Gender identity is not visible. We shouldn't assume we know a person's gender — or their choice of pronouns — simply by looking at them or their name. Some of the people we feature in our institution's communications and marketing materials may not identify as male (he/him/his) or female (she/her/hers). Some of these nonbinary individuals prefer gender-neutral pronouns (they/them/their). Using a person's desired pronouns is a form of mutual respect. Conversely, the experience of misgendering someone can be embarrassing for both parties, causing tension and leading to communication breakdowns with our campus partners and our target audiences. This session will explore how James Madison University's Office of Marketing and Branding has come to refer to LGBTQ+ members of the JMU family in our storytelling. It includes a cautionary tale of an editing gaffe involving a profile of an alum in the pages of Madison magazine, as well as our subsequent commitment to work with the university's Sexual Orientation, Gender Identity and Expression (SOGIE) office to educate both our staff and our audiences on gender identity and expression, and culminating in changes to JMU's Editorial Style Guide.