Marketing ANZ

The Y Australia appoints Think HQ to develop first national brand platform

by Sharona Nicole Semilla

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July 23, 2026

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Australia – The Y Australia has appointed independent agency Think HQ to develop its first unified national brand platform following a competitive pitch, as the organisation looks to strengthen its brand identity across the country.

The appointment comes after The Y Australia’s 175th anniversary and follows the organisation’s transition from its former YMCA Australia identity.

Think HQ will create a nationally scalable brand platform that unifies the organisation’s 12 member associations and diverse service offerings under a single strategic proposition.

The platform is designed to strengthen Australians’ emotional connection with The Y, reshape brand perceptions, and encourage greater participation nationwide.

Its first national creative campaign is scheduled to launch later in 2026.

Think HQ secured the account after a four-week competitive pitch involving four agencies.

Alexandra Ash, CEO of The Y Australia, said the agency stood out for its strategic thinking, collaborative approach, and understanding of the organisation’s purpose.

“From the outset, Think HQ showed they genuinely understood who we are, what we stand for and the diverse communities we serve across Australia,” Ash said.

“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, said the partnership was built on shared values and a common vision for the organisation’s future.

“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,” Sharpe said.

“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.”

Formerly known as YMCA Australia, The Y operates across more than 650 communities nationwide, employing over 12,000 people and recording more than 23 million visits to its programs and facilities over the past year.