WorldCrafts underwent rebranding in 2010, which resulted in a new vision, mission statement, tagline, logo and colors.
The new WorldCrafts mission statement is, "WorldCrafts and its local partners develop fair-trade businesses that provide sustainable income and offer eternal hope for impoverished people throughout the world."
"WorldCrafts represents artisans whose skills are extraordinary," said Andrea Mullins, WorldCrafts director. "Our desire is to tell their stories and show their crafts in ways that help our customers understand the needs, the quality of the crafts and the resulting change that comes from the purchase of a WorldCrafts product. Every story is one of dignity and hope because of the ministry of WorldCrafts."
With a new brand and website in place, WorldCrafts' goal is not only to strengthen relationships with its current customer base but also to reach out to potential customers, including those not familiar with Woman's Missionary Union or the Southern Baptist Convention but are interested in fair trade, world impact and ministry.
Ashley Stephens is a writer for WMU.
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