Ormond Center at Duke Divinity School

Branding a new approach to building thriving communities


  1. Brand Platform
  2. Brand Expression


Communities across the country face complex, systemic issues at an unprecedented scale: homelessness, the opioid crisis, widespread depression, and the list goes on. These challenges present unique opportunities for local institutions to step in and help.

An imaginative future

These challenges reveal the community’s deep physical and spiritual needs. Even though churches can meet these needs in a unique way, they are not doing all they can.

The Ormond Center at Duke Divinity School bridges the gap between local churches and the community’s needs. Their work is based on decades of research that gives communities an imagination for the future, ignites passions, and provides tactical steps.

Forming relationships to create thriving communities

At their core, Ormond Center connects seemingly disparate organizations, people, networks, and ideas to create solutions that these groups wouldn’t find independently.

FiveStone created a brand strategy, digital strategy, and visual expression that builds off the aspects of forming relationship, deep connectivity, and the power of congregants and communities working together. In the end, the new brand places a spotlight on the stories, relationships, and experiences behind both the challenges of communities and the solutions developed by Ormond Center.

"What we do at Ormond Center is deep, complex, and thoughtful work. Because of this it can be difficult to grasp at a quick glance. FiveStone listened to us, asked us tough questions, and really understood our unique approach. Because of this they were able to distill what we did in a way that better communicated to our constituents without losing the meaning."

Josh Yates | Executive Director of Ormond Center at Duke Divinity School

Hello, so nice to meet you. Tell us a bit about yourself.