YMCA of Central Florida
January 2022 - present
As the Marketing & Design Specialist at the YMCA of Central Florida, I oversee the production of all print and digital design across the association. Working with 15 YMCA Family Centers throughout Central Florida, I create visual marketing assets including print collateral, in-center digital signage, billboard displays, and web advertisements. I also lead the creative division of our association Brand Ambassador Program, managing, designing, and distributing branded customizable design kits for Family Center use.
Throughout my time at the Y, I have had full creative direction over various large-scale projects. I have focused heavily on plussing the Y brand, bringing consistency and uniformity to the forefront in order to create a strong, cohesive image across the association and act as a model brand for other Y's nationwide.
The Leonard & Marjorie Williams Family YMCA
The Leonard & Marjorie Williams Family YMCA is the newest family center to the Central Florida lineup, having its grand opening in March 2023. Throughout 2022 and early 2023, I led the creative direction for the grand opening campaign. With the Leonard & Marjorie Williams Family YMCA being built in the up-and-coming Packing District of Orlando, an orange color palette was chosen for the grand opening campaign to celebrate the rich history of citrus producer Dr. P. Phillips and the packing houses that were the foundation of the community.
My largest project for the grand opening campaign was the Leonard & Marjorie Williams Family YMCA Capital Campaign Brochure for prospective donors. This brochure dove into the history of the Y, the Packing District, and what the community could expect from the new Y.
In addition to the Capital Campaign Brochure, the grand opening campaign consisted of a wide collection of other promotional items including billboards, flyers, print and digital advertisements, and email designs.
Y Your Way
2023 saw the launch of a new membership model at the YMCA of Central Florida. This model, titled "Y Your Way," boasted more options, more flexibility, and lower rates, with amenities and programs now separated into different price tiers. With this new campaign saw a new creative direction designed in partnership with local creative agency, LURE Design. The look of this campaign was based on excitement for the "new way to YMCA," focusing on playful imagery and newfound energy through line patterns. The campaign slogan features highlighted text treatment to emphasize to prospective members that they have an entirely NEW way to YMCA. With the established creative direction, I created a collection of marketing materials including billboards, banners, sell sheets, print and digital advertisements, and email designs.
RESET Challenge
The YMCA of Central Florida joined the YMCA Well-being Collaborative in 2022, which saw our Brand & Cause Team providing marketing support to other Y's across the nation in need of support. The first project that I took on as part of the Well-being Collaborative was the 2023 RESET Challenge, which was a 21-day wellness challenge organized by the YMCA of Greater Cincinnati and provided to Y's across the nation via marketing toolkits. I designed the overall creative concept, which featured a "resetting" take on the chevron element of the Y logo along with vibrant colors and energizing imagery. The RESET Challenge toolkit included flyers, social graphics, and in-center digital signage for promotion.
Additional Print Collateral
Signage
Digital Signage
Social Media
