CASE STUDY

Generis

Generis has over three decades of experience accelerating generosity for churches, nonprofits, and Christian schools. Their highly-skilled team of consultants, many former pastors and church leaders, comes alongside organizations to clarify goals, navigate obstacles, and create alignment so that ministry leaders can stay focused on Kingdom Impact.

The Project

Generis was experiencing growth. They already had a strong visual brand, and were very well known in certain circles. But a growing 30% of their business wasn’t reflected in their messaging leading to confusion amongst potential clients as well as alienating that team of consultants doing that work. Bringing on new consultants was messy, and they needed to create a more cohesive brand that included all of their consultants. They wanted to understand their audience, knowing their team faced several consistent types of decision makers.

The Generis logo featuring a circular maze design with a stylized letter G inside, and the word 'Generis' written below in teal font.

The Process

Through one in-person as well as several digital brand workshops, we uncovered the struggles the team was having communicating their uniqueness. Over the course of several months, we refined their core statements, audience personas, defined their brand persona, as well as refined their color and font recommendations for any collaborators going forward.

Page from a brand master guide showing sections on substance, customer persona, position, brand persona, and style guide with corresponding page numbers.
Cover of the Generis Brand Master Guide with a teal background, circular patterns, and the Generis logo at the top.
A page from the Generis Brand Master Guide titled 'Values' discussing how a business shapes its brand through core values, including sections on commitment, discipleship, collaboration, and servanthood with their respective explanations.
Page from the brand guide titled 'Why We Exist'. The page discusses the purpose of the organization, emphasizing profound impact through biblical views of generous giving, and includes a section header 'Purpose' with a subtitle 'Our Substance'.
Page from a brand master guide outlining the company's vision statement, which is about changing the conversation around giving in the Church and non-profits, with headers and highlighted text.
Page from a business or nonprofit guide explaining the differences between Visionary and Operator Personas within a customer overview. It includes classifications, strengths, weaknesses, insights, and smaller segments like older senior pastors and female heads of school.
Page from a church branding guide featuring a senior pastor named Shawn, with his photo at the top, and smaller images of a man giving a speech, a person swimming, a man speaking on a phone, two people shaking hands, a man holding a baby, and two men discussing documents.
Page from a guide featuring a profile on Edward, an executive pastor, with a large portrait of him smiling at the top. The page includes four smaller photos showing people working or interacting in office and community settings, and a photo of a house at the bottom. There is text describing Edward's background, work, and insights on ministry and community involvement.
Interior page of a guidebook or magazine with a profile of Elaine, a nonprofit executive director. It includes her photograph, name, title, and a description of her demographics, psychographics, insights, challenges, desires, and organizational involvement.
Profile picture of Gary, a smiling older man with gray hair and glasses, next to a title about a non-profit persona.
A detailed page from a guide about a school leader named Susan, highlighting her demographics, psychographics, insights into her fears, challenges, desires, andKey qualities.
Page from a brand guide showing the Generis logo, its color variations, and icons. The primary logo features a circular maze with a G in the center, and it is displayed in different color schemes including teal, gray, and black.

The Results

As a result of our work together, their Marketing Director was able to confidently build a website that was more inclusive of all their consultants as well as speak to the needs of the key decision makers her team faced. Onboarding new consultants was also easier, since there was a common language.

“Partnering with Jen on this brand alignment and messaging initiative for us was incredible. She's been instrumental in not only facilitating the process but providing a really insightful third-party perspective.”

Smiling woman with blonde, wavy hair wearing a black blazer and white top, holding a folder, standing outside in an urban environment.

Lianne Cornell | Generis