The Assemblies of God World Missions has brands for every region of the world. Each region is branded so that all churches and missionaries of the countries in those regions have a localized brand that resonates with who they are.

I was able to work with the Latin America Caribbean region to refresh their brand. The challenge was that what some people consider to be quintessential Latin American culture doesn't fully encompass all countries within the region. The brand couldn't lean on typical historical or geographical imagery for this reason.

The solution was a simple, but modern monogram/lettermark. After multiple interviews with different missionaries and directors within the organization, we kept coming back to a culture of warmth and familiarity. This was the driving force behind softening the edges of the mark.