YBCA + You campaign

The problem: To recast the brand image of YBCA through the launch of the new "YBCA:You: program, which offered an "All-Access Art Pass" that would provide participants with intimate, social vehicles to engage with art, such a personal docent tours, exclusive VIP events with artists, and complimentary admission to various YBCA events.

With YBCA, we established key attributes, revealing that the campaign's tone should strike the balance between accessible and sophisticated in the manner for which YBCA is known. "Friendly hip, not hipster hip". The result inventively highlights an audience-centric ethos to capture people's attention and direct them to learn more about the program.