YMCA Purchasing Group began with four founding members and a mission to help YMCAs reduce operating costs through shared purchasing programs. I created the brand from the ground up, developing its positioning, visual identity, messaging, and communications system to establish YPG as a credible, trusted partner to YMCA organizations nationwide.

The identity was designed to feel familiar to the YMCA community while remaining distinct from the YMCA’s own brand. A flexible visual system, anchored by the green YPG arrow, created consistency across a broad range of vendors, programs, and communications.

As the organization grew, I managed and evolved the brand across every public-facing touchpoint, including the website, member portal, newsletters, presentations, publications, infographics, advertisements, conference materials, sales tools, and client communications. Working closely with sales and the broader relationship team, I helped align content and campaigns around member needs, program priorities, and opportunities to increase participation.

Complex cost-savings programs were translated into clear, practical communications that demonstrated value and made it easier for YMCA leaders to understand and use the available offerings. The work also supported relationship management, new-member outreach, program launches, and ongoing engagement with participating organizations.

During my time with the organization, YPG grew from four initial members to more than 100 participating YMCAs. The brand and communications platform helped provide the clarity, professionalism, and consistency needed to support that national growth.