Los Angeles Marathon. As a result, audience recognition remained stagnant and the organization struggled to grow its portfolio through new partnerships and sponsorships. The organization needed to elevate its identity above its signature events.

Insight

Our branding engagement began with in-depth field research into the experience of LA Marathon LLC’s events – attending, cheering, and even participating. At these events, we also conducted qualitative interviews and learned that the act of running wasn’t what unified participants, sponsors and supporters.  Rather they were united by the feeling of individual grit and mutual support that comes with endurance.

Solution

To put the spirit of endurance at the forefront of the brand, we renamed LA Marathon LLC as Conqur Endurance Group. The new name was supported by a new visual identity, website design, and brand messaging platform based on the tagline and rallying cry, “Triumph in Motion,” which encouraged participants, partners, and the brand itself to use endurance as a channel for inspiration, training, and celebrating human connection.