Erin and Brent Weidemann came to BLVR with a complex brand ecosystem – There was Erin’s successful speaking career, a growing book series – The Adventures of Rooney Cruz, an inspiring podcast “Heroes For Her” and an expanding range of content focused on raising young daughters. Their products were top notch but each brand was not living up to its full potential.
Audience segmentation revealed millennial mom’s were fighting every day for their daughters to be full of worth but they lacked a framework or any kind of training on how to do that. In effect they were ‘winging it’ and that created a tension that made this audience question if they were being the best mom they could be.
We began with the goal to create a belief-led, mom-powered movement that could lift our daughters up and show them their true worth. We created a new name for our company – Truth Becomes Her – which showed the physical and emotional process of moms guiding their daughters to walk in truth. Around this, we built a modern brand identity and art direction that built on our story with a 3 fold analogy demonstrating the relationship between mom, her daughter and Christ. We developed a new business model with the Client that expanded their product stream to include education, training and experiential products that lived and breathed the new brand story.