Courage MKE helps LGBTQ+ kids feel safe and accepted in Milwaukee. They wanted to expand their geography, so they needed a new name and brand identity. But any change can upset or confuse donors and clients (the kids). So we replaced MKE with the plus sign from LGBTQ+ and created a new name: Courage+. In a way, this new name is now an equation that a kid can solve: Courage plus anyone and everyone who wants to be feel accepted and loved.