The Challenge: Develop a new visual identity for the Youth in Philanthropy (YIP) program offered by the Foundation for MetroWest.
SA was tasked with developing a brand identity for the YIP program, one of the largest youth philanthropy education programs in the country. YIP, which operated in MetroWest for 20 years without a working logo and brand standards, decided the organization needed a compelling logo to appeal to middle and high school students ages 12 to 18.
SA outlined the following goals for the logo:
- Create a visual identifier for the Youth in Philanthropy program that visually maintained the relationship between YIP and the Foundation for MetroWest.
- Appeal to middle and high school students living in MetroWest
- Develop a suite of branding materials to support the new visual identity.
- Design and develop a microsite to communicate with key audiences and serve as a hub for all YIP program information
Our Approach: SA worked with the Foundation for MetroWest to visually define the YIP program as an important educational entity that improves the lives of those in need within MetroWest communities.
SA built on the Foundation for MetroWest brand guidelines to develop a suite of creative that was aligned with the parent organization’s look and feel. SA explored playful iconography that complimented the prominent orange featured in the Foundation for MetroWest’s branding. Working closely with the Foundation, SA designed a custom logo, wordmark, and color pallet.
Once the logo was approved, SA created brand standards for the new identity to be applied to all future program materials. SA used these new standards to inform the development of collateral materials and the website.
Results: The Youth in Philanthropy new program identity, collateral materials and microsite helped position the organization as an involved member of the community that was clearly linked to the Foundation for MetroWest.
The playful feel of the colorful branding speaks to the youth-oriented nature of the program and appeals to the target audience: students between the ages of 12 and 18. The new suite included: A logo, a wordmark, PowerPoint templates, Microsoft Word templates, letterheads, stickers, t-shirts, banners, folders, graphics, and a website.