Media release: National acclaim for design effectiveness

Scripture Union has won a prestigious national award for design effectiveness. The annual Design Business Association ‘Design for Society’ trophy, jointly awarded to Scripture Union and its design consultants, Aricot Vert, recognises the impact the movement’s fresh branding, introduced in 2002, has made during the past three years.

Judges were impressed that more people are looking at Scripture Union’s website, more people are buying their resources online from Scripture Union, and a new community of children’s ministry resource users has grown from virtually nothing.

Back in 2002, updating the movement’s image became an important part of its plan for expansion in ministry with local churches, and in mission to children, young people and families in England and Wales who have no church connections.

Working with Hampshire-based design consultants Aricot Vert, Scripture Union reviewed its visual identity – the movement’s ‘look and feel’ – undertaking extensive research within and outside the church.

Launched in November 2002, the fresh identity provided a springboard for innovation in the ensuring years – like the launch in 2004 of Light, the market-leading Bible-based learning material for children and young people.

Since then, the external communications story has been one of growth. Design award judges, looking for evidence that with its new branding Scripture Union was increasing its reach, recognised development in a number of areas.

They cited a three-fold increase in the use of Scripture Union’s website, which was redesigned in tune with the new identity, the generation of more than 36,000 registered users of the Light website in less than two years from launch, and a six-fold increase in the volume of online resource sales.

Judge Mark Allat, Director of Brand Image, Deloitte, praised the effects of Scripture Union’s ‘updated, eye-catching, accessible and inviting visual identity’. He said: ‘In an age of decline in organised religion, these results speak for themselves.’

The award was presented to Lin Dickens, Managing Director of Aricot Vert, and Richard Wells, Scripture Union’s Head of Advocacy and Communications, at a ceremony in the Thames-side Hurlingham Club, London.

Richard Wells said: ‘Brand identity isn’t a natural priority for the Christian community, but all organisations – and that includes churches – have their own corporate personalities, and we need to manage them well to make sure we’re in tune with the people we’re trying to reach. We’ve been amazed at the way God has used the sensitive development work, and the continuing expert help of Lin and her team, to open Scripture Union’s ministry to a wider audience.’

Scripture Union Chief Executive Keith Civval said: ‘This award really does highlight the importance to our mission of the worldwide web. Our website is reaching people and growing ministry in a way we just couldn’t have done before. It also says that we’re no longer considered outdated. Our contemporary look and feel is in tune with people’s expectations, which enables us to communicate more effectively. We’re extremely grateful to Aricot Vert for their creativity and expert guidance over these past few years.’

A delighted Lin Dickens said: ‘It was a pleasure working with the whole project team at Scripture Union and the success of the project related directly to the rigorous way in which they approached the project – leaving no stone unturned.’

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Notes to Newsdesk:

1) More information and pictures: A picture taken at the awards ceremony in the Hurlingham Club, Fulham, London, (on November 27) is available. Please email richardw@scriptureunion.org.uk or phone (01908 856153), if you’d like a JPG file of the image, or if you need any further information.

2) Website statistics: Since the main Scripture Union website was redesigned in tune with the new identity, average unique monthly visitors have increased from 22,000 in 2002, to more than 61,000 in 2005. So far this year that figure has topped 69,000.

3) Light users’ community: Three months after the launch of Light, its website had 9,000 registered users. Within 22 months of its launch the website had recorded 30,600 registered users, and just over two years on 35,000 users have registered.

4) Scripture Union is an international mission movement working with churches in around 140 countries to bring the good news of Jesus Christ to children, young people and families, and to encourage them to develop spiritually through the Bible and prayer. www.scriptureunion.org.uk

5) Aricot Vert is a design consultancy specialising in creating brand communications that engage audiences and motivate them to respond. They’re based in Fleet, Hampshire. www.aricotvert.co.uk