Walk With Them
Urban Saints is a national Christian youth organisation with a deep and respected legacy. Formerly known as Crusaders, it has spent over a century supporting young people and equipping youth leaders across the UK. Urban Saints came to RAW Brothers at a moment of tension. Internally, the organisation carried enormous conviction, care and experience. Externally, it was struggling to clearly articulate who it was for, what it uniquely offered, and where it was heading next.
THE CHALLENGE
Urban Saints faced a fundamental brand question that sat beneath everything else: Are we primarily a movement that reaches young people directly, or a training and resourcing organisation that equips others to do so? Both were true. But saying both meant people understood neither.
Workshops with leadership and staff surfaced a consistent pattern: deep alignment around mission and faith, but fragmentation in language, structure, and perception. Younger youth workers struggled to differentiate Urban Saints from other organisations in a crowded landscape. Long-standing supporters felt disconnected from what the organisation had become. Even internally, there was no single, shared articulation of purpose.
Urban Saints did not need a new message. They needed a clearer one.
THE INSPIRATION
RAW Brothers led a multi-stage brand discovery and strategy process designed to slow the organisation down before speeding it up. We ran leadership and all-staff workshops, conducted brand and communications audits, and facilitated external user testing with youth workers across age ranges and contexts. We mapped the competitive landscape, interrogated brand architecture, and pressure-tested assumptions rather than decorating them.
At every stage, we pushed Urban Saints to resist easy answers and over-reach. A key moment came when the idea of positioning Urban Saints as a “movement” was challenged. While emotionally attractive, the research showed it risked obscuring what Urban Saints actually does best and how it serves the wider church. Instead, we reframed the organisation around a more honest and more powerful idea.
THE RESULTS
The project delivered a clear, unifying idea: Everything you need to disciple young people, everywhere. A focused message for youth leaders, and a simple, compelling call to action:
Walk With Them.
RAW Brothers developed a clear brand strategy, a refreshed positioning, and a confident creative direction. The work aligned leadership and staff around a shared story, sharpened external understanding, and laid a robust foundation for the brand’s visual identity, communications, and digital expression.
Urban Saints engaged RAW Brothers to rebrand our Charity. The results are brilliant and the process was excellent. In fact, they did much more than we were expecting and helped us transition through a significant time of strategic change. The result is that we have been able to reposition ourselves as a Charity, clarify our mission and present a clear and compelling offering through our brand and messaging. RAW Brothers have felt like a part of our team from day one and have been great fun to work with.
Mark Markiewicz - CEO
Play the Youth worker launch film >
As part of the Urban Saints rebrand, the goal was to bring followers and supporters into the next chapter of the organisation’s journey. Many held deep affection for the founding Crusaders name and legacy. RAW Brothers developed the Generations theme to shape a film and communications strategy that honoured this heritage while helping committed supporters step confidently into the future.
