I'd say from an Australian perspective there is always a bit of hesitation and tension with our own interactions with our brand. Protecting the dignity or the girls and the true mission of Bloom whilst trying to advocate, fundraise and share that message has always seen us tiptoe a line of communication that rarely leaves any of us feeling fully satisfied. 
That said I think we've done it as well as we could have and I particularly like how internally we're focused on the hope, joy, life and all the positive things happening as a brand, rather than only presenting the negative "mess". 

Personally I've found the "Asia" on the end of Bloom to be a mental barrier to future growth. I've also found our logo to be clunky and not easy work with.