Case Study: YMCA promotes open mental health conversations with Creative Concern

YMCA launches Small Talks – Big Difference with Creative Concern across 101 local YMCAs

The YMCA, a major youth charity, engaged the vendor Creative Concern to develop a visual identity for its "Small Talks – Big Difference" mental health campaign. The challenge was to create a cohesive look and feel, including design guidance and assets for print and digital use, to promote open conversations about mental health across its federation and wider community.

Creative Concern developed a campaign identity that visually connected to the YMCA's core brand by using an isometric grid reminiscent of its logo. The solution included a serious yet inclusive and empowering tone to encourage action. The vendor provided a full suite of branded assets and templates for the YMCA's in-house teams to implement.

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