This is our favorite kind of project - the kind where the client says "Have At It" and we get the freedom to create. When the YMCA came to us with this project - we saw it as an opportunity to Re-Brand the YMCA's local image to appeal to multiple levels of potential members.

The message is still "Strong Kids, Strong Families, Strong Communities", but the medium combines raw energy and a bold re-rendering of the "Y"s image, to increase the appeal to younger generations - with heritage and cross cultural strength, drawing the more mature generations ("I include my thirty-something self it this category - before you get your dander up." J.S.) by reinforcing the positive image of the YMCA they grew up with and showing the "y" is still where to find it.

 

But, of course, having a strong belief in the organization helped us a bit.