Soles4Souls, a nonprofit that provides proper shoes and clothing to millions facing economic hardship, had a complicated mission. To uncomplicate it, we landed on a benefit common to all areas of assistance: opening doors of opportunity. To communicate ‘opportunity’ simply and tangibly, we reimagined the familiar “No Shirt. No Shoes. No Service” sign by replacing “No Service.” with “No Employment”, “No Home”, and “No Future” – as a result, Soles4Souls moved from 5th to 4th in Awareness amongst competitors.