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

By Christine Weiser

After living with the names for almost a month, the organization arrived at the brand: Graceworks Lutheran Services. It hoped the new name would have broader appeal and project that Graceworks serves people of all religious affiliations.

“The name ‘Graceworks’ reflects the organization’s core theological beliefs,” Smith says. “God gives grace to humanity, and the organization’s works put it into action.”