Staff Giving Community Campaign

The Strong Communities Campaign is the YMCA’s annual $720K+ fundraising effort, supporting its mission and providing more than $1.1 million in financial assistance each year. Each year, thousands of children, adults, and families access meaningful programs because of these contributions, with funds staying within each branch to directly benefit the local community.

For this year’s Staff Giving Campaign, I played a key role in shaping the campaign’s overall look and feel. I developed a custom pattern specifically for the campaign, using the existing YMCA brand as a foundation while intentionally pushing the boundaries of its established visual standards. The goal was to create something that felt fresh and distinctive while remaining recognizable, cohesive, and on-brand. This project allowed me to explore how a strong visual concept can expand an established brand without losing the consistency and trust associated with it.