The best renaming project I've ever been a part of

Paul Newman. Not a guy whose legacy you want to fool around with. In 2011, I worked with his non-profit, formerly named Association of Hole in the Wall Camps, to come up with a new name that fit the spirit and mission of this amazing organization. I met camp CEOs from all around the world, and got to visit the original camp in Connecticut. In short, it ruled. And the final name is one I'm thrilled with: Serious Fun. It speaks to Paul Newman's vision for creating a place where kids with serious illnesses could leave all that at the door and raise a little hell.

The work we did at Interbrand, in the renaming, redesigning, and developing content for the brand, has been recognized with a distinction by the 2013 Rebrand 100. You can also see a great brand video, written by my colleagues at Interbrand, that tells the whole story.