Juma had a fantastic story, but their branding and marketing materials never lived up to the power of their offering. Since 1993, Juma has helped at-risk, low-income teens turn their lives around through a simple but powerful idea: Help kids help themselves. Juma gives kids a job, a bank account, and financial counseling and support to get them through high school and college. We gave Juma a new identity, collateral, web experience and marketing program featuring Juma students and their personal stories. The work highlights the Juma promise: That everyone can succeed, if they set their sights high.