The goal of the Cherokee Gives Back campaign was to recruit volunteer interns for its project in Ethiopia. It cried out for a well-crafted wordmark or tagline that would synch well with the psyche of the college-age-plus prospects. It should create an immediate association with the program’s wonderful opportunity to engage the world and for the prospect to “make a difference, make their mark” in this area of the world so desperately in need of guidance as it began the transition into the modern age of global opportunity. Importantly, it should trigger an innate opportunity for adventure with a group of like-minded young professionals sharing the same sense of making a difference.