Rise + Shine
Rise + Shine is a ministry working alongside Indian nationals to bring hope to children in orphanages and marginalized people in leprosy colonies.
When Rise + Shine came to 5by5, their name was India 4 Jesus. As their name implied, all of their work incorporates sharing the Gospel with children. However, increasingly aggressive actions from the local government forced them to a critical decision point. In order to continue their work and fulfill their mission, they would need to adopt a public-facing name that provided a greater degree of covertness.
At the same time, while the organization’s work spoke volumes about the commitment to the people of India, they effectively had no brand strategy or content strategy to guide stateside communications.
What India 4 Jesus needed was the ability to preserve a level of missional-anonymity to protect those they serve in-country while clearly conveying its purpose and perspective stateside to engage donors with a compelling brand promise.
The 5by5 team built a brand identity for Rise + Shine that is rooted in the Great Commission, engages donors with compelling vision, yet is able to operate within India’s cultural context with a name that would not induce prohibitive levels of government interference.
Their name became Rise + Shine which represents their brand promise to help vulnerable people groups in India transcend their circumstances and caste system status to become agents of change in their communities
Additionally, 5by5 equipped Rise + Shine with brand strategy, a core messaging platform to guide future content development and audience personas to more deeply related to various audience segments. We also defined the most compelling key messages to leverage for each audience, including major donors and general file donors.
“5by5 was not only a strategic partner that brought our vision to life, but they executed swiftly and with integrity. They handled the project as if it was their own organization.”
Jordan Cranfield | CEO / Founder
Rise + Shine