The official brand positioning campaign for YMCA of the North is the capstone for all the work leading up to it, including website transformation, brand pre-positioning, and Virtual Y.
COVID proved the need for hybrid experiences to support acquisition and retention, which led us to create Virtual Y.
In strategy, voice, and vision, the foundation for our brand repositioning work was built through the time, trial, and perspiration we put into determining what works (and how it works together).
Prior to the Y-USA platform transition, I proposed a way to reimagine and streamline Open Y, which I set out to prove as an MVP initiative for YMCA of the North (YOTN) that quickly took hold.