Metropolitan YMCA
Rejuvenating Purpose
SHARE THIS PAGE
As the community and youth volunteer landscape in Singapore becomes increasingly more vibrant and active, greater specificity in positioning was needed for more established organisations such as the Metropolitan YMCA.
CHALLENGE: Enhancing Relevance
The Metropolitan YMCA (MYMCA) was looking at re-establishing its relevance as a leader in community transformation by nurturing young leaders.
Over the years, the organisation had created a large number of distinct but fragmented sub-brands in a bid to address each of these different groups and activities. This was further complicated by its social enterprise accommodation facilities.
SOLUTION: Rethink to Reposition
What the MYMCA needed was a clear, contemporary and relevant way of expressing its new vision; and a complete rethink of its current brand architecture.
Through a series of co-creative discussions with the board, Activiste helped them to think through their brand architecture to unify sub-brands to better reflect a singular purpose, focused on the youth of our community. The strategy was expressed in a complete revamp of the MYMCA identity and visual communications system that better reflects a youth-driven, community development cause.
IMPACT: Creating Impact and Changing Mindset
Together with a new messaging framework, and substantial renovations of its facilities, the new brand was launched to great success at MYMCA’s 70th Anniversary dinner in November 2016.
"MYMCA has served the Singapore community for 70 years, and the board felt we needed to renew the brand to appeal to youth….In a brand project it is absolutely critical to have a competent team facilitate the discussion and thinking to achieve a clear brand framework and messaging."
Phyllis Tan
Executive Director & CEO, MYMCA
"The brand project has brought coherence to our myriad services and activities; this includes amplifying the mission within our social enterprises in supporting cause-related programmes. Throughout our project together Activiste was most professional and delivered what was promised, with warmth, passion, skill, creativity and commitment."
Phyllis Tan
Executive Director & CEO, MYMCA
