03.21.2011

The Dawn of a New Day

Two years ago, CWJC undertook a rebranding of itself. It was important to consider revising the brand for several reasons. First we wanted to continue to increase opportunity for the transformation of women through Christ-centered education, but we realized that awareness was still relatively low within the Nashville community. A strong logo, powerful images, and messaging would help in our expanded marketing efforts.

“It’s one thing to help someone find a job.  It’s quite another to help them find themselves.”

We also realized that change was beginning to redefine the ministry. The organization had grown from one to three vital satellites, and we were beginning to minister to men through our Job Skills training in our Madison satellite. Our grant writing program had expanded, bringing the attention of more foundations, and growth brought a need for additional mentors, teachers and volunteers. As unemployment continued to rise, we felt there was a need for reaching out to corporate partners to assist us in job placement programs for our students.

“Dreams can come true but not until someone helps wake you up.”

With the help of BOHAN Advertising|Marketing’s Jamie Dunham and Brand Wise, CWJC was able to prioritize key messages and target audiences, develop clarity around our purpose statement, and develop a more contemporary, professional look. The results of that process led to a new logo and an articulation of what CWJC means to students, families, donors, volunteers, staff, and our extended community. At the same time the rebranding effort was taking place, we also embarked on a strategic plan that resulted in a new mission and vision statement.

Our new logo and brand identity will become the platform for all future marketing activities like this beautiful new website, group presentations, printed materials, and advertising.
At the core of the brand is the role that CWJC fills in transforming at-risk women and their families through Christ-centered education. Our new logo represents the transformative journey that each of our women take, as they move from the dark to the dawn of a new day in their lives.