We created a new brand identity and creative campaign for  the YMCA of Greater New York, called #WeAreY, designed  to engage real New Yorkers and drive membership.

Through brand strategy work, we designed the Y’s unique  brand position, “A joyful celebration of individual and  community achievement,” and used it as the foundation for  an inspirational, joy-filled brand and campaign that looks  modern and in line with what today’s fitness audiences are  seeking.

We used the campaign to refresh the brand colors,  photography, and logo usage, while still staying within the strict national YMCA guidelines.