Project: Valley of the Sun YMCA Brand Transformation

Timeline: 6 Months | Stakeholders: Creative Director, Head of PR | My Role: Lead Designer & Strategist

Responsibilities: Brand Strategy, Visual Identity System, Print & Digital Ad Design, and Building Scalable Design Processes.

The Challenge: To reposition the Valley of the Sun YMCA in a crowded Phoenix fitness market, moving beyond the "gym" perception to highlight its unique role as a multifaceted community pillar. The strategy needed to unify nine distinct branches under a single, powerful brand that honored the Y's global legacy while resonating with local families and donors.

The Result: he revitalized brand directly fueled significant growth metrics: a 23% average increase in new memberships and a 35% boost in after-school care sign-ups for key branches. Most notably, the campaign dramatically accelerated donor engagement, helping the organization meet its annual $1M fundraising goal for the Phoenix Metro Valley in just 7 months. This success was a testament to a brand that truly connected with the community and empowered the entire YMCA team.