Your institution just celebrated its 50th Anniversary, is in the thick of developing a new strategic plan, and is in a major website redesign. And your board of trustees decides to change your institution’s name by dropping the word “community.” Whew! Hear how Oakton College approached this monumental task. We implemented a brand refresh, strengthened our brand relevance, aligned institutional efforts, and doubled down on community. We will share how we approached this work: the wins, the challenges, the lessons learned, and how we rolled out our brand launch.