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When Union Gospel Mission of Tarrant County (UGM-TC) approached us, they weren’t just looking for a visual refresh of their logo—they were on a mission to modernize their brand.
Since its founding in 1888, Union Gospel Mission of Tarrant County has been a beacon of hope and love for the most vulnerable in our community. What began as a simple outreach to those experiencing homelessness has grown into a transformative ministry, rooted in the belief that meeting its neighbors’ needs with Christ’s unwavering love leads to lasting change. Today, UGM-TC is a trusted presence in Fort Worth. But like many legacy nonprofits, they now face a challenge: how to connect with a broader, younger audience without losing the heart that has made them beloved for generations.
They needed more than a new logo. They needed a renewed identity and messaging that reflected their faith, inspired new supporters, and welcomed every visitor into a story of new beginnings.
We were honored to partner with them in that journey.
Listening Before Creating
Every rebrand starts with a story—and to uncover it, we listened.
We sat down with volunteers, heard their stories, and shared boxes of Kleenex over memories both beautiful and heartbreaking. We called partnering pastors and chaplains and discovered the heart and soul behind the mission. Around the table with the “core four” of top leadership, we dug deep into what truly drives this ministry forward and the misconceptions they work hard to overcome. We explored the campus, quietly observing all of the life-changing work that happens throughout every carefully-planned square inch of the 10 acres. What we found was powerful: UGM-TC isn’t just meeting physical needs—they’re walking beside people in their darkest moments through pain, loss, and uncertainty, leading them toward the life-changing hope found in Jesus Christ.
This message became the foundation for everything we created.
A Peek Behind the Curtain of the Ardent Creative Process
After laying the strategic foundation, it was time for our creatives to roll up their sleeves and transform strategy into compelling visuals and words.
Our process is intentionally collaborative. We don’t just dream up our ideas from behind our laptops or by pushing the easy button. Every visit with a different stakeholder uncovered creative gold. Every item we sketch, write, design, or explore must be refined or revisited until it aligns with the heartbeat and goals of the brand.
For UGM-TC, this meant shaping a brand that communicates loving transformation. Every decision—from typography to tone of voice—was rooted in the real stories we heard and the powerful mission we personally witnessed.
The Voice of Union Gospel Mission
We carefully chose language that reflects UGM-TC’s rich history and the love of God that drives its mission. More than words, the messaging needed a clear voice guiding every touchpoint.
Our content strategy included:
A New Mission Statement that communicates both spiritual and practical transformation.
A Voice Brand Guide that clearly defines who UGM-TC is and how they speak across all platforms.
The “On a Mission” Campaign Theme which became an underlying message for the entire rebrand—highlighting their purpose, their progress, and inviting others into the mission.
This messaging wasn’t created in a vacuum. It was built from real voices, real stories, and the real impact happening every day at UGM-TC.
A New Logo That Reflects the Journey
With the messaging clear, our logo designer developed a brand mark that visually and emotionally communicates UGM-TC’s mission.
The new logo tells a layered story. The flowing “U” forms the shape of both a chapel and a pathway. The left side represents the struggle—a season of searching for safety, dignity, and purpose. At the base of the design, the cross marks the turning point. From there, the path rises upward like an arrow—symbolizing restoration, renewal, and hope.
It’s not just a logo. It’s a visual metaphor for the transformational journey UGM-TC walks with every person they serve.
Accompanied by a bold new color palette and typography, this fresh look offers a unified and powerful brand presence that honors the past while boldly stepping into the future.
A Website Built for Action—and Compassion
Next, we turned our attention to the website. Our goal was to welcome visitors into the site and invite them to join UGM-TC on a mission whether that’s through finding help, giving or volunteering.
We completely reimagined the site from the ground up, starting with mobile-first design to ensure accessibility for every user. The site’s navigation was simplified, its structure reworked, and its messaging re-centered around the personal stories of transformation.
The result? A digital space that clearly communicates UGM-TC’s purpose, shows the real impact of their work, and invites visitors into that mission—whether by donating, volunteering, or simply learning more.
Collateral That Brings the Brand to Life
A strong brand lives beyond the screen. To make sure UGM-TC’s new identity was reflected in every interaction, we refreshed a wide range of printed materials from business cards and letterhead to event banners and donor postcards.
Each item carries the visual and emotional tone of the new brand: one of dignity, hope, and love. Whether you’re receiving a greeting card in the mail or attending an outreach event, the message is clear—this is a place for new beginnings.
New Look, Same Mission. A Fresh Start for a Fort Worth Legacy
This was more than a new logo and a refreshed mission statement. It was a calling to help a vital organization in our city clarify its voice, sharpen its message, and shine a light on the good it’s doing every day.
This is what we believe to be true: When visuals, words, and values come together, something powerful happens: people engage, stories resonate, and missions move forward.
UGM-TC is on a mission to do good in Tarrant County—and now, they have a brand and website that fully reflect it.
