ARISE

After nearly four decades of service, Crisis Shelter of Lawrence County was trusted in its community, but misunderstood. The organization provided trauma-informed, all-inclusive services including advocacy, prevention, and education. Yet in the public eye, it was still seen as “just a shelter.” As the nonprofit prepared to celebrate its 40th anniversary, it became clear that the name and visual identity no longer reflected the breadth or philosophy of its work. In a tight-knit, conservative region like Lawrence County, rebranding required a high level of trust, care, and strategic clarity.

My Work
• Facilitated interviews and workshops with staff, board, and stakeholders to surface pain points, values, and aspirations
Conducted community perception audits and internal alignment assessments
• Synthesized survey responses to validate the name and brand direction
• Co-developed messaging architecture and tone strategy with the copywriting lead
• Advised on brand rollout strategy and contributed a video proposal drawing on personal ties to the mission and region

The organization launched its new name, ARISE, at its 40th Anniversary Jubilee. The rebrand marked a pivotal shift in the public's understanding of its mission, positioning ARISE as a holistic, inclusive, and forward-looking organization. The new identity helped broaden community support, clarify service offerings, and deepen donor and partner relationships.