American Student Assistance had always offered far more than financial aid, but the name and brand never quite captured the scope of their offerings. I was fortunate to help rebrand the organization to Britebound, developing the new name, website copy, and brand messaging framework. They do awesome work and we wanted to create a clearer, more human story around helping students explore possibilities, discover their purpose, and navigate the path ahead. The result was a name and presence that finally reflected the heart of the organization, helping students find their why and find their way.