Old books. New thinking

We worked with an established school of theology to create a new brand for an online school.

Union - Old books. 
New thinking
Union - Old books. 
New thinking


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.



“Sparks worked with us to develop positioning, branding, and a website for the Union School of Theology.

From beginning to end, Sparks enabled us to think carefully and methodically about each aspect of the project, holding us accountable to the goals and values we had set together.

The distinctive and attractive creative work they produced clearly flowed from their listening to our needs.”

Daniel Hames, Managing Editor

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