Following the 2012 passing of its charismatic founder, Charles Colson, Prison Fellowship needed a moving-forward strategy that would help it evolve from a personality-driven niche into a national, mission-driven brand. With the life-saving purpose to help restore the incarcerated, formerly incarcerated, and their families, Prison Fellowship played a timely and critical role in the lives of more than 60 million Americans with a criminal record. Moreover, the organization was approaching its fortieth anniversary and had an opportunity to cast a clear and compelling vision for its next generation.

Under the marketing leadership of BLOOM's founder and president Sara Marlin, Prison Fellowship clarified its mission, vision, and values. Then the team developed a "branded house" strategy that would position Prison Fellowship as a powerful master brand strengthened by well-known ministry sub-brands, including Angel Tree, the popular program that delivers Christmas presents to children on behalf of their incarcerated parents.

A redefined brand identity emphasized the brand's core emotional and functional benefits of hope and new opportunity, and the core brand experience of restoration. With a new visual identity and messaging guide designed to clearly convey these brand promises and resonate with today's audiences, the organization introduced its updated brand as part of its fortieth anniversary kickoff. Prison Fellowship enjoyed a smooth brand introduction that was enthusiastically received by both its traditional followers and new target audiences, resulting in increased visibility, favor, and engagement for the organization.