To gain a sense of the existing awareness and perception of the Tammy Lynn Center, Anoroc conducted Discovery Research to determine what Tammy Lynn gave those they served and what this organization has meant in the lives they touched. Research included focus groups with the staff, donors, families of those served, and the Board of Directors and DNA and Brand Discovery Workshops. The Discovery Research allowed us to unearth key drivers that would steer the rename and rebranding. We discovered what The Tammy Lynn Center meant to the lives they touched well beyond the services they provided. Brand Workshops enabled in depth conversations focused on how to maintain the inherent brand affinity, built over the past 50 years, while also having the courage to have new conversations about who the Tammy Lynn Center was becoming. Insights gained drove the name concepting—an extremely involved process that consisted of months of research, whiteboarding, and some…interesting ideas (We’re firm believers of the ‘no bad ideas’ mantra here at Anoroc). The resulting name offered deep, timeless, and positive brand connection. A accompanying tagline and mission statement update now expressed not only who the Tammy Lynn Center was and their brand promise, but who they are elevating to become—now, and in the years to come.