Union are pioneering a new way to make theological education accessible for everyone.
Seeing an opportunity to reach to a much wider audience, they approached Sparks to develop a brand positioning and identity that is distinctive in their sector.
We started by defining three clear audience profiles for Union’s target users, considering their existing perceptions and assumptions about theology.
We also researched their sector intensively to understand how Union’s competitors were pitching themselves. This allowed us to define a series of brand characteristics that would set Union apart.
What followed was the design of a brand identity that demonstrates the flexibility of Union’s offering. We then designed, structured and built their website.
The website incorporates our recommendation for a series of resource collections – curated ‘playlists’ on topics – that we believe will help Union meet some of their key objectives: to break down the barriers to studying theology, and to develop relationships with students that continue over time.
Union’s first phase has been to launch a website providing access to free resources. The second phase, coming in 2015, is the launch on an accredited online learning environment – the Union School of Theology.