Our work with YW Kitchener-Waterloo consisted of three projects – crafting strategic messaging, creating a brand guidelines document, and designing and developing their new website.

The strategic messaging project included a discovery process that helped us uncover the insight needed to connect with different key audiences. We held a series of interviews and focus groups with leadership, staff, board members, and external stakeholders. From these insight-gathering sessions, we were able to uncover consistent themes, establish a voice and tone for the brand, and draft messaging that can now be widely used by YWKW across both their internal and external communication efforts.

The brand guidelines were designed to direct the YWKW through how to present a more consistent brand image to the public. Not only does this document showcase the new messaging and reinforce the organization’s story, but also encompasses the visual aspects of the brand (i.e. their logo, fonts, colours, etc.) and provides direction on how to use them effectively.

Based on the foundations laid out in the new brand guidelines, we designed and developed a fully-responsive (mobile-friendly) website for YWKW. The new site highlighted the strategic messaging that we established, and is designed to connect with key audiences in a meaningful way. A significant aspect of this project included considering the user experience from a design, layout, and content perspective. This resulted in a significant departure from the previous site, making key information much easier for visitors to find.

With the new website, strengthened messaging, and a clear brand guide to follow, YWKW is well-positioned to continue making a positive impact within our community.