Campaign Branding
YWCA Seattle
125 Years and Still Itself
2017
To commemorate its 125th anniversary, YWCA Seattle launched a year-long integrated campaign celebrating its legacy of empowering women and girls across Washington state. As creative lead, I developed multiple visual concepts for each campaign and led the marketing execution across digital, print, and live experiences, ensuring a cohesive brand presence throughout the anniversary year.
SERVICES
BRAND evolution, legacy identity, Integrated Marketing
Project Overview
By maintaining consistent visual messaging across all channels, the campaign reinforced brand recognition and ensured a cohesive experience for audiences throughout the anniversary year.
Approach
Page from historical and regional research for YWCA
As Brand Manager and Marketing Lead, I was responsible for shaping the campaign’s creative and ensuring consistent execution across all communications.
I began with brainstorming in collaboration with the marketing team. We reviewed the strong history of YWCA in the region and what milestones in this history that carry the original mission still today.
Process
I developed the YW125 campaign visual theme, designed to honor the organization’s legacy while aligning with the existing YWCA brand.
The system incorporated recurring graphic elements and a bold anniversary mark that could scale across multiple media formats. This design framework allowed the campaign to maintain visual consistency across a diverse range of communications, including: - Website landing pages - Digital advertising - Social media content - Print marketing materials - Event signage and environments - Promotional merchandise The resulting identity provided a recognizable visual language that connected each activation throughout the anniversary year.
A year-long capital campaign requires an artful extension of their most recognized elements.
Tasks
Leading the visual design and event branding for the annual luncheon (30% of the YWCA yearly revenue) and multiple event activations, I ensured YW125 campaign identity carried through many touchpoints to include stage design, signage, and event communications.
The campaign’s design framework continued to influence subsequent marketing materials beyond the anniversary year, reinforcing the long-term value of the brand system developed for the initiative.
