The YMCA of New York needed a brand strategy and creative campaign that is authentic and trustworthy, while communicating that the iconic institution meets the modern health and fitness lifestyle needs of their consumers.
We designed the Y’s unique brand position, “A joyful celebration of individual and community achievement,” and used it as the foundation for an inspirational, joy-filled campaign that looks modern and in line with what today’s fitness audiences are seeking.
We refreshed the brand colors, photography, and logo usage, while still staying within the strict national YMCA guidelines.
The resulting #WeAreY campaign, which features real people celebrating their achievements in a Y facility or in their community, has already proven to be very effective with recent membership drives.
