A revitalized identity for a local nonprofit struggling to connect with parents.

A fresh start for a key local youth center after a 50 year slumber.

Introduction

One of Long Island’s local youth center had an identity crisis. Youth Directions & Alternatives (YDA) is a hybrid funded program whose purpose it was to support teens of the 4 surrounding towns. Although they have been around for 50 years, the locals simply had no clue.

The Challenge

YDA’s visual identity was at odds with the actual brand of the youth center. The most common misconception is that they are a real estate company, due to the logo.

Lack of coherent design and no set guidelines meant that every customer touchpoint was random, leading to no brand awareness at all.

Parents in the community weren’t aware of who or what YDA was. This presented a problem when asking for public funding.   

YDA executive director, Rod Miller, recalled not being able to make the Town Board truly understand why YDA was essential to the community.

The Solution

After a few collaborative workshops, it became clear that although it was a youth center, the parents were the ones who needed to understand the good that YDA brings to the surrounding community.

We crafted a brand story based around a fictitious parent and what they needed to help solve their problems. We created a striking new visual identity that brought fun and modernity to an aging brand.

In addition, a new website was designed & developed to engage with parents and provide up-to-date information on programs, trips & initiatives.