St. Martin’s Hospitality Center is the largest provider of homeless services in the Albuquerque metro area. But the name was confusing. Donors and grantors gave feedback that they thought the organization was either a religious organization or a healthcare organization. The Sunny505 team conducted market research and worked with the client management team to create a new name – HopeWorks – which better matched the organization and its mission. Additionally, we created all new branding, a new website and held news conferences to unveil the new name to the community.