Show and Tell: Asialink

A brief look into the creative process for Asialink and how we began to translate what the organisation stood for into a meaningful and compelling offer.

Background

Asialink is an independent not-for-profit Christian missionary organisation. For 20 years its aim has been to connect Christian supporters with the unreached people of Asia. Within these countries alone there are approximately 1,000 unreached people groups, Asialink offer support, relief and community development projects. Closer to home, Asialink minister in over 350 church meetings every year in the UK and Ireland.

Asialinks key attributes:

The organisation’s core is built around the authenticity of the people and projects.

It is this strength, coupled with the track record of 20 years of effective service that stands Asialink apart from other organisations.

They believe supporters currently see them as a proven missionary organisation in terms of results and trustworthiness.

Emersion’s process:

1. Discovery

We examined the organisation in detail, analysing aspects such as communications, current supporter feedback, staff experiences and future growth opportunities. These insights, outcomes and findings then became the brief for developing a brand and communications strategy, they also assisted in defining the scope of any additional creative requirements.

2. Diagnosis

We discovered that the average age of an Asialink supporter was 55 years old and so we needed to create a brand to reach the next generation of supporters, whilst not alienating any of their loyal base.

To attract a younger audience, the new brand will communicate with a more modern, open and engaging dialogue.

Asialink’s new brand platform and identity system now aims to promote an attitude and tone that truely reflects their vision. A vision that translates their message to reach Asia in an exciting, adventurous and sacrificial way with passion and purpose.

Brand Pillars

We developed core brand pillars for Asialink to drive all internal and external communications. They were developed from the insights and truths identified during our brand review and supporter feedback sessions.

1. Pioneering

2. Agile

3. Adventurous

4. Passionate

5. Empowering

6. Respectful

These are dynamic and will be actively used within the organisation to brief staff and align everyone with the charities strategic direction.

HistoryMakers

We also developed History Makers the youth ministry of Asialink, set up to inspire young people to engage with mission. HistoryMakers main objective is organising short-term trips where young people get an exciting first-hand experience serving local Asian communities. Strategically we have set HistoryMakers apart from the main Asialink brand in order to help it to appeal to a younger audience.

3. Design

Logo

The new logo uses the visual references of the countries that make up Asia. This acts as a visual shorthand for Asialinks focus. An energetic colour palette and bold typography balance confidence and ambition with a sense of maturity and refinement.

Colour Palette

Our Asialink colour palette covers the whole spectrum of colour and life across 13 Asian regions, from colour symbolism and beliefs of ancient cultures still evident in the customs and rituals of today. We’ve used colours, patterns, motifs, materials and forms found in indigenous crafts and objects as inspiration in shaping the new identity.

Photography

Is our main communication focus. Photography should always tell a story, provide a real context and show the positive effects of the work wherever possible. If a need or story is pictured, it provides the context to what Asialink is doing on the ground and the people they are helping. Photography always where possible will show the positive effects of the work, highlighting projects and individuals.

Thanks to the team at Emersion our brand now really reflects our passion and the heart of our mission. Our supporters have told us that they love it!

4. Delivery

Working with the team at Asialink we have developed an overarching communication strategy that will lead to Asialink maintaining their existing supporters and afford the opportunity to promote the work to new potential supporters. The result will clearly differentiate Asialink from other similar organisations and position them clearly, occupying the front of mind of their supporters.

We advised that Asialink should communicate more specifically the positive effect they are having on the people they are helping, through project delivery and impactful seasonal campaigns. This should be underpinned by their dedication for reaching Asia, delivered by passionate people.

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