YW's Strong Legacy for Women Needs a Strong Brand to Match

YW’s Strong Legacy for Women Needs a Strong Brand to Match

Today, we’re excited to share our refreshed brand and the launch of our new mobile-friendly website, over six months in the making. Our strong legacy needed a strong brand to match. As the needs of women in our community evolve, so should we.

Founded in 1905, the YW Kitchener-Waterloo is now the longest-serving and largest social services organization for women and youth in the Region. The YW empowers women and youth to make positive choices and helps them become resilient to life’s challenges. Our services show people an alternative to the status quo, offering guidance and support as they create a new future. When they don’t know where to start, they can start here.

Our brand reflects this – we’re changemakers in three specific areas: women, youth and advocacy. We strive to be approachable, confident and inspirational. Our programs offer a safe, supportive, and nurturing environment for participants to learn how they can change their lives for the better.

“Women Choosing Change.” is our new tagline. We’re proud to help people move forward in a positive direction, and with the resilience needed to face the future with confidence.

Our mission and vision remain the same, as does our dedication to improving the lives of women, youth and their families.

Mission: YW Kitchener-Waterloo champions and supports the improvement of the lives of women and girls. We achieve this by offering early learning and care; before- and after-school programs; newcomer support; youth development; emergency and supportive and affordable housing; entrepreneurship and employment training; and collaborative community leadership.

Vision: We envision an equitable world where women, families, youth, and children thrive in inclusive communities.

“The YW Kitchener-Waterloo is unique in the number and range of the programs we offer to women and youth – it’s one of our greatest strengths but can also make it difficult to explain what we do and why we do it succinctly,” says Elizabeth Clarke, CEO. “Our new website and brand refresh help us tell this story more effectively, positioning us as changemakers, in the lives of individuals, and our Region.”

We hope you like our new look! In the coming weeks and months, you will notice more changes as we continue to evolve in our efforts to help women, youth and their families choose change.

As we advocate for women’s rights and work tirelessly to shine a light on injustice and inequality, we need you to help change perceptions in society and encourage women and girls to write their own stories. We need more voices to help with our mission.

We encourage you to learn more about how you can help and join us in creating change in our community.


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