ygap
ygap is an international organisation that creates positive change by making entrepreneurship more inclusive in different regions around the world.
ygap is an international organisation that creates positive change by making entrepreneurship more inclusive in different regions around the world.
Campaign Management, Strategy, Branding
Role
Strategic Brand Consolidation
Led the merge and reduction of 16 global social accounts into four unified channels, improving engagement and content clarity
Streamlined messaging hierarchies and content pillars across global platforms to reduce duplication and increase cut-through
Visual Identity & Content Systems
Developed an accessible visual identity and content guidelines designed to overcome language and cultural barriers
Created scalable templates for digital content, empowering global teams to produce brand-aligned content with local nuance
Collaboration & Stakeholder Management
Partnered with designers, program leads, and global teams to ensure the brand reflected local context while aligning to ygap’s overarching vision
Facilitated workshops and collaborative reviews to gather feedback and ensure regional representation across creative outputs
Project Planning & Communication
Delivered regular updates to stakeholders across time zones, managing feedback loops and alignment check-ins
Oversaw brand rollout across social and digital channels, ensuring consistency from launch through implementation
Project Snapshot
Consolidated 16 regional accounts into four global social media channels
Created a global visual identity and content system adopted across all markets
Enabled more efficient, scalable content creation across internal and regional teams
Overview
Following a merger with global non-profit Spark, ygap initiated a full brand refresh to mark its 10-year anniversary and realign its global messaging. The aim was to unify communications, consolidate digital channels, and create a cohesive brand experience across diverse international markets.
With 16 social media accounts across different regions and programs, the project called for strategic consolidation, a refreshed visual identity, and content systems that could be adapted to overcome language and cultural barriers, all while aligning two previously separate brands under one mission.
Challenges
Merging two distinct global brands meant creating a unified identity that honoured both legacies. Each region had unique communication styles, and any new brand direction needed to resonate across cultures while remaining clear and accessible.
The consolidation of 16 social media accounts into four global channels required buy-in from multiple teams, plus a rollout that wouldn’t disrupt engagement or confuse audiences. Coordinating across time zones and departments added operational complexity, making clarity, consistency, and collaboration essential.
Outcomes
35% increase in follower engagement post-consolidation
Improved brand clarity and mission alignment across all social and digital platforms
New brand continues to represent ygap globally, supporting stronger storytelling, partner visibility, and long-term growth
ygap 10-Year Anniversary Global Brand Refresh
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