SIM Canada Identity Guidelines
Messaging Pillars

The four major themes that define our brand:

1. Adapting for the future

The good work continues — but it requires change and adaptation.

We are strengthening internally to prepare for the next meaningful adventure in God’s global mission.

2. Honouring legacy while evolving

We are proud of our history and our founders’ example of adaptability.

Just as they developed with their times, we continue to adapt to today’s contexts.

We are making it easier for Canadian Christians to serve wherever God leads.

3. Professional, compassionate service

Our global workers are skilled professionals who bring vocational experience into missions.

We support workers who are trustworthy, highly competent, and deeply compassionate.

We continually learn, grow, and apply best practices for the good of the Kingdom.

4. Discipleship through development

Development is an expression of discipleship — not an end in itself.

We share Christ by doing good work well and proclaiming His good news in every region.

“Where Christ is least known” is a mindset, not just a location — Canada included.

How We Live This Out

We create impact by:

Doing great work that lasts

Demonstrating the goodness of God

Pointing people to Christ

Remaining flexible, not rigid

Going deeper in development and discipleship

We are on the next step of our journey as SIM Canada, asking:

What does it mean to be practitioners today?

What does the mission field look like now?

How do we share Christ in this generation?

Brand Story

SIM began in 1893 when three men followed God’s call to serve where Christ was least known.

Walter Gowans and Thomas Kent died of malaria shortly after arriving in Africa. Rowland Bingham recovered and went on to establish a mission base in Nigeria in 1902, launching SIM’s work.

Bingham led with faith, ingenuity, and adaptability in a rapidly changing world of new technology, war, and shifting church dynamics. He urged believers to “speed up” evangelism as the world accelerated.

Today, the world moves even faster. Missions is no longer “here to there.” It is everywhere to everywhere — including Canada.

This era requires practitioners:
people committed to deep discipleship, excellent development work, integrity, and compassion.

SIM Canada exists to equip and support those called to meaningful, skillful service — not short-term trips, but a lifestyle of mission.

Our work spans health care, education, sustainability, anti-trafficking, business development, food security, and more — transforming communities and hearts for Christ.

For over 130 years, it has been our honour to serve where Christ is least known — and it remains so today.

Call to Action

Go deeper with us in serving where Christ is least known.

The mission field has changed — and so must our skills, commitment, and approach.

We provide:

realistic expectations

strong support

professional resources

meaningful opportunities

We are not just an agency — we are a family.

Together, we turn the foreign into familiar, building connection, good work, and lasting impact for the Kingdom.

Taglines

Primary:
Serving where Christ is least known

Supplemental:
Skillfully Serving in Development and Discipleship

Brand Personality

Principled and flexible – rooted in Scripture, collaborative in practice
Focused and adaptive – serious about mission, open to change
Established and innovative – grounded in legacy, moving forward wisely
Hopeful, contextual, and driven – speaking to Canadians with purpose

Our Values

Dependent on God

Diverse

Disisciples who make disciples

Church-centered

Compassionate

Community

Vision

To see a witness to Christ’s love where He is least known, disciples expressing God’s love in their communities, and Christ-centered churches among all peoples.

Brand Promise / Positioning

Since 1893, SIM Canada has brought the good news of Jesus Christ to the world.

We equip Canadian Christians to use their skills and faith in immersive, meaningful mission work — creating lasting impact through discipleship and development.

SIM Canada offers missions not as a trip, but as a way of life.