When the YMCA Christchurch said to us that they were thinking about leaving the organisation and continuing their community work as a foundation, independent from the Y, we were asked how we would approach rebranding and renaming the organisation with them in a way which would continue to add value to the community they serve.

This was a monster effort by all involved consisting of multiple workshops and strategy sessions, building design territories, refining, offering a consultative approach within a control group and refining again.

In the end the offering at the core of the organisation is where the brand landed.