I've worked on a lot of brand voice projects, but the Y (a.k.a., the YMCA) was and is one of the most satisfying. A genuine, purpose-driven organization with global reach and everyday local impact, the Y is a real force for good.
It's also a monster of a brand, in that each branch historically had its own ideas about the mission, and developed its own marketing materials in its own ways. My task was to help the Y define the organization's purpose in a way that resonated for millions of members in thousands of communities, and provide them with an easy-to-use set of guidelines that could be used to shape every communication made by every branch, nationwide.
You can see the outcome of my work on the sites of every American Y local association (New York City, Chicago, etc.), and especially on their national association site: