a nonprofit organizat ion wit h a mi s s i o n t o er ad icat e pover t y wherever i t res i d es
Artisans pictured are from Bangladesh, Kenya, and Ecuador.
Q U A RT ERLY NEW SLET T E R SPRI NG 2015
INSIDE: >Creating opportunity in the West Bank >Artisans benefit from fair trade bonuses >MarketPlace: Handwork of India founder reflects on 35 years of impact >Serrv introduces a new organic tea
Introducing our new brand identity As we uphold Serrv’s ongoing mission to eradicate poverty wherever it resides, we continuously challenge ourselves to improve the way we market products on behalf of our artisan and farmer partners. As part of our strategy to reach a broader audience and communicate clearly who we are and what we do, we’ve taken the step of rebranding the look and feel of our communications. We are excited to introduce our new logo and branding this spring season! The past couple of years have brought a healthy amount of internal reflection and analysis to our organization, as well as market research to find better ways to connect with customers. We were fortunate to have the help of an excellent consultant, Bruce McKinnon of Mission Brand, to work with us on a brand audit and future recommendations. His work with focus groups and positioning strategy provided insight into our customer base and how we can further appeal to and reach them. With additional research, outside assistance, and the expertise of our board of directors, we were able to create a revitalized brand strategy that moves us towards our vision for Serrv in the future and emphasizes what is important to us as a global community. The most exciting element of the new Serrv logo is what we call the “connections mark.” The eight connected links represent the eight core values of Serrv’s global community. Our community includes artisan and farmer partners, customers, donors, lenders, volunteers, fair trade allies, and staff. Our core values are what we stand for as a fair trade organization dedicated to lifting disadvantaged artisans and