I led the redesign of the YMCA of Greensboro’s annual Impact Report, creating a refreshed visual direction that feels clean, engaging, and unmistakably “Y.” The goal was to move beyond a traditional report format and develop something expressive, inclusive, and reflective of the Y’s mission to serve all.
This redesign embraces the full breadth of the YMCA brand, using bold visuals, thoughtful layout, and intentional storytelling to create a report that stands apart. While maintaining clarity in presenting key statistics and financials, the piece also elevates real stories from the community. These narratives add depth and emotion, showing not just what the Y does, but why it matters.
The final report highlights the collective impact of seven branches and one camp, emphasizing how the YMCA continues to be a place of belonging for so many. It balances data with humanity, ensuring every reader can see themselves reflected in the work.
The response from leadership reinforced the success of this evolution. As noted by the CEO:
“I'm a strong believer in the concept of continuous improvement. While our previous Impact Reports were excellent, this version represents an evolution in our presentation style. The stories add an extra layer of depth to the impact of the Y. Also, really like the addition of capital investment dollars. Well done, Team!”
This project represents a meaningful step forward in how the YMCA of Greensboro communicates its impact, transforming a report into an experience that informs, connects, and inspires.
