Y AUSTRALIA APPOINTS THINK HQ TO LEAD NATIONAL BRAND PLATFORM

Y Australia has appointed Think HQ to create its first unified national brand platform, following a competitive pitch. The initiative will unite 12 member associations under a single proposition, strengthen emotional connections and drive participation nationwide. The first national campaign launches in 2026, marking a new chapter for the organisation.  

Y Australia has appointed positive change agency Think HQ to develop its first unified national brand platform, following a competitive pitch process. The initiative marks a significant milestone for the organisation, formerly YMCA Australia, as it celebrates 175 years of service and seeks to strengthen its national identity.

The appointment will see Think HQ create a scalable creative platform that unites 12 member associations and a diverse range of services under a single strategic proposition. The platform is designed to deepen Australians’ emotional connection with the Y, shift brand perceptions and drive participation nationwide. Its first national campaign is scheduled to launch in 2026, representing the initial expression of this long-term brand evolution.

Think HQ secured the account after a four-week pitch against three other agencies. Alexandra Ash, CEO of Y Australia, said the agency’s strategic approach and collaborative engagement were decisive factors. “From the outset, Think HQ showed they genuinely understood who we are, what we stand for and the diverse communities we serve across Australia,” she said. “Their strategic thinking reflected the complexity of our audience while identifying a clear and compelling creative direction for the future of our brand.”

Jen Sharpe, Founder and Managing Director of Think HQ, emphasised the partnership’s shared values and vision. “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.

The collaboration signals a new chapter for Y Australia, positioning the organisation to build a stronger, more cohesive national presence while continuing to serve communities across the country.