To unite YSAS’s staff and management, we started by immersing ourselves in their world. We conducted in-depth interviews, held forums, and carefully examined the organisation's communications to uncover the different stories being told about the organisation, highlighting where they converged and where they conflicted. This revealed the fragmented narratives that had taken root, each reflecting a different read on the moment they were in and the path ahead.

From there, we got to work crafting a sophisticated, compelling narrative that spoke to every player in the organisation – a shared story that bridged the gaps, creating alignment between frontline workers, leadership, and everyone in between. It was a narrative built not only to inspire but to reconnect the YSAS community with their mission, fostering a sense of unity and collective purpose.

Through workshops, discussions, and collaborative sessions, we brought this story to life, embedding it into the culture and communication of YSAS. The result was a renewed clarity of purpose and a more cohesive team, ready to continue helping young people overcome life’s toughest challenges with strength and compassion.