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Metropolitan YMCA

Rejuvenating Purpose

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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.

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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.

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"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

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"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

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