The project is an analysis of Dallas Challenge’s current image through a stakeholder assessment. Following the assessment, we will provide strategies and tactics that Dallas Challenge can incorporate in order to successfully complete the rebranding process. This project is important to our client because they want to remain a competitive service provider in the Dallas--‐Fort Worth area. They want their image to portray their services and mission more accurately so that they can better serve at--‐risk youth. By providing rebranding strategies, Dallas Challenge stakeholders will have a more concrete perception of the client’s identity and the scope of their program services.