Truth, beautifully told.

A flexible, audience-focused approach to brand for CTS

CTS – The Catholic Truth Society have been publishing Catholic materials for over 150 years, and are the publishers to the Holy See in the UK. And while they were well known and loved by their core audiences of parish priests and committed Catholics, their mission and strategic aims focussed on reaching younger, less engaged, and even entirely non-churchgoing folk. And their brand simply wasn’t fit for that purpose.

We quickly realised that a straightforward positioning that would work equally well for two audience groups with such specific needs and sensitivities wasn’t going to work. Everything, from the words they used, to the way they looked, even to what they called themselves, needed to be different for each group. So we developed a modular approach, allowing them to mix and match elements from two distinct toolkits to create collateral and publications specifically tailored to the needs of the audience for each piece.

This approach extended to the master logo – comprised of two or three elements, and borrowing cues from precious metal hallmarks – a stamp of authority and authenticity which is important for all.

What We Did

  • – Brand strategy
  • – Brand identity
  • – Copywriting
  • – User experience
  • – Web design
CTS brand rationale
Overarching brand idea: one organisations, two voices, in harmony
Catholic Truth Society logo
CTS logo blocks
Catholic images
CTS stationery
Book covers
Book covers and reverse for Catholic Truth Society
CTS 150s site


Photography: Marcin Mazur for the Catholic Bishops’ Conference of England and Wales.

Website development: Subzero studio


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