YMCA Brand Positioning

Part 2: Repositioning

YMCA of the North (YOTN) is a top three YMCA in the United States and top five in the world. This status creates a lot of visibility and sets an expectation of leadership. The federated model YMCAs operates under also comes expectations about how we present ourselves. We were tasked with navigating the space between presenting the unique nature of YOTN and maintaining compliance with our Y-USA charter.

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.

Messaging + Creative Direction

Like our Virtual Y campaign, the ‘what moves you?’ messaging puts the focus on the customer’s experience, which is grounded in joy and the sense of community YMCA’s are known for creating. This message is complimented by the use of our program area colorways and gold accents (P1) set atop beautiful full-color photography (P2).