Beyond raising awareness about the institution, Create saw an opportunity to deepen understanding of the YWCA brand. Create began work by digging deeply into historic print journalism coverage, a review and analysis of all available past annual reports and newsletters, a review of the photograph and document archives, a document review of materials held by the Greenwich Historical Society, printed interviews made available by the Greenwich Library Oral History Project, and interviews with current YWCA Greenwich staff and board members.
Create was able to help YWCA Greenwich emphasize its legacy, practice, and vision of social and racial justice as the through-line of everything it says and does—has ever done and will do. This came to life through an illustration style and pictorial narrative that seamlessly meshed historical photographs with current ones.
Create also develop the campaign logo and tagline, “In Greenwich for Good,”
to reinforce the place and the purpose of the institution. The line was elaborated upon on the cover of annual report to include YWCA national values . “1919-2019: 100 Years of Compassion, Commitment, and Courage in Greenwich.”