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CLIENT
Enfamil
ROLE
Art Director
Web Design
THE CHALLENGE
The Greater Philadelphia YMCA prides itself on being a “third place” for its members—the place outside of home and work where everyone can connect, get healthy, and feel part of something bigger. For the 2026 Resolution Season campaign, we needed to break through a saturated “new year, new me” fitness market and speak directly to people looking for more than just a gym.
THE SOLUTION
We created the “The ___ Place” campaign to reframe the YMCA as more than a gym and instead, the place where people belong, grow, and connect. The solution combined bold typographic layouts with authentic, community-driven imagery and emotional headline variations, designed to perform across both social and digital formats while keeping the promotional offer front and center.
207%
to target goal
176%
of new joins year-to-date
$4.7mil
in return on investment
© Lea Selekman 2025
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