YOUTH MOVEMENT
ORGANIZATION REBRAND
What Is Youth Movement?
A “501c3 non-profit organization. Our work focuses on igniting future generation to love movement, choose movement and ultimately lead movements.”
This annual field day by the Youth Movement for kids to get active and participate in a variety of engaging events. Eugene, OR 2022.
I designed to capture 2022’s theme “Growth” in the best way possible. It derived from sprouting back into community after the remote hiatus.
2022 DESIGN
As a student, I served as a Design Coordinator and had the opportunity to empower Native youth with a new, energetic design.
THE REBRAND
Coming off of being the Design Coordinator for the 2022 Youth Movement, I was approached by Jesse Schwarz, the Director and Founder of Youth Movement for a rebrand of the Organization.
PAST BRANDING
Design Brief
The new logo to be universal, can be added to prints and t-shirts annually.
Working black and white appearance for beadwork consideration.
People who are Youth Movement Alums can recognize the brand association.
Depart from the four arcs.
INSPIRATION
A found direction where the M for “Movement” can be an open canvas for future design teams and creatives working for the annual event.
To create a final logo that can be a centerpiece like the Phoenix Suns design.
IDEATION
Early digital ideation with Y & M.
Initial idea of having a multi-use logo that can transform the Y into other iconography.
Experimenting with how the Y could be manipulated into the foreground and the M into the background representing treetops or mountains.
An abstract form of two figures facing each other on the outer edges of the Y.
TYPEFACE EXPLORATION
Looking into the smallest changes from the original YM font.
Experimenting with rounded corners and more of a youthful typeface that still prompts motion.
TYPEFACE REFIINEMENTS
From the list of typefaces, I adjusted and moved components using Adobe Illustrator to manipulate these designs. Also beginning color exploration. (All of the fonts were properly licensed)
CHOSEN SET
Hammersmith One with Artwork Adjustments.
Design with consistent line-work and division details, also shaping that M point up and smooth.
Three Areas To Execute The Rebrand
Primary Logo
For profile photos, website, documents
Secondary Storytelling Logo
Design presets, acts as canvas for customization of the M (LA 2028 Reference)
Complete Brand Book
Guidelines for primary and secondary designs, use, typography.etc..
COLOR EXPLORATION
Once we decided on the primary logo, I built off of the original Youth Movement colors and defining the stories behind them.
PRIMARY LOGO
A logo that still holds its brand association from the past.
STORYTELLING LOGO
As the Youth Movement is an annual field day, there are new design teams responsible to create graphics for t-shirts and other materials for the event.
These teams can choose a storytelling theme to build off of when creating annual graphics.
90%
80%
70%
PRESETS
I designed three different presets that the design teams can either use as a them for their event or draw inspiration from. They are paired with .svg and ai. files as needed.
COLOR
YOUTH MOVEMENT BRAND BOOK - PREVIEW
In the past, the teams were without an official brand book. It was challenging to define a theme and pair it with new artwork. I created this brand book to give the future Youth Movement design teams an all-in-one place to get resources, files, design inspiration..etc.
ROLLOUT
After designing and getting the approval for the brand book, I created a Google Drive for the future design teams to pull and use different file types, colors, profile photos to scale and in their proper color profiles.
My runtime from finalized logo design to brandbook + rollout: 5 days
