Turning a brand transition into consistent, everyday communication.

A brand transition reaches beyond a logo. It changes how an organization presents its programs, speaks to its community, and creates the materials people encounter every day.

At YMCA of the East Valley, the challenge was to bring that change into local marketing while continuing to support membership and program communication.

As Marketing Director, I led the local branding change and helped implement the design transition.

My work combined marketing leadership with hands-on design. I was responsible for helping turn the brand direction into materials that worked for the organization and its audience.

I translated the updated identity into practical design choices across local materials, including typography, color, imagery, and content hierarchy.

I also helped teams understand how to apply the brand consistently. That meant reviewing work, giving direction, and contributing directly to design production while keeping membership and program needs in view.

Local implementation of the YMCA brand transition, including membership marketing and design updates. The membership advertisement featured in this project is an example from my original portfolio.

The broader effort established a more consistent approach to creating and reviewing local communications.

Led the local brand transition and its design implementation, applying the updated identity to membership marketing and community-facing communications.

This project shows a different side of design leadership: helping an organization put a shared identity into practice. It required connecting creative standards with everyday business needs, supporting the people doing the work, and staying involved in execution.

Relevant measures for evaluating this experience.

• Brand adoption

  Consistent use of the updated identity across local marketing materials.

• Production efficiency

  Time required to move materials from request through review and approval.

• Membership response

  Campaign-generated inquiries and their contribution to membership sign-ups.