Y Australia, formerly YMCA Australia, has appointed Think HQ to create its first unified national brand platform following a competitive four-agency pitch.
The platform will bring together 12 member associations and a diverse range of services under a single strategic brand proposition, with the first national creative campaign launching in 2026. The appointment follows Y Australia's 175th anniversary.
Alexandra Ash, CEO of Y Australia, said Think HQ's strategic approach and understanding of the brand's purpose and the communities it served were key factors in the decision.
"Their strategic thinking reflected the complexity of our audience while identifying a clear and compelling creative direction for the future of our brand," she said.
“Combined with their experience delivering complex national projects, they were the standout partner to help us take the next step in our brand evolution.”
Jen Sharpe, founder and managing director of Think HQ, said the agency had built a genuine partnership based on shared values throughout the pitch process.
"We're excited to develop a creative platform that not only resonates with Australians today but provides a scalable foundation for The Y's future growth," she said.
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