YOUTH INSEARCH
A re-brand for a charity who help empower and rebuild young lives, helping them reconnect with the youth who needed them the most.
Introduction
Youth Insearch is a charity who help empower and rebuild young lives. They run one of the most successful youth intervention programs in the country and aim to empower young people to take control of their lives and play a positive role in society.
To elevate themselves both with supporters and investors, as well as aiming to reach even more of Australia’s youth, they came to me looking for a complete re-brand. Being historically portrayed as a very corporate look and feel, Youth Insearch wanted to reconnect with the youth who needed them the most, by modernising both their original positioning and their look and personality.
I worked with the the YI marketing team and brand specialist to help them bring their brand personality to life whilst aligning with their target audience and positioning within the market, with a complete re-brand project, including brand identity, campaign and content creation and advertising/marketing collateral… creating the positioning ‘Rebuilding young lives.’
Brand and Identity
The research from the brand strategy work carried out showed that whilst the corporate branding spoke well to investors and large corporation donating, there was a disconnect and potential ‘dis-trust’ with the visuals and branding towards the youth they were ultimately trying to reach and help.
I was then challenged to create a brand evolution that didn’t alienate either audience and truly reflected the amazing work the charity carries out… showcasing trust, love and connection.
The new brand direction and visuals encouraged a youthfulness whilst also emulating trust and expertise. I achieved this by using a flexible colour palette, real faces and imagery and hand elements that incorporated real designs and ‘doodles’ from youth within the program.
“Rebuilding young lives.”
— Youth Insearch Positioning Statement
Campaigns and Collateral
As part of the brand evolution, I developed full brand style guides, providing creative direction, design guidelines and assets to ensure consistency across all brand touch points.
This also included a full suite of stationary, advertising and marketing collateral, and merchandising assets such as t-shirts and car wraps.
The re-brand also coincided with their annual brand and financial report, which I helped develop and designed both digital and print copies. This 48 page book included full page ads and numerous infographics to demonstrate the brands’ success for the year as well as their vision for the future.
Credits
Brand and Identity: Carrie-Ann Le Feuvre
Marketing and Strategy: Xanthi Kouvatas
Copywriting: Carrie-Ann Le Feuvre
Design: Carrie-Ann Le Feuvre