Challenge:

The YWCA lived in the shadow of the YMCA, with the general public having a limited understanding of YWCA’s extensive social justice work. Additionally, the national brand identity was two-dimensional, and the brand message/marketing often defaulted to promoting programs versus leading with a strong voice and position about current social issues. To garner greater support and be considered a thought leader who is working towards systemic change, the YWCA USA (which manages the national brand, messaging, and social channels) needed to find its voice and build credibility as a national organization working towards gender and racial equity.

The solution:

• Brand Positioning— We created a positioning strategy that helped align  YWCA’s tagline “Empowering Women, Eliminating Racism” with its actions.  And help the organization transition from an outdated and tone-deaf social service organization to a culturally-relevant social change brand.

• Brand Swagger— We designed a brand persona and identity to breathe life into YWCA USA.

• Brand Marketing— We created brand campaigns  50th Anniversary of March on Washington, Black HERstory Month, Women’s History Month, and Stand Against Racism Initiative with each including companion toolkits for YWCA’s local associations. 

• Brand Communications & Implementation– We created YWCA’s communications strategy and activation plans to help the national office garner buy-in from its associations, organizations, and nonprofits for its racial justice strategy.