PROBLEM

YMCA of the North recently underwent a successful repositioning campaign to better articulate its brand through the lens of personal movement, motivation, and belonging. The campaign “What Moves You?” captures this evolution and their overall brand message of “One Y” emphasizes that the YMCA is a place of belonging for all people at every stage of life. However, the complexity and breadth of the Y’s offerings still created confusion among internal and external audiences.

SOLUTION

Create a clear overview piece that communicates the YOTN’s offerings in a unified, emotionally compelling, audience-friendly way. On a deeper level, get to the heart of the Y’s identity and what they truly are to the community. This piece would serve as a flagship expression, helping internal teams, donors, partners, and the general public grasp the scope and spirit of the Y.

RESULTS

Through collaboration and a great deal of reflection from the Y, the vision unfolded. An engaging, impactful, double-gatefold brochure emerged. It acknowledges the Y’s history while telling the story of the modern and relevant brand they are today. More than a marketing piece, it is a narrative tool built to translate complexity into clarity, helping the Y and others see who they are, and builds a foundation for future messaging and creative efforts.