The Communiity Counselling and Resource Centre (CCRC) offers support, credit and financial management, access to housing and connection with the community to vulnerable residents of Peterborough, Ontario. To mark CCRC’s 60th anniversary, the organization undertook an extensive rebranding consultation with my associates at Laridae Communications. I was entrusted with distilling findings into a fresh and uplifting new logo. Happily, CCRC opted to include the evocative tagline “Turning Things Around” in the visual identity. A meaningful tagline is a great asset when designing an acronym-based logo and this one was rich in possibilities. CCRC chose a “turning over a new leaf” concept I presented which ties in neatly with the very real effect they have on their client’s lives.