<b>All royalties from the adoption of this case will be donated to Birchway Niagara. </b><br><br>In March 2023, Women’s Place of South Niagara (Canada), an organization focused on ending abuse and intimate partner violence, rebranded as Birchway Niagara, to better represent what Birchway offered: it was not only a place for women. However, Jennifer Gauthier, its executive director, found herself in the fall of 2023 reflecting on the mixed success of the rebrand. The problem, according to Gauthier, was that “our communication was not as bold as it needed to be to really get the message out there.” Should she back away from the new brand and focus on the organization's core mission or go all-in on the new brand? Was a solution using both goals within one marketing campaign the right way forward? <br><br>