Youth in Focus is a small yet nimble team dedicated to fostering creativity, creating a safe place and teaching foundational skills to Seattle’s youth. In recent years, their approach evolved from a photography-focused teaching organization to a place where youth hone their creative confidence and professional skills. As an established organization of 25 years, their brand needed a refreshed strategy reflective of how they have evolved.
“We are receiving rave reviews and feedback…Thanks so much for helping us bring our ideas and values to life in this fun new branding and language.”
Samantha Kelly, Youth in Focus
Executive Director
The Situation
Our Role
Resource Media applied our inclusive research approach and brand strategy expertise to design a brand that reflected the student’s creative spirit and would inspire new students, staff and funders to get involved.
We began with a discovery process interviewing a diverse set of stakeholders and facilitating in-person workshops, one exclusively with the students and the other with the staff and board of directors. This guided our approach to establishing our narrative pillars, which consisted of a new tagline, vision, mission, values, attributes, personality, voice, and story. The visual system drew inspiration from the students themselves. It is unapologetically youthful, bold, and fun.
The Impact
The rebrand provided Youth in Focus with a strong foundation that set them up for future communication and marketing efforts. Since the completion of this project, our work has inspired the redesign of their website (https://www.youthinfocus.org/) and has brought a bright energy to their latest impact report (https://bit.ly/yif-impact-report). The brand ecosystem we designed uplifts the student work and makes it easy for staff to apply to new marketing materials.
