Alex’s Lemonade Stand Foundation was always more than just another lemonade stand. And after 20 years at the frontline of fighting childhood cancer and evolving what it means to “make change,” the foundation was ready for an evolution of its own. We conducted a competitive audit and combined our findings with secondary analysis of nonprofits to land on a new strategic territory. Keeping Alex’s original vision in mind, we then developed communication guidelines and created a new visual identity, including a refreshed logo to champion the foundation’s forward-looking legacy.