Founded in 1964, the Gospel Music Association serves as the face and voice for the Christian/Gospel music community and is dedicated to exposing, promoting and celebrating the gospel through music of all styles including pop, rock, praise & worship, black gospel, R&B, hip hop, southern gospel, country and more.
On the threshold of its 40th anniversary, CHANGEffect worked with the president and executive leadership of the Gospel Music Trade Association to define a refreshed brand position, mission statement and brand identity system to more clearly define the value of its offerings to its member constituencies.
From the takeaways gathered in the discovery and ideation processes CHANGEffect worked with the president and executive leadership to define and implement new internal rituals ensuring buy-in of the new position, unification of new syntax/language to be used in communicating the new position and facilitation of strategic planning of how the new brand names would be applied to its existing services and program offerings.
CHANGEffect also worked to direct the translation of the new position, brand names and program applications to graphic standards. The new concept of movement, expression, experience, reverberation and vibrancy was conveyed through a freestyle and colorful system of sub brand images for its different categories.