Anixter Center is the largest not-for-profit community-based rehabilitation agency in Illinois. After 90 years in operation and several mergers, Anixter Center was ripe for a new, meaningful, on-target, and powerful brand. NeigerDesign helped Anixter Center by conducting focus groups and surveys that included an opportunity for all employees, funders and board members to participate. The results were used in the development of their new brand that is based on a kite. A kite flies and needs support to reach its highest potential – to soar! The kite is comprised of triangles whose colors represent the broad array of services available at Anixter Center. A star emerges from the kite to symbolize the ability in each of us to reach our fullest potential.