The non-profit world is a competitive one, especially in lean times. Worthy organizations must jockey for limited funds, so branding and messaging count more than ever. Mercer Island Youth and Family Services (MIYFS) is one of Mercer Island’s oldest and most respected non-profit organizations, but their brand needed a refresh as they entered a new cycle of fundraising. There was confusion about which services they offered and how they were funded. GKD helped reorganize their services into three simple categories, with more concise and understandable descriptors. Then we designed a new brand vocabulary to re-energize the fundraising efforts. Finally we put it all to work on the organization’s primary fundraising piece: a compelling rallying cry for Islanders to help their own.