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

By Christine Weiser

Graceworks also did extensive brand training for its employees and volunteers. This entailed a 45-minute training session that explained what the new brand was, why it changed, what would change (the name), what would remain the same (the mission), and what their role was. The name change also inspired new publicity campaigns.