YWCA BC

Pro Bono/PSA/Charity Entire Design Program

2026

Rethink, Toronto/Montreal/Vancouver/New York
t: 416-583-2178
w: rethinkcanada.com

Executive Creative Director, Design: Hans Thiessen Group Creative Director, Design: Alex Bakker Creative Director: Pam Rounis Associate Design Director: Zoë Boudreau Associate Creative Director: Hannah Au Copywriter: Hannah Au Executive Creative Director: Morgan Tierney Designer: Erin Maguire, Val Sheymardanova Sr. Motion Designer: Jesse Shaw Head of Strategy: Elyse Sanders Strategy Director: Meg Siegel Strategy Analyst: Ana Sanchez Group Account Director: Kennedy Crawford Account Manager: Mika Labreque Director of Integrated Production: Claire Khan Director of Studio: Jonathan Cesar Studio Artist: Frederick Bailleul Photographer: Joy Gyamfi, Grady Mitchell Illustrator: Zoë Boudreau, Annie Chang, Anita Rudakov Chief Creative Officer: Aaron Starkman Chief Strategy Officer: Sean McDonald Client: YWCA British Columbia; Amy Juschka, Marina Arnaud, Heiky Kwan

YWCA BC, a charity advancing gender equity, needed a rebrand to amplify the collective strength of women. We started by creating the Y logo, where three shapes converge to form a strong and dynamic triangle. This motif scales across the entire design system, acting as a spotlight for messaging and illustration. Paired with a bold palette and confident typography, the new photography style showcases the real women of the YWCA at the centre of the brand.