Visual Strategy Guide
The Y REBRANDING
(The Young Men's Christian Association)
theY REBRANDING YI TING WANG_BETTY
Visual Strategy Guide
The Y REBRANDING
(The Young Men's Christian Association)
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BRAND HISTORY
Overview
Timeline
BRAND FUTURE
Soul & Potential
Keywords
Mission Statement
Brand Grids
BRAND AUDIENCE
Target Audience
Personas
BRAND COMPETITORS
Current/Adjacent/Aspiring
Brand Attributes
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CONTENTS
01
BRAND HISTORY
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BRAND OVERVIEW
“Caring Theses for Our Mental Health and Our Communities.”
WHAT WE DO
The Y provides children's day care, after-school tutoring, talent courses and summer camps for the community based on the mental health of children and adolescents. We also provide counseling with different attributes for children with special needs.
WHY WE DO IT
The Y does community service. Its services focus on children's daily care, youth group counseling, and many talent courses. in the future, they will return to the community and make it better for the next generation.
WHO WE DO IT FOR
The Y does this for the children and for the community because the two influence each other, shape the life of the children, and extend to the atmosphere and safety of the community.
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—YMCA of the USA President & CEO Suzanne McCormick
First YMCAs Serving African Americans are Established First YMCAs Serving Native Americans are Established Hi-Y Service Clubs Established Swimming Lessons Begin at the YMCA YMCA Starts Higher Education and Vocational Classes YMCA World Service Founded George Williams founded the YMCA in 1844 1844 LONDON 1853 WASHINGTON D.C. 1879 SOUTH DAKOTA 1889 KANSAS 1909 DETROIT 1893 BOSTON First YMCAs Serving Asian Communities are Established 1875 SAN FRANCISCO First American Summer Camp is Founded 1885 NEW YORK 1903 YMCA "Industrial" Department is Created YMCA Teacher Invents Basketball and Volleyball 1891 MASSACHUSETTS 1910 25 African American YMCAs are Built the Y's TIMELINE Youth & Government™ Program Begins 1936 ALBANY WWI YMCA Serves American Soldiers Overseas Parent-Child Programs Started by Ojibwe Tribe Members 1926 ST. LOUIS YMCA Co-Founds United Service Organization (USO) 1940 WWII
theY REBRANDING YI TING WANG_BETTY YMCA Volunteer Invents Racquetball Partnership for a Healthier America Global YMCAs Promote Worldwide CompetitionsThe Y Partners with the Walmart Foundation to End Childhood Hunger 1950 GREENWICH 1980 YMCA Focuses on Programs for Families 2002 YMCA Creates the National Diversity Initiative 2008 YMCA Partnership Begins to Support Military Families 2023 Now 1994 The Y's Core Values Defined Government Relations and Public Policy Office Formed in Washington, D.C. 1991 Washington, D.C. The World's Largest The first synchronized run/walk across all U.S. 2001 ME,HI Healthy Communities spread to more than 150 Y communities make the healthy choice the accessible choice. 2004 U.S 2011 U.S Signature Social Responsibility Program Debuts 2014 U.S 2010 U.S Black Achievers Program Founded YMCAs Become Meeting Points for Civil Rights Movement 1967 HOUSTON
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BRAND FUTURE
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THE BRAND SOUL
The Y helps children grow up in a healthy and positive environment. They provide practical activities for diverse growth. We hope when those children grow up, they will give back to the community.
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WHAT OUR POTENTIAL
REBRANDING OBJECTIVE
The Y will implement different service goals and plans according to different communities. The service objects of its service content are not limited to children and young but will be extended to members of the entire community, which will have a positive impact on the community and allow children and young people to grow up in a positive environment.
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MISSION STATEMENT
We strengthen the physical and mental well-being of youth and families to create healthier communities.
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OUR KEYWORDS
The Y aspires for youth to grow up in a healthy and positive environment, shielded from any negative influences present in their community. As they transition into adulthood, they can give back to their community and transform its culture, creating a better, healthier, and more optimistic environment for the succeeding generation of youth.
YOUTH
The physical and mental health, dreams, and aspirations of youth can shape both their individual future and the future of the community.
HEALTHY COMMUNITY
Establishing strong interpersonal relationships and social connections, and having a healthy body and community environment, are key factors for youth growth.
The growth of youth within a healthy community is key to forming diverse and inclusive personalities.
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BRAND GRIDS PAST
The Y was established in 1844 with the aim of promoting a healthy "body, mind, and spirit" by introducing individuals to their potential, purpose, and each other through the application of Christian principles.
YMCA
FUTURE
Our goal is for everyone to live in a healthy, confident, connected, and safe community. The Y is committed to cultivating the next generation of innovators to build stronger, healthier communities. We provide programs and services to help people of all ages improve their community and create a better environment for children to grow up in.
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the Y
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BRAND AUDIENCE
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A. The extent of their community needs.
B. The importance they place on healthy development.
C. Their level of engagement and impact.
THE NEEDER
Amy Nguyen, 9, TX, Student
She is a second-generation Vietnamese immigrant. She stays alone after school because her parents are busy with work.
She only knew about the public library as a community resource because no one had ever told her about any resource.
She helps her mother pick up free flash goods from the food bank because her mother wants to save some money.
She would constantly bite her nails because of mental health issues.
She enjoys teaching and sharing Vietnamese culture to others because she grew up in Vietnam until she recently immigrated to the U.S. with her parents.
She actively wants to participate in any afterschool activities because she is always alone.
Her parents only interact with Vietnamese immigrants because they cannot speak English well, so she is eager to make new friends.
A.
B.
C.
A. The extent of their community needs.
B. The importance they place on healthy development.
C. Their level of engagement and impact.
THE TEACHER
Laila Smith, 69, IL, Retired Teacher
She wants to contribute her time and ability to make the community better because she understands how much community culture can affect children.
She became a teacher because when she was young, there was a retired teacher who waited for her every day at the community library and helped her with her studies.
She uses art to help children who cannot express their feelings clearly with words because She is an art therapist of children.
She believes education can escape poverty and change the culture of a community because it empowers individuals with knowledge, skills, and opportunities to improve their lives and contribute to the development of their community.
She wants to help children in the community who cannot get a good education because she was one of them.
She accepted the help of many community resources to become a teacher because when she was young, her family did not have access to useful resources.
She is willing to help children in the community for a long time because she is a retired teacher.
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A.
B.
C.
A. The extent of their community needs.
B. The importance they place on healthy development.
C. Their level of engagement and impact.
THE SINGLE FATHER
Jaxon Smith, 36, NY, Paralegal
He hopes his daughter can grow up in a healthy community environment.
He sends his daughter to a community daycare center because he is a single parent and must work.
He hopes his daughter will not have a bad childhood because of his divorce.
He takes his daughter for a morning run because he has started to cultivate the habit of exercise in her.
He was overwhelmed because he was given independent custody of his 16-month-old daughter, and community daycares helped him a lot in the beginning, because they taught him how to change diapers properly.
He wants to do something for the community because it helped them when they needed it the most.
He also grew up in a community daycare center because his mother was also a strong single parent too.
A. B. C.A. The extent of their community needs.
B. The importance they place on healthy development.
C. Their level of engagement and impact.
THE VOLUNTEER
Peter Cruz, 16, GA, Student
He needs community volunteer experience because it will enhance his college application.
Attending community summer camp helped him learn about teamwork and collaboration, which had a profound impact on him.
He has a habit of exercising every day because it is part of his lifestyle and promotes his health.
His mother has been preparing vegetable and fruit juice with vitamins for him since he was young to supplement his nutrition for breakfast.
He can take care of a group of children at the community center because his younger brother is six years younger than him.
He became a community volunteer, his girlfriend also became a volunteer, which increased their time spent together and helped the children in the community.
He hopes to continue volunteering in different communities after he goes to college because he finds helping people to be meaningful.
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A.
B.
C.
A. The extent of their community needs.
B. The importance they place on healthy development.
C. Their level of engagement and impact.
THE NEW IN TOWN
He just moved from the east coast to the west coast because he hoped to find better job opportunities.
He hopes to meet friends in the community because he is still adapting.
He is pansexual and wishes that he had discovered his identity earlier in life because he struggled with gender exploration.
He works hard to improve his mental resilience because he does not want to be affected by others' words.
He accompanies children who struggle with gender exploration because he has experienced it.
He does not want his identity to affect his role as a community volunteer helping children.
He is willing to use his expertise to volunteer for the community without charge to make it a better place.
Alex Moreno, 32, CA, UX Designer A. B. C.A. The extent of their community needs.
B. The importance they place on healthy development.
C. Their level of engagement and impact.
THE MOTHER
Yihon Chen, 38, NC, Accountant
She is distressed because her professional accountant license from China is not recognized in the United States, and she hopes to receive assistance from community organizations.
She wants to find a community organization that offers English language training because her husband has limited English skills and can only find low-skilled jobs.
She does not speak Mandarin to her two children at home because she does not want them to feel uncomfortable at school due to the language and subsequently experience emotional instability.
She believes that mental health affects growth.
She helps other immigrant mothers understand their bills because she has a foundation in English.
She volunteers at a Chinese community center because she has expertise in accounting.
She actively participates in community volunteering because she wants the community to become better, which will impact her children's growth.
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A.
B.
C.
OUTSIDE THE SPECTRUM
THE DISTANCER
Ken Williams, 28, DC, Engineer
He is introverted and unwilling to interact with other people.
He wishes to have his own home gym because the community gym is too crowded.
He exercises every day because he wants to meet a girlfriend and have a stable relationship.
He is a vegetarian because it is good for his body.
A. The extent of their community needs.
B. The importance they place on healthy development.
C. Their level of engagement and impact.
He feels that spending time with his children is a waste of time because he only cares about himself.
He does not want to share anything because he does not want to waste his time.
He cares about the quality of the community's culture, but he does not care about anything else because it will affect property values.
A. B. C.A. The extent of their community needs.
B. The importance they place on healthy development.
C. Their level of engagement and impact.
THE HATER
Gina Garcia, 46, WI, Surgeon
She only participates in community activities that match her social status because she wants to meet more people, which she believes will be helpful for her future.
She wishes to have friends with similar social status in the community, but she laments that her neighbors are all vulgar.
She is afraid of teenagers because of witnessing someone being bullied in high school, which has affected her mental health.
She understands how to maintain them because she is a doctor.
She thinks that poorly located community centers are bad for the city because they only attract more bad people and terrible things.
She is unwilling to help others for free because she believes that those who need help are lazy and lack ambition, so they require community assistance.
She does not want to volunteer for community childcare because she hates children.
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A. B.
C.
04
BRAND COMPETITORS
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BRAND COMPETITORS
CURRENT COMPETITORS
The brands we are considering have broad target audiences and share some similarities with the Y, making them potential competitors. I need to pay attention to their community service options as they may overlap with The Y's service areas. Furthermore, many of these brands have loyal customer bases and strong brand identities, which can lead to healthy competition for the benefit of the community.
RAICES
We defend the rights of immigrants and refugees, empower individuals, families, and communities, and advocate for liberty and justice.
CULTURAL ART CENTER
The statement encourages people to engage in Visual Arts through diverse means and highlights the availability of well-equipped teaching studios for individuals to explore their artistic potential.
NCOCA
We believe every person deserves to age well. That’s why we’re on a path to improve the lives of 40 million older adults by 2030. Learn about the work we do, the people we serve, and why equitable aging matters now more than ever.
MBS
It is very important for Chinese immigrants to find a stable and good job in the shortest time and the fastest way to gain a foothold in the United States. MBS vocational education schools set up professional courses according to the popular needs of the job market.
Boys and Girls Clubs of America
We use multiple methods to support kids, including trained mentors, safe spaces, and innovative programs that promote academic success and healthy lifestyles. Our goal is to empower youth to thrive and achieve their full potential.
Cross Cultural center
As a community center for students, the following six values guide our work: advocacy, cultural humility, community building, educational excellence, identity exploration, leadership development
SF.MARIN
We address hunger head-on from our food pantry network and home-delivered groceries to food stamp enrollment. Every week, over 53,000 households count on us for food assistance. 60% of what we distribute to them is fresh fruit and vegetables.
sprout social
Our all-in-one social media management platform unlocks the full potential of social to transform not just your marketing strategy— but every area of your organization.
Big Brothers Big Sisters Community Centers
BBBS's Community-Based Mentoring program aims to promote the healthy development of young people by providing them with positive adult role models, which can help reduce the risk of negative behaviors and strengthen protective factors for positive behavior.
4-H
4-H is a youth development organization that operates under cooperative Extension, 4-H has been providing experiential learning opportunities to young people from various backgrounds. the organization aims to empower young individuals to express themselves and create positive changes in their communities.
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BRAND COMPETITORS
ADJACENT COMPETITORS
We chose these brands for the following reasons. Firstly, the selected brands focus on community services for children and youth because this is the primary focus of The Y's services. Secondly, these brands promote the development of the community in several ways. Lastly, each of these brands has a unique brand identity and market positioning, which helps them stand out in the sea of community service agencies.
NAEYC
The early childhood profession exemplifies excellence and is recognized as performing a vital role in society. Alongside you, NAEYC is the national voice of the early childhood community.
TEEN CENTER
Funded by The Department of Children and Families (DCF), the SBYSP seeks primarily to help students stay emotionally and physically healthy so that they can graduate with skills necessary for continued education or employment. The Program is available to all CHS students and their families.
Neighborhood House Association
Developing children, families, and future leaders of our communities through empowerment, education, and wellness from our house to yours.
United Way Worldwide
United Way is engaged in 95% of the U.S., and serves more than 1,100 communities across 37 countries and territories worldwide. We bring poeple together to build stronger, more equitable communities where everyone can thrive.
United Neighborhood Centers of America
Our mission is to work together with neighbors to provide services and create opportunities that empower individuals and interdependent communities.
The Salvation Army
Its mission is to preach the gospel of Jesus Christ and to meet human needs in His name without discrimination.
Schools on Wheels
Our goal is to shrink the gaps in their learning and provide them with the highest level of education possible. Our program serves as a consistent support system for our students during a time of great stress and fear.
Goodwill Industries International
Goodwill works to enhance people’s dignity and quality of life by strengthening their communities, eliminating their barriers to opportunity, and helping them reach their full potential through learning and the power of work.
World Vision International
Committed to making a positive and lasting difference in the world, and driven by our desire to serve God, World Vision has become a global leader in improving and transforming the lives of children, their families, and their communities.
Habitat for Humanity International
Habitat works together with families, local communities, volunteers and partners from around the world so that more people are able to live in affordable and safe homes.
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BRAND COMPETITORS
ASPIRATIONAL COMPETITORS
We believe that the ideal competitors of The Y brand should include brands that offer quick assistance to their audience, emphasize innovation, and promote diversification. Therefore, we have selected large public service brands, internet search brands, and social media platforms. These brands offer services that provide immediate help to their target audiences, have established brand popularity and positioning, and have diversified their services, which could potentially make them competitors of The Y.
Impact Hub
Building better business. Designing impactful solutions. (re) imagining the future. This is what our community of impact-driven entrepreneurs, creators, innovators and intrapreneurs does; taking action – today – to create a better tomorrow for people and planet.
American Red Cross
Red Cross volunteers and staff work to deliver vital services –from providing relief and support to those in crisis, to helping you be prepared to respond in emergencies.
The Center for Social Innovation
Our mission is to create ideas that deepen and advance our understanding of management and with those ideas to develop innovative, principled, and insightful leaders who change the world.
USDA
Our priorities: advancing racial justice, equity, and opportunity, addressing climate change, tackling food and nutrition insecurity, more, better, and new market opportunities
Echoing Green
We work at the intersection of social justice and social innovation, connecting our expertise and global networks to emerging leaders creating long-lasting social change.
Kiva
Kiva uses crowdfunded microloans as a force for good, creating a space where people can have one-to-one impact, and together, expand financial access for all.
Ashoka
Ashoka identifies and supports the world's leading social entrepreneurs, learns from the patterns in their innovations, and mobilizes a global community that embraces these new frameworks to build an "everyone a changemaker world.
The Skoll Foundation
The Skoll Foundation catalyzes transformational social change by investing in, connecting, and championing social entrepreneurs and other social innovators who together advance bold and equitable solutions to the world’s most pressing problems.
The Do School
Our core mission is to offer training and fellowship programs to empower young people globally to launch projects addressing global and local challenges around environment and society.
GlobalGiving
GlobalGiving is a nonprofit that supports other nonprofits by connecting them to donors and companies.
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BRAND ATTRIBUTES
5 POSITIVE WORDS
Inclusive
Empowering
Community-focused
Educational Healthy
5 NEGATIVE WORDS
Crowded
Outdated
Inefficient Boring
Expensive
5 NEUTRAL WORDS
Recreational
Multi-purpose
Non-profit Family-oriented
Accessible
5 WORDS YOUR BRAND HOPES TO “OWN”
Community-oriented
Inclusive Educational Health-promoting Youth-focused
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