What looks like a simple logo can be an invitation to millions.

In 2021, we partnered with Alliance for the Unreached on a project that ended up going further than any of us expected.

Through brand strategy, audience research, end-user testing, and creative design, we helped birth the A Third of Us brand, a name, a symbol, and a rallying cry for organizations reaching the world's unreached people groups.

The Concept Caught On Immediately

At the first International Day for the Unreached, the A Third of Us brand generated 2.8 million impressions and 1,000+ social posts using #AThirdofUs. Year two brought 3.2 million more over two months.

• Over 6 million total impressions
• Over 2,000 #AThirdofUs hashtag uses
• Alliance's email list doubled in 3 months

All of it started with a name and a symbol.

What Branding Can Do

That's what branding can do when it gets the mission right. It gives a movement shared language that ordinary people can carry and make their own.

Which is exactly what this mission deserves.

What's Next

And now as Missio Nexus has taken new ownership of the A Third of Us brand, we're excited to be working alongside Creative Nomads to refresh the look once more and get it back out into the world for more impact.

Stay tuned for the big reveal as we get closer to International Day for the Unreached in May.

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