As Nanette Lepore began the search for financial partners, a colleague and I were given the responsibility of re envisioning our brand. The result of this project was not a "rebranding," but rather a "core focusing." To express the new sharper focus, we created a Brand Book. The document highlighted our mission and sense of purpose while identifying our target market and the opportunities ahead. The book served as our brand introduction in every major investor meeting the following year.