ymca

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research
strategy
visual identity
web
staff training

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Revitalizing America’s oldest YThe YMCA of Greater Boston, the first YMCA in America, selected Minelli, Inc. to redesign their brand image as part of a five-year strategic planning process. Although the organization possessed a high level of name recognition and respect, they were mainly associated in the public’s mind as a “swim-and-gym” facility. This perception overlooked the YMCA’s critical work in youth development and community building. The YMCA of Greater Boston was seeking to build a brand identity that would more fully communicate the breadth of their offerings and depth of their impact while garnering support for an extensive capital campaign.

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