The Impact Needed
The YMCA of Greater Boston has long served as a cornerstone of community support, but its message hadn’t kept pace with its evolving impact. Through immersive discovery, stakeholder interviews, and strategic workshops, CTP uncovered a unifying truth: the Y doesn’t just serve the community—it sees it. This insight led to a powerful new brand position and anthem built around visibility, belonging, and impact. Launched with the line “See you at the Y,” the campaign reintroduced the Y as a place where every individual is recognized, valued, and supported—from Roxbury to Reading, across every background and belief.
The Story We Told
The Difference It Made
New brand platform activated across all YMCA touch points
Brand anthem video became centerpiece for fundraising and awareness
Elevated community perception through message of visibility and inclusion
Positioned Y as a modern, mission-driven force in Boston
