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Positioning Strategy | Creatives

The Task

The YMCA needed to redefine what the brand stood for as they shifted their position to engage a broader community. 

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The Shift

We developed a new positioning for the YMCA that drove membership and values led communications strategy. The creative developed was recognized globally within the YMCA community.


We have continued to evolve the creative work to drive community engagement and relevance.


Bill Stewart (former CEO, YMCA\Vancouver)

"The Redshift team helped change perceptions of the YMCA - from being viewed as ‘just another gym & swim’ - to that of an organization deeply committed to building stronger communities.” 

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