Case Study
The Original Purpose Driven Brand
Today, “purpose-driven” is a catch phrase used by many companies looking to make a positive impact. Well before the term gained this level of popularity was Pastor Rick Warren’s internationally best-selling book, “Purpose Driven Life.” As a result of that book and subsequent books and products that followed, the Purpose Driven brand took on its own life, but needed a major brand expression overhaul.
Client
Purpose Driven Church 2.0
Website
Services
- Brand strategy
- Messaging
- Project management
The Origin Story
In 1995, Pastor Rick Warren shared his principles for building and growing a healthy church in his book Purpose Driven Church followed by the international best-seller Purpose Driven Life. The Purpose Driven brand included a global conference to encourage and equip church leaders from around the world, resources for new and seasoned pastors alike, and a network of influential leaders. In 2016, Pastor Rick also re-launched the annual Purpose Driven Conference for the first time in 10 years. With less than 40 days to plan and execute, the PD brand needed a new identity, website, and marketing materials to attract next-gen faith leaders.
The Work
Working in close partnership with Ideation and Historic agencies, Purpose Driven had new life breathed into it, including:
- Brand expression refresh
- New messaging including brand story
- New website
- Advertising strategy and execution
- Event marketing strategy
- Conference materials including signage and attendee materials
- On-site conference event and social media support
- Online event support and coordination
We essentially served as the fractional CMO for the brand, helping with strategy, organizing all relevant parties, and project managing the execution of all the tactics.
The Results
The first Purpose Driven Conference in 10 years was a huge success with over 1,500 attendees from around the world. The refreshed brand is still in use today, over 6 years later and is helping create healthy churches across the globe.
Some other stats include:
- Over 9,000 digital and on-site photo booth engagement
- 1,440,704 Instagram impressions alone representing over 600K humans