The Youth Services Bureau of Ottawa approached us (BSL to engage in a full rebrand of their 50-year-old, not-for-profit organization. In response we developed a comprehensive strategy that positions the YSB as a trusted place for troubled youth and their families to seek help, advice and learn the skills that will empower them to build a brighter future. The unveil of the new brand was also applied to the YSB's online presence, with a complete redesign and rebuild of their website (conducted by BSL). The new site was built to reflect the new brand identity and provide real utility for youth. A widget was developed to help youth get to the services they need. This widget was presented with high visibility on the site homepage and on other pages in the site where youth would visit. Also, the site provides a framework for stories and websites developed by youth who receive YSB services. The site highlights many youth-centred initiatives on the homepage. The Help Us Make an Impact section of the site is the home for the newly created YSB Charitable Foundation. It engages potential and existing donors by focusing on the real impact that the YSB makes in the community; provides an area to talk about donors, and invites participation through calls-to-action and by signing up for the YSB newsletter. It should come as no surprise that a community organization like the YSB would also provide plenty of opportunity for community generated content. The Stories section of the site showcases the experiences of many young people’s contact with the YSB over the decades. The site provides a tool to invite users to submit stories. Built in CMSMS, the new YSB website was designed to be updated frequently, in such areas as “What’s New”, where upcoming events and media releases can be posted on a regular basis. The structure also allows for e-newsletters, online donation and survey tools, and access to social media environments – all elements that work to foster stronger relationships with audiences, and achieve greater visibility throughout the online community.