Currently the most public representation of our NGO brand speaks of "training and employment to trauma survivors or survivors of exploitation". It touches lightly on the backgrounds of our beneficiaries but leans more heavily into what Bloom provides - literacy, vocational training, counselling and employment. 
As it evolves I see Bloom balancing the scales a bit to share more of the true nature of its beneficiaries whilst at the same time being an educating platform as to what sex-trafficking survivors need to build a new life. "rescue is a moment - restoration is a complex journey" sort of message. I see the focus shifting a little further away from "the cakes" and more towards the programs and services happening for survivors (including employment). I see Bloom running a diverse range of employment and training centres in the future and these being less of a feature than the cake shop is at the moment within the NGO message/brand..