We were engaged by the GAR Foundation to help rename and remarket their non-profit organization. They were originally founded as the Glendale Association for the Retarded. Back when they were created, “retarded” was a clinical medical term, and was appropriate. But as times have changed, the term has fallen out of political correctness. So we did research, interviewed administrators, donors, and community leaders to explore new directions. Based on our findings, and recommendations, we orchestrated a meeting with the Campbell family, the founders of the organization, and from that came the newly named Campbell Center. Logos, collateral, signage, and more were part of the project, as was creating their new battle cry…Empowering Adults With Developmental Disabilities!