When Good for Business began working with the Wisconsin Coordinating Council on Nicaragua last year, they were an organization at the crossroads of change. With a 25-year history of activism in Nicaragua, the group had shifted its primary focus to microcredit lending and was about to extend its aid operations into Guatemala, El Salvador and Honduras. Taking the key organizational leaders through our Cause for Creative process helped them unearth WCCN's primary benefit, "personally connecting to create economic opportunities in Latin America." And "connect" really is the key word here: The conduit for millions in investments since 1990, WCCN has been connecting investors and entrepreneurs, working capital and working people, in ways that help the disadvantaged work for a better future. From this cause platform, Good for Business was able to create a new, comprehensive visual identity that reflects the organization's broader focus and its new name: "Working Capital for Community Needs." Initial communications materials include an identity package and introductory collateral that will tell the group's story and underscore the vital connections that make WCCN's important work possible. For many, WCCN is the connection from poverty to prosperity.