Virtual Y

COVID proved the need for hybrid experiences to support acquisition and retention, which inspired us to create Virtual Y. Free with every YMCA of the North membership, Virtual Y’s best-in-class products and content are the easiest (and least expensive) way to connect with (and stay connected to) the YMCA.

Digital Product (and Content)

Originally created as a Web app, Virtual Y has seen strong growth and increased use by introducing the first native iOS and Android apps created by a YMCA (and not white labeled).

My role largely centered around digital product strategy, direction, and design grounded in a device agnostic design system that created Web-first experiences to maximize reach and test new ideas using the most accessible format. And while I did not lead the video creation team, I was a creative partner, strong team advocate, instrumental partner in securing the funds needed to support two state-of-the art video recording studios, several custom content series, and music licensing to help YOTN produce more and better content than its peers.

Marketing Kits

We also developed a brand identity and customizable marketing templates to support it, including a customer-focused message and ‘gold’ double chevron graphics placed over high-impact studio images of our most popular instructors (which were easily interchangeable).