Lutheran Church Extension Fund
Building a future-forward brand
Lutheran Church Extension Fund (LCEF) provides banking, investment, and loan services and guidance to The Lutheran Church—Missouri Synod (LCMS) ministries, schools, nonprofit organizations, church workers and members. To adapt to evolving customer needs and category offerings, the LCEF brand needed to evolve. That’s why a key component of the organization’s five-year vision included a full rebranding initiative to refine its brand perception across LCMS.
Much more than just a new logo, this process was an evolution for LCEF to better position itself for success while building connections with customers and stakeholders in a digital-first world.
Brand discovery unearthed key differentiators
Engaging key internal stakeholders, the team from G/L, now at Jump, facilitated a brand discovery session to uncover what sets the LCEF brand apart and help them define their brand position. This deep dive revealed opportunities to clarify messaging and helped inform strategic audience development.
Before
After
Consumer-approved and validated with research
A comprehensive study was conducted with existing and potential customers to ensure our positioning aligned with LCEF values, culture and identity. Research showed the new brand positioning resonated in a compelling way, reinforcing positive attitudes and supporting a fresh level of relevancy for LCEF. Respondents felt the brand position struck a balance between upholding LCMS values and its mission to support God’s Kingdom, while embracing opportunity, progress and innovation.
A brand that deeply resonates with stakeholders
Once the positioning statement was refined, we developed a full brand architecture document, acting as a blueprint and guide for all LCEF branding, communications and messaging. Additionally, we developed an entirely new brand identity package including logos, brand standards and guidelines, creative templates, collateral materials and an entirely new web experience — all positioning the brand for growth and innovation and fostering a deeper emotional connection with customers and constituents.
“The creativity and strategic vision are truly helping us shepherd LCEF into the future to make an even greater impact.”
— Laura Vivian, Senior VP of Marketing
Core Deliverables
- Brand refresh
- Brand architecture
- Creative platform
- Video concepting, production and editing
- Print advertising
- Direct marketing
- Sales support and collateral
