| YMCA
2011 REBRAND 100 > merit Enterprise Rebrand Country Base: USA Industry/Sector: Associations, Foundations, Non-Profits, Sports, Exercise, Health Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting For over 160 years, the Y has been a part of the fabric of our communities, responding to our most pressing social needs. With more than 2,600 Ys across the nation, YMCA of the USA engages 21 million men, women and children, making it the nation’s leading nonprofit organization. Challenge Despite nearly universal awareness, few people understood the breadth and depth of the Y’s impact. Research showed that most people associated the Y primarily with swimming and fitness programs rather than a cause. Y-USA needed a consistent, inspirational brand platform to elevate the YMCA’s cause and areas of focus. Strategy An extensive qualitative and quantitative market research initiative revealed that while offerings may differ from Y to Y, one thing remains shared—a commitment to strengthening community through three key areas: youth development, healthy living and social responsibility. These insights led to the development of a refreshed brand platform, brand architecture and nomenclature system. Designers created a new visual identity that is bold, active and welcoming—representing the Y’s commitment to social progress. The logo, was refreshed to reflect the public’s reference to the brand as “the Y,” and is set in multicolored combinations to symbolize the diversity and vibrancy inherent in the organization and its communities Result What began as a public awareness campaign resulted in a complete brand revitalization. The refreshed brand launched in July 2010 at the National Press Club in Washington DC. Press coverage included features in The New York Times, TIME Magazine, and regional media outlets across the nation. The Y continues to roll-out the brand to its locations nationally. Credits: Client: YMCA - www.ymca.org Brand Strategists/Designers: Siegel+Gale - www.siegelgale.com Creative Director: Doug Sellers Design Director: Michelle Matthews Senior Designer: Lana Roulhac Director, Creative Services:Steffanie Haase Senior Production Designer: Jensen Piangporn Global Director, Dynamic Media: Thomas Mueller Creative Dirctor, Interactive: Rich Pasqua Research Director: Rolf Wulfsberg Senior Strategist: Hayley Berlent Analyst: Nancy Hansell Senior Writer: Gregory Edwards Information Architect: Leanne Libert Account Coordinator, Simplification: Carl Roberts Account Director: Evan Molho Project Manager: Colleen Delaney [back] |
