The 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 that included the addition of a new facility on the Rose Fitzgerald Kennedy Greenway. Enjoying a high level of name recognition and respect, the organization was mainly associated in the public’s mind as a “swim-and-gym” facility, a misperception that overlooked the YMCA’s critical work in youth development and community building initiatives. The YMCA of Greater Boston’s new brand identity fully communicates the breadth of their offerings and depth of their image while also garnering support for an extensive capital campaign.
