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

By Christine Weiser

Promoting the new brand
Graceworks spent five months introducing the new name to its nearly 900 employees and 1,000 volunteers, as well as to its donors and the various congregations with which it works.

“We believed it was their role to deliver on our brand commitment,” Blumensheid says. “If your internal people aren’t committed, you won’t have a strong brand experience.”