YWCA Kalamazoo

YWCA Kalamazoo empowers the local community through essential social services, counseling, programs, and advocacy. Despite being a prominent presence and provider in the community since 1885, many people in need of their service weren’t aware of their brand or work. In an effort to be more accessible to women and families facing crises, YWCA Kalamazoo partnered with Circa to develop a clearer and bolder brand—beginning with their Annual Report.

Brand MessagingBrand PositioningCommunications PlanningContent StrategyDesignGraphic DesignMarketingPhotographyStewardshipStrategyWeb Design
Young boy raising his hand. An orange circle is highlighting his hand. The YWCA Kalamazoo logo with the "eliminating racism, empowering women" tagline above it.

The Objective

Our mission was to create an impactful, compelling, and shareable piece that tells the story of YWCA Kalamazoo — the why, the how, and the results — through the real voices of its staff and community. Through this storytelling approach, statistics became real people, nationwide initiatives became local, and everyday impact was celebrated.

YWCA Kalamazoo’s refreshed brand and messaging focused on service clarity and connective storytelling.

Page from the brand guide showcasing the different typography.

Editorial-style photography emphasize the unique stories of YMCA Kalamazoo. Pops of brand colors create movement and focal points.

A caregiver playing with two toddlers beside YWCA Kalamazoo’s brand values copyGrid of various images of women smiling and some with children.2 images side by side. Left image is of a woman in bed looking out the window. Right image is of a little Black girl smiling.Grid of various spreads from the annual report.

Custom icons and infographics, subject-focused photo treatments, and real testimonies of program beneficiaries bring stats to life in a clear and relatable way.

Grid of various pages from the brand guide that includes a break down of the typography, color palette, icons, etc.Branded icons for YWCA next to a spread of the annual report with the icons being used in the corner of the page.Page from the annual report and a statistic on the right showing the style of the brand when used as an infographic.3 Instagram social posts that show the brand implemented.

“I LOVE LOVE LOVE it! Overall, it was a positive experience with Circa.”

– Dr. Grace Lubwama CEO

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