The YMCA is one of the most recognized and community-driven brands in the United States, serving people across generations, backgrounds, and identities. Rooted in inclusivity, belonging, and connection, the organization needed a visual system that could better reflect the diversity and humanity of the people who make up the Y. Working alongside Illo, we developed a custom illustration system designed to evolve with the brand and the communities it serves.

Before the redesign, the YMCA primarily relied on photography and generic iconography, resulting in a fragmented and inconsistent visual language. The existing asset library lacked flexibility and failed to capture the dynamic nature of the organization. Our challenge was to create a system that felt authentic, welcoming, and adaptable enough to grow over time while still maintaining cohesion across the brand.

We created a modular set of illustrated characters designed as interchangeable “kits of parts.” Human features, clothing, poses, and expressions are mixed and matched to reflect a broad range of people, personalities, and experiences across the YMCA community. The result was a more expressive and scalable illustration system that gave the brand a stronger sense of warmth, inclusivity, and individuality across its marketing and communications.

Creative Direction: Cristina Pasquale, Paige Miller
Associate Design Director: Carolyn Pokorney 
Illustration: Anya Derevyanko
Animation: David Cubitt
Production: Daniel Ceballos