The company is undergoing a rebranding process to update their brand identity. This includes creating new brand collateral, developing a new brand positioning strategy, and creating a new visual identity. The website and marketing materials are in the process of being updated to reflect the new brand identity, which will be implemented across all communications. The goal is to create a cohesive and effective brand identity that accurately reflects the company's purpose, values, and family-oriented focus, and that appeals to their target audience.