The Y is an iconic American institution with roots all the way back to the 19th century. However, their recent digital presence had become stale. Our VML team led an exciting digital transformation, following on the heels of a new brand evolution the Y team had just completed. After a deep and holistic digital discovery effort, we set forth re-thinking every aspect of their national website and digital brand, culminating in a heralded launch at YMCA.org and an exhaustive new set of digital guidelines intended to guide digital brand application for YMCA chapters across the country.
After our work for the national Y, we partnered with the YMCA of Louisville as a trial example for how to apply our new digital direction to individual chapters, and for how to roll out the digital brand in the grassroots style appropriate for the organization.
Team: Jill Hewitt, Ross Gehm, Hank Zerbe, Joe Michaelson
