A national not-for-profit organization aimed at engaging underprivileged youth with opportunities within their communities while sharing a message of faith. The challenge was complex, with multiple identities being used and abused across the parent brand, 37 regional Chapters, and 100’s of programs in both English and French. We needed to develop one memorable identity while allowing flexibility within each region to create their own distinction. Internal complexities were present, with over 14 Board Members joining the brand strategy process. The rebrand was so successful for the Canadian arm, that the global organization took notice and has plans to adopt.
BRAND STRATEGY
BRAND IDENTITY
WEB CREATIVE DIRECTION
BRAND GUIDELINES
Creative completed at Crew / Social images from @yfccanada