| YMCA of Greater Boston
2010 REBRAND 100 Winners > merit
Industry: Social Services
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - The YMCA of Greater Boston, the first YMCA in the United States, is one of the largest urban Y’s in the nation. The Y is a center for community life for individuals and families and is the largest provider of after-school programs and childcare in Massachusetts.
Challenge - The organization was mainly associated in the public’s mind as a “swim-and-gym” facility. This association overlooks the YMCA’s critical work in youth development. The Y wanted a brand identity that would more fully communicate the breadth of their offerings and depth of their impact, while garnering support for an extensive capital campaign.
Strategy - Our research revealed that people form strong emotional attachments to the Y and that they view the organization as a crucial part of their personal development. Our key insight was that what happens inside the Y makes a big difference on the world outside.
We brought this idea to life with a compelling visual identity system that uses a series of rotating words with a tagline. Our creative system strikes a balance between the practical and emotional reasons to participate with the Y. This system was introduced to several hundred staff members over two days of training.
Result - Our engagement with the Y board and staff during the rebrand created critical internal alignment and renewed focus on revitalizing an established organization. The cohesive visual and verbal identity system we designed has allowed a complex organization with multiple programs and branches to speak in a consistent voice with a simple and powerful message.
Credits:
Client: YMCA of Greater Boston - www.ymcaboston.org
Brand Strategists/Designers:Minelli Inc - www.minelli.com
President and Creative Director: Mark Minelli
Brand Strategists: Emily Kaplan, Mark Ruckman, Pamela de Oliveira- Smith
Designers: Yuko Inagaki, Trisha Leavitt
Copywriters: Emily Kaplan, Mark Ruckman, Pamela de Oliveira- Smith
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