Known for an Event.
Ready to Be Known for a Mission.
A Familiar Name, But Not for the Right Reasons
For more than 60 years, Gatesway has helped adults with intellectual and developmental disabilities live more independently through housing, employment opportunities and individualized support.
But when we started working together, Gatesway had an interesting challenge.
People knew the name. Many remembered Gatesway's former hot air balloon festival, a popular community fundraiser. But they didn't necessarily know what Gatesway actually did.
That was a problem. Families looking for housing or employment support for a loved one might not realize Gatesway was a resource for them.
Gatesway was also working to strengthen donor relationships and build a more sustainable future.
They came to me for a brand refresh and new website. But as I started asking questions, I realized the challenge was bigger than how their brand looked.
Gatesway wasn't struggling to get its name recognized. It needed people to understand what that name stood for.
Three Things We
Got Clear On
02
Start With the People You're Trying to Reach
I always ask clients a simple question: Who needs to know about you, and what do they need from you?
For Gatesway, our primary audience was families and caregivers searching for support for adults with intellectual and developmental disabilities.
These families weren't looking for clever marketing. They wanted to know their loved one would be safe, respected and have opportunities to live a meaningful life.
That shaped my recommendations for the website.
We made housing, employment and available resources easier to find and understand, with clear ways for families to take the next step.
I also recommended using authentic photography of Gatesway's "Friends," the individuals they serve, at home, at work and enjoying everyday life.
The lesson: Your brand should be built around what your audience needs to know, not just what you want to tell them.
01
Being Known Isn't the Same as Being Understood
One of the first things I explore during my Key Insights process is the gap between how an organization sees itself and how the public sees it.
For Gatesway, that gap was significant.
Internally, they knew the incredible difference they were making in people's lives. But externally, their identity was still closely associated with an event they no longer hosted.
A new logo alone wouldn't fix that.
I recommended a mission-focused brand that would make a stronger connection between the Gatesway name and its housing and employment services.
That meant developing a more distinctive visual identity, clearer messaging and a tagline that helped people understand the organization's purpose.
The lesson: Before you invest in getting more attention, make sure people understand what you want to be known for.
03
A New Brand Needs a Plan to Put It to Work
One thing I tell clients is that launching a new brand isn't the finish line.
For Gatesway, rebuilding awareness and trust would require more than updating its logo and website.
I recommended a coordinated marketing strategy focused on telling real stories, strengthening donor relationships, connecting with families and becoming more visible in the community.
That included public relations, social media, community outreach, donor communications and strategic partnerships.
We also established consistent brand guidelines and marketing materials to help the organization present itself professionally across every touchpoint.
The lesson: A strong brand gives you clarity. A marketing strategy helps you turn that clarity into opportunities.
Clarity Came Before the New Look
I've learned that one of the hardest things for any leader is seeing their organization the way someone else sees it.
You're so close to the work. You know how much you do, how hard your team works and what makes your organization special.
But the people you're trying to reach don't know everything you know.
That's why I start with questions, not design.
With Gatesway, we discovered that the organization didn't simply need more visibility. It needed to change what people associated with its name.
Once we understood that, the direction for the brand became much clearer.
Because great work doesn't speak for itself. That's your brand's job.
From a Recognized Name to a Clearer Mission
Brand Strategy & Key Insights
Identified the disconnect between Gatesway's public recognition and its mission, creating a clear strategy for repositioning the organization.
Brand Refresh &
Visual Identity
Developed and launched a refreshed brand in July 2025, with a more distinctive, mission-focused identity.
Brand Messaging &
Website Development
Launched a new website in July 2025 that made housing, employment and resources easier for families and caregivers to find and understand.
Integrated Marketing Strategy
Developed a roadmap for raising awareness, strengthening relationships and helping Gatesway reconnect with the community.
Do People Know What Makes Your Organization Different?
You may be doing incredible work, but does your brand help people understand it?
If your organization has grown, evolved or become known for something that no longer reflects who you are, I'd love to help you figure out what's next.