The project began with rapid research and discovery with the C-IT team, including folks who provide direct service, to understand goals, opportunities and barriers for the service and its important impact on families. The discovery also included a review of all of the program’s materials, a sector scan and deep dive into insights provided by C-IT families . This process led to a recommendation to reintroduce the service to the community with a consistent and compelling name and brand. A comprehensive brand position was developed to define its value proposition generally and for each key audience. The new name and brand position was the anchor for the development of a marketing and communications plan that allows each partner agency to spread awareness of the service through a variety of digital and in-person activities including a new website, marketing materials and communication resources. The brand and tools now support the collaborative team in reaching children, youth and families who are in need of support in London and surrounding communities.