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Integrated Marketing - Fylde Coast YMCA
Key facts
Company: Fylde Coast YMCA, established in 1922, provides physical activity, housing, outdoor education and childcare services. They employ over 550 staff and have a turnover of over £7.5 million.
Project: Y:Active brand, visual identity and marketing collateral.
Objectives:
· Creating a new brand style that can be applied to the different offers provided by the Y:Active umbrella of services.
- Keeping the brand values and consistency throughout different media.
Results:
- Consistency of the brand across all platforms for a consistent visitor experience.
- Reinforcing of the brand at all touch points.
THE BRIEF
The Fylde Coast YMCA commissioned Happy to create a new branding style for Y:Active. As per findings during the DISCOVER phase, Happy established that the target audience was the local community and the main message that the new brand had to convey was that the Fylde Coast YMCA offers something for everyone when it comes to being or becoming active and healthy. There was a need for a modern, distinctive brand that would stand out amongst competitors and that could be easily identified and applied onto different marketing materials.
THE IDEA
During the CREATE phase, Happy developed a very impactful and colourful brand style, composed by vectors. The new brand style is image-based and the main objective is for people to see a little bit of themselves in it. You see people, you see activities, you see brightness and energy. There is something for everyone in the community and the brand invites and welcomes everyone to join in the fun.
Fylde Coast YMCA Branding and marketing collateral
Gym panels
THE OUTCOME
The brand concept was applied to marketing collateral, signage, website and promotional materials, making it consistent, impactful and easily identified by the target audience. Emma Ingle, Marketing Manager was delighted with the results and says that the brand was extremely well received by the community.
Fylde Coast YMCA is happy because… " We have always had a successful partnership with Happy and, as usual, everything went smoothly with this project too. The Y:Active brand looks amazing and many people have commented on what a difference it has made and how motivational the new visuals are."
Watch our testimonial video below...
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