Creating a brand identity is about bringing a vision to life in a way that resonates with a company’s audience, mission, values, and culture. When I partnered with Adam Hutchinson to create the brand for his New Zealand-based company, Enhance Global Impact (EGI), it was clear from the beginning that we were creating something impactful. The result is a brand identity that is not only visually compelling but also meaningful at every level.
I’ll walk you through the steps we took to create the Enhance Global Impact brand and provide insight into how you can create your own strong brand identity for your purpose-driven company.
Understanding the Brand Vision
Before any design work begins, it’s critical to understand the brand’s mission and vision. Enhance Global Impact helps faith-based organizations and churches grow through organizational assessments, empowering people, and improving programs. One of the key ideas Adam expressed was the importance of a strong foundation for growth, which he likened to how a healthy tree grows.
Adam described how the roots represent the strong foundations necessary for sustainable, long-term growth. And the leaves of the tree represent the fruit—or impact—a company makes when it is strong and healthy.
This image was so powerful we knew it had to be at the heart of the brand’s visual identity. From there, we developed visual elements that tell this story.
Choosing the Color Palette
An important aspect of creating a brand identity is selecting the right color palette. Colors play a significant role in how a brand is perceived. They evoke emotion and create subconscious connections in the minds of the audience.
For Enhance Global Impact, we chose an earthy, nature-inspired color palette to give the feeling of confidence, warmth, and stability. Dusk blue is the dominant brand color, creating an underlay of trust and authority. Leaf green is the secondary color used to create a sense of growth. And Wheatfield cream, Brick red, and Goldenrod yellow keep the brand feeling warm and inviting. By choosing muted, natural tones, we also created a sense of calm and reassurance, which fits well with the compassionate, people-centered focus of the brand.
Tip: If you're looking for the best color palette for brand identity or how to choose brand colors, think about your company’s mission and the emotions you want to evoke in your audience. Colors can significantly impact the way your brand is perceived.
Designing the Logo
With the color palette and creative direction in place, the logo design was carefully crafted to symbolize both the natural process of growth and EGI’s cultural heritage.
The Concept: Tree and Roots
The main icon of the Enhance Global Impact logo is an abstract depiction of a tree and its roots. The roots symbolize the strong foundation needed for organizational growth. While the tree itself represents the results—the fruitful outcomes of effective programs and healthy development.
But we didn’t want the logo to simply be a generic tree. We wanted to weave in a connection to the company’s cultural heritage. This led us to create a design with a tribal feel, subtly incorporated through the abstract shapes of the roots and branches. The result is a symbol that feels both modern and timeless, rooted in the deep significance of growth and foundation.
Because this logo is a visual representation that so clearly tells the story of EGI, we wanted to adapt it into a set of brand icons to symbolize the company’s three core pillars:
- Enhance Organizations: The roots of the logo are highlighted to represent strong organizational foundations.
- Empower People: The trunk intersects to form a cross, symbolizing the company’s focus on faith-based work and drawing power from God.
- Elevate Programs: The arrowhead at the top of the tree symbolizes the growth and impact that EGI helps organizations achieve.
Tip: If you’re searching for a professional logo design or tips on creating a brand logo, you’ll want to consider these elements: simplicity, scalability, and storytelling. A good logo tells a story without being too complicated. For more tips on finding the right logo design for your business, download my free guide.
Bringing the Brand to Life
With the logo as the central visual element in place, we extended the branding across various touch points to ensure consistency throughout all brand materials. From the website to social media, business cards to presentations, everything needed to reflect the same visual identity. Consistency is key to building brand recognition and creating trust with your audience.
For Enhance Global Impact, we made sure the tree and roots motif appeared consistently in the design of marketing materials. We also maintained the same earthy color palette across all platforms. This ensures that no matter where someone encounters the brand, they immediately recognize its identity and values.
Tip: If you’re looking to create a cohesive brand, search for brand consistency tips or how to maintain brand consistency across multiple platforms. It’s essential for building long-term trust with your audience.
Building the Brand Voice and Identity
While the visual aspects of a brand are important, they need to work in tandem with a strong verbal identity. Enhance Global Impact’s target audience includes organizations that are deeply committed to growth but often lack the resources to achieve their full potential. At every touchpoint, we wanted the audience to feel understood and supported, and to create a sense of possibility. So, the brand voice needed to be confident, hopeful, and compassionate—reflecting the company’s mission to empower and uplift the organizations it serves.
Tip: When you’re building your brand, don’t overlook the importance of brand messaging. Search for terms like how to create a brand voice or brand messaging strategy to get more ideas on how to communicate effectively with your audience.
The Impact
EGI’s new brand not only sets them apart visually but communicates their dedication to enhancing the capabilities of organizations worldwide. Every element of the brand—from the logo to the color palette to the typography—serves a purpose and reinforces the company’s mission. By starting with a strong visual foundation, we have created a brand that can grow and evolve as EGI continues to expand its global reach.
Final Thoughts: The Impact of a Strong Brand
For any company, creating a brand is about more than aesthetics. It’s about building a connection with your audience and communicating your values clearly and consistently. If you’re in the process of developing your own brand, remember to focus on your story and your mission. Whether you’re looking for logo design tips, insights on creating a brand identity, or help choosing a color palette, start by thinking about your core message and the emotions you want to evoke. This will help you create a visual identity that truly resonates with the people you want to serve.
Ready to build a brand with purpose? Book a free consultation to get started.
