How do you take a 150-year-old, highly recognizable brand and make it relevant today? That was the question the YMCA posed in the early stages of their “Building Stronger, Healthier Communities” capital campaign.

Faced with aging buildings, underserved populations and a dire need to expand programming for urban youth, the Y was set to go to the Greater St. Louis community and ask for their financial support—to the tune of $30 million. But to present their case in the best possible light to savvy business people and individual donors alike, they’d need the perfect communication package. One that walked the line between tradition and progress, one that conveyed the history of the organization and yet gave its mission relevance in today’s world.

By updating photography, using colors and type in a textural way to reinforce the importance of the topic, and a concept that focused on people, we gave them a unique communication package. We centered all the materials around a capital campaign booklet that intimately communicated the stories of people who would be helped.

“Our capital campaign case booklet and accompanying materials help us tell our story in a meaningful way to people from all walks of life,” says Ellen Howe, Sr. Vice President for Association Advancement at the YMCA of Greater St. Louis. “Reaction to the materials—the booklet, the posters, the graphic identity and letterhead—has been immensely positive. I’m always told how beautiful they are and how they reach out and draw people in.”

The materials have drawn many in, judging by success of the capital campaign, which has raised more than $16 million in 18 months. And when our work can help with such an important cause, the impact of great design is felt community-wide.