The Problem

In the Southern Territory of the Salvation Army, which includes 15 states, brand implementation differed greatly from one location to another. Inconsistent messaging, poor-quality design, and inadequate use of brand elements led to confusion and reduced the organization’s capacity to present a single, clear voice.

The Strategy

I set up a scalable brand system that accounted for the needs of different regions, departments, and audiences. The aim was not just to enforce guidelines, but to give teams the knowledge, resources, and confidence to represent the brand effectively.

The Execution

• Development and implementation of brand guidelines

• Art direction across print, digital, video, events, and campaigns

• Brand training for more than 50 internal teams and 10 external partners

• Oversight of large-scale, multichannel creative initiatives

• Standardized workflows, templates, and asset-management systems

• Ongoing creative consultation and quality control

The Results

• Improved brand consistency across the territory by approximately 30%

• Reduced creative turnaround time by approximately 40%

• Increased efficiency through standardized systems and workflows

• Equipped internal teams to make stronger brand decisions

• Strengthened brand recognition and trust across audiences