At 7,000 literacy narratives and counting, it is becoming clear to Digital Archive of Literacy Narratives (DALN) co-directors Michael Harker and Ben McCorkle that the Archive's joint commitment to preserving and sharing stories make it a valuable and important resource to their profession and the public. And while the DALN's mission remains to "provide a historical record of the literacy practices and values of contributors, as those practices and values change" (Digital Archive of Literacy Narratives) shifts along with the political climate and changes in attitudes about the relationships of technology to literacy, learning, and schooling invite them to rethink and reenvision the form and function of the DALN. This brief article gives a glimpse into how the co-directors have rethought the DALN brand with the sensibilities of public utilities in mind by way of ongoing visual redesign of the site as well as element changes related to functionality and overall user experience.