Y Australia, formerly YMCA Australia, has appointed positive change agency Think HQ to lead its next national creative platform, following a competitive pitch process.

Following its 175th anniversary, Y Australia appointed Think HQ to create its first unified national brand platform, bringing together 12 member associations and a diverse range of services under a single strategic brand proposition. The nationally scalable platform will strengthen Australians’ emotional connection with the Y, shift brand perceptions and drive participation nationwide. The first national creative campaign, launching in 2026, will be the first expression of this long-term platform.

Think HQ secured the win after a four-week competitive pitch process against three other agencies. According to Alexandra Ash, CEO of Y Australia, the agency’s strategic approach, deep understanding of the brand’s purpose and today’s Australia , and collaborative engagement throughout the process were key factors in the appointment. “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 stated.  “Their strategic thinking reflected the complexity of our audience while identifying a clear and compelling creative direction for the future of our brand. Combined with their experience delivering complex national projects, they were the standout partner to help us take the next step in our brand evolution.”

Jen Sharpe, founder and managing director of Think HQ, added, “Throughout the pitch process, we built a genuine partnership based on shared values and a clear understanding of where the brand wants to go next. 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.”