Reconciliation Services is an organization devoted to community building on Troost Avenue - historically a racial dividing line in Kansas City. It was through interviewing two particular workers and talking to numbers of their clients that we discovered the key to their success was their core value of respect. It was this practice at the heart of their work that brought out the beauty and strength of their clients. It was the inspiration of a new logo mark. Telling stories of these courageous people—bringing them to the fore front and setting the org in the background—was also an act of respect and inspired the creation of a new story based website, marketing collateral and email newsletter. In just over 1 year they were attracting 18K likes per Facebook post.