1199SEIU FUNDS

BISHOP ERIC D. GARNES, D.MIN., MPS

Brand Management

 

For the past 18 years I've developed and maintained the brand standards for two organizations that include several brands.

1199SEIU FUNDS

 

CONTEXT

1199SEIU United Healthcare Workers East's members enjoy a benefit package that is administered by three Funds.

 

CHALLENGE

Because each Fund is funded separately they have a unique voice but they are providing benefits to the same group of individuals. How to create a unique brand for each Fund but keep them grounded to the Union.

 

SOLUTION

We began by listening to the membership. Focus groups, write in questionnaires and phone surveys gave us a greater understanding of how the members felt we've been speaking to them and how they wanted to be portrayed. After we rebranded our voice we created the style that identifies each Fund. RGB was my inspiration. Each Fund received a color palette that works across each Fund and separately. We kept the fonts the same but developed a detailed style guide to help all stakeholders to become familiarized with the brand.

 

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1199SEIU FUNDS

 

Identity guidelines are one of the tools we've implemented to keep the brand consistent throughout the organization.

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ARCHITECTURAL DESIGN

 

From our signage to the textiles used in the office space, I've carried the brand to give our members a sense that they have arrived on the correct floor for the services they seek.

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VIDEO PRODUCTION

 

Through story telling, I carry the brand through videos that can be used to promote who we are, what we do and the services we provide. These tools can be utilized through social media, on our web page and on video screens in our service areas throughout our offices from Massachusetts to Florida.

Bishop Eric Daniel Garnes, d.min, mps

 

CONTEXT

Bishop Garnes is the Senior Pastor of Tabernacle of Praise Cathedral in Brooklyn, NY and the Presiding Prelate of the United Covenant Churches of Christ, an international reformation with hundreds of churches united under God.

 

CHALLENGE

Provide a voice that speaks to the 38 ministries of the local assembly that serves people of different ethnicities, income levels and nationalities. Along with building the brand for the international reformation.

 

SOLUTION

Because his name and likeness is well known in the African-American evangelical community we began by setting up photo shoots for images that can be used to bridge the identity for the local assembly and the reformation. If you think of Tabernacle of Praise or United Churches of Christ you will think of Bishop Garnes. The Coat of Arms (COA) has meaning in the ecclesiastical community so I did research and sat with the Bishop to personal develop his COA. The symbols represent his heraldry and his ascension to the office he holds. The COA provided the colors that are used in the brands as well as the fonts.

 

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