Lutheran Social Services of Mid-America sheds its long, confusing name and opts for a sleek, more focused brand.

By Christine Weiser

“The new brand helped us to introduce a theme for our ad campaign, which will run throughout the year,” Blumensheid says. “We have also integrated the new name and common messages throughout our publications. We’re still revising brochures and are overhauling the Web site — making each page more uniform with common messaging.”