Established in 1892, before Arizona became a state, Valley of the Sun YMCA is a 130-year-old nonprofit with deep ties to the community. Their CEO approached Root + River because the organization was struggling to put words and language to an innovative new vision. They needed a message and structure around strategic initiatives that would differentiate their organization in the national YMCA space and within their local community.
We worked with VOS YMCA in a Root Session for the executive team during its annual retreat, and then in subsequent exec working sessions and, finally, several board presentations. The sessions gave the leadership and board a unique space and the time in which to dream – and then articulate – both a new direction. Finally, we presented the new brand language, pillars, positioning and brand narrative to the Y’s full-time directors and leaders of more than 200 during another retreat. We facilitated interactive activities to help integrate the language into the culture and make it personal.
After our work together, a new tone was set, a new vision articulated and a resonant new brand message integrated into all YMCA platforms.