Cornerstones needed to target a broader audience. Donations were decreasing with their current base, which skewed older. The 24- 38 year olds, however, viewed historic preservation as historic. It lacked relevance - a sense of the present vs. the past. We updated the colors. Incorporated a contemporary, sans serif typeface. Stacked it to symbolize a rebuilding or rebirth. And tagged the campaign with a new line -"Historic Preservation Is Present Tense."