04
Steel City Squash
Industry
Youth Development & Sports
Where We Started
Steel City Squash was preparing to open a new facility in Pittsburgh’s Larimer neighborhood. Its Academy combined squash with academic support, mentoring, and college and career preparation, while a growing public squash community offered memberships, lessons, leagues, and opportunities to play. The organization’s website offered only a few basic facts and did little to explain how these activities connected. With a capital campaign underway and the facility approaching completion, members, families, donors, and volunteers needed a clearer picture of the organization and their place in it.
What We Did
Working with executive director Brad Young and participating board members, we led workshops to clarify the organization’s story, audiences, and messages. Their knowledge shaped a website that explained the relationship between the Academy and the public squash community, with clear paths to join, play, give, volunteer, and learn about the new facility. We designed a new logo and identity, built the website, and connected the tools for membership, court reservations, donations, and other activities. A printed communication piece gave staff and board members a shared reference for conversations with prospective members and donors. Reusable email and social templates extended the identity into everyday communication, with training to help the team put the work to use.
What Changed
Steel City Squash gained a coordinated story, identity, and set of tools that reflected the organization it had become. Visitors could understand its youth mission, explore the public squash community, and find a relevant way to participate or contribute. The identity also became part of the new facility, carrying the brand from the website onto its walls. Brad and the staff received training to manage the website and use their communication templates, giving them the tools and guidance to carry the work forward.
