REBRANDING THE YOC
- Bringing new energy to an established brand -
The Youth Opportunity Center (YOC) has been around for over 25 years, and its staff has touched the life of thousands of kids and their families. The reputation and equity built under their existing brand identity was a valuable asset that served them well for many years. But after several decades of use, it was time to refocus the brand into what it has become today, and infuse some energy back into their organization.
After research and discussion with our client, we determined that evolving their existing brand identity, rather than completely changing their name or logo, was the best decision. By doing this, the brand can take on continued growth & new changes in their market, while maintaining the relationships and trust they’d already established with donors, placing agents, and families.
The YOC was already a client of Whitinger Strategic Services, which provided us an intimate understanding of their brand, services, and various target audiences. It also gave us insight into what a drastic change this would be, and how best to orchestrate that change.
At the core of the rebrand was a focus on the success stories about the kids at the YOC, rather than the difficult situations that brought them there. That transformed the look and feel of the new brand into one with more life, color, and vibrancy. Combining this new perspective with the existing elements meant that the YOC could celebrate their past while also looking forward to their future.
"While we wanted to maintain a connection to our roots, we also wanted to better demonstrate the energy, vitality, and hope that the YOC team brings to the work we do.”
Rick Rowray, YOC CEO
Corrected minor shape imperfections
Phased out the tagline
Removed extraneous words
The new photo guidelines incorporate imagery showing kids and their families as happy and healing. This allows the messaging to convey hope and promise to those seeking out the YOC for help.
We’ve also incorporated imagery from nature throughout all marketing pieces to depict the seasons of life and the opportunity for new growth.
The Brand In Use
Ultimately, the best test of a rebrand is how it plays out across all its points of contact: on digital pieces like social media posts, on mailed pieces like annual reports, and even in-person at recruiting and fundraising events. This is where the refreshed logo, type treatments, and photography combine into something fresh and exciting.