Overview
The 92nd Street Y, commonly known as 92Y, is a renowned cultural and community center in Manhattan's Upper East Side, situated at East 92nd Street and Lexington Avenue. Formally called the 92nd Street Young Men's and Young Women's Hebrew Association (YM-YWHA), this institution has enriched New York City for 147 years.92Y offers a diverse range of programming that spans multiple disciplines. Their offerings include performing and visual arts exhibitions, literary events, cultural programs, comprehensive educational courses for both adults and children, thought-provoking lectures, health and fitness facilities, and Jewish cultural programming. Recently, they've expanded their reach by launching online education courses, making their resources accessible to an international audience.
Mission statement
The 92nd Street Y is an inclusive cultural and community center grounded in Jewish values that has been fostering connections since 1874. The center welcomes and serves people of all races, faiths, and backgrounds, enriching lives through cultural programs, arts, entertainment, and meaningful dialogue.Building on its legacy of community engagement, 92Y is expanding its reach through digital initiatives. These include live-streamed events, virtual conversations, online classes, and professional development programs. Through these global outreach efforts, 92Y leverages the transformative power of arts and ideas to facilitate deep, meaningful conversations with participants around the world.
Rebrand Strategy
Content Strategy:
Enhance and showcase diverse cultural programming by:
1. Expanding the talks program with timely, insightful content
2. Creating dedicated sections for music, literature, food, and pop culture discussions
3. Promoting original content that reflects diverse perspectives
Digital Transformation:
Strengthen digital accessibility through:
1. Development of a mobile app for real-time event updates
2. Global streaming platform for worldwide access
3. Enhanced digital infrastructure for online participation
Community Engagement:
Foster an inclusive global community by:
1. Adopting a warm, welcoming "neighborhood" communication style
2. Making high-quality cultural content accessible to international audiences
3. Building meaningful connections with overseas users
Visual Identity:
Refresh brand presentation to:
1. Appeal to culturally diverse audiences
2 .Reflect the organization's inclusive values
3. Create a welcoming visual language that resonates globally
This approach emphasizes accessibility, diversity, and community while maintaining 92Y's core mission of cultural enrichment and connection.
