As we begun our work together, we began a large audit of all of GTA’s marketing and communication efforts, as well as the current brand that they seemed to be hanging their hat on. After much research, many meetings and brainstorming sessions, we found out a key component of the problem: GTA saw and talked about themselves from an internal perspective. Most of their marketing talked about the projects they supported and the partnerships they had. The main problem with this was that they were leaving out a huge component of how their audience could enter their story, which was their retail stores. We set forth a vision that shifted their organizational brand and marketing from being a traditional nonprofit making a difference that just asked for donations, to being a retail store nonprofit for public lands. Once this shift occured, it opened up a tremendous amount of growth and success potential by just asking their audience to come alongside them by shopping at their stores. All of a sudden, their audince had a reason to pay attention and interact with them.