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Washington Attorneys Assisting Community Organizations, or WAACO, was plagued with a challenging name and unfortunate brand equity in its acronym. Neither the name nor the abbreviation adequately reflected the value and impact of the services this organization provides or helped it recruit skilled volunteer attorneys. We worked directly with the all-volunteer board to rename and rebrand the organization. The new identity - Wayfind - has led to a resurgence in interest and provided a strong foundation for fundraising and program growth.

Visit the Wayfind website.


  • Strategic Naming/Brand Platform Development
  • Logo Design
  • Copywriting
  • Graphic Design & Print Production Management
  • Web Development
  • Collateral Design