AcruxKC chose to rebrand and rename itself because the original Baptist-Trinity Lutheran Legacy Foundation brand no longer communicated the right message to their audience. With this new brand and the legacy of BTLLF in mind, AcruxKC continues to help a nondenominational audience as well as seeks to welcome a new audience that now feels accepted by their new brand. At the same time, we found that it was crucial to rename and rebrand Acrux’s sister organization, KC Medicine Cabinet. KCMC also wasn’t communicating the right message. The new name and brand, Access KC, now speaks more clearly to what they do and their interaction with the community.