In 2015, Zap and the Y teamed up to create an overarching membership campaign for the 14-branch Greater Cincinnati Association. We crafted a marketing strategy and created a disruptive, colorful, flexible design system. Appealing to the emotional connection of members, we asked why do people #LoveMyY? We selected social media-inspired, informal photography shot on location rather than in studio.
Zap’s new approach was a resounding success, exceeding membership goals for the entire Cincinnati Association by 15%.