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LIGHTHOUSE ACADEMY AT NEWBURG, a non-profit organization in Louisville, provides a free after-school program for elementary and middle school students from the Newburg area. Lighthouse focuses on homework completion, reading, and math tutoring while offering activities and free meals to the kids that attend. There is a waitlist to enroll, but that is hardly a surprise with how great the program is. Due to the waitlist, parents and their kids are not a top priority target audience in terms of marketing. However, volunteers and donors are much needed to keep making Lighthouse the spectacular place it is. This rebrand aims to make Lighthouse feel refreshed, professional, and fun. The target audience needs to perceive Lighthouse as a brand they can trust to deliver the best service for kids in their community.