“Pen Air was financially successful when I got here and was known in the community, but we weren’t very consistent in our brand, or what our volunteerism looked like. When I talked to staff about who we were, I’d get 350 different answers. There was no clear message for who …

“I talked with Stu about recent ideas I had learned of doing a complete organization-wide ‘transformational rebrand.’ When we looked at our advertising and messaging, we realized there was no personality and no true identity. We were trying to be all things to all people.”