When I undertake to rebrand an organization, it’s always important to consult with key stakeholders. Sometimes in the social services sector client privacy issues are a concern. Fortunately, I was granted exceptional access to the women and their children living at the shelter. I facilitated a creative brainstorming session with the brave women and their children at the shelter, as well as with shelter staff on a separate occasion. These consultations were rich in insight and greatly contributed to setting the correct tone. Additionally, I conducted an in-depth competitive environment scan that revealed jarringly out of sync imagery prevalent in the sector, which had a direct influence on the creative direction of the rebrand. My findings and recommendations were presented in a written report before proceeding with the creative development phase of the project