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 to inspire an inspirational, joy-filled campaign that looks modern and in line with what today’s fitness audiences are seeking. We called it #WeAreY, which features real people celebrating their achievements by making the Y–in a studio, in a Y facility or in their community.

We used the campaign to refresh the brand colors, photography, and logo usage, while still staying within the strict national YMCA guidelines.

The resulting campaign is vibrant, and already proving to be very effective with recent membership drives.