YMCA
Newport Back Bay

The YMCA of Orange County Newport Beach location approached this project during a pivotal moment, as the Newport Back Bay facility prepared for a remodel and potential relocation. The goal was not to stray away from the YMCA’s established branding visually, but to reconnect with the local community and build awareness during a time of transition, all while maintaining the establish YMCA branding

 

My approach centered on authenticity. Rather than stage idealized moments, I chose to showcase the community doing what they naturally do at the YMCA every day: families gathering, kids learning, adults training, and neighbors connecting. The focus was on real energy and real people, reinforcing the YMCA as a vital community hub. The YMCA's current branding was fully embraced and applied to all applications.

 

The campaign extended across social media, print, and interactive outdoor elements to create consistent visibility and engagement. Each touchpoint worked together to celebrate the YMCA’s presence in Newport Beach while building excitement and support for its next chapter.