The YMCA of Metro Atlanta needed to increase engagement and participation across 19 locations while maintaining a consistent brand voice across diverse audiences and programs

The Insight: Nobody joins a program. People join stories of transformation, belonging, and impact they can see themselves in.

The Idea: Move the YMCA from informational marketing to story-driven campaigns built on real community experiences, repositioning the Y not as a facility with programs, but as a catalyst for the communities it serves.

Role: Creative Services Manager