Redefining a Faith-Based Social Services Company to Create Broader Market Appeal

Not-for-profit Lutheran Social Services of Michigan (LSSM) believed its name limited its ability to generate the donor dollars it needed to deliver needed family services across the state. LSSM’s strategic plan called for research to support and shape development of a new brand. The Quell Group’s branding process resulted in a new name, logo and brand look that succeeded in doing two things – unifying an organization that had multiple brand names and producing a faith-based name – Samaritas – with broad market appeal that immediately changed donor perceptions and level of giving.