Award-winning Art Direction and Design. Helping businesses develop their brand though creative ideas.
Award-winning Art Direction and Design. Helping businesses develop their brand though creative ideas.
“Early intervention is the key to breaking the cycle of youth offending.”
The Youth Endowment Fund provides grants to organisations who put early intervention at the heart of efforts to tackle youth offending. Aiming to support at-risk children and young adults as young as 12, the brand personality has the triple tenets of credible, collaborative and brave. The Youth Endowment Fund is comprised of three separate organisations; Impetus, Early Intervention Fund and Social Investment Business, and the identity would have to sit on it's own as well as alongside the partner logos.
I designed a unique and memorable motif which consists of a geometric brand mark comprised of two semi and one quarter circle. From left to right, the first semi circle lays concave and that the curvature is aligned to the base line. This, combined with a sombre blueish-grey colour, represents a negative cycle that seems predetermined. The next semicircle, in yellow, represents a disruption to that cycle by an early intervention and offers hope and optimism. The quarter circle intersects the yellow shape, in a bright and positive coral red. This indicates that the cycle is broken and a new path is formed.
These shapes have been rendered with soft edges to keep the look friendly and approachable, yet credible. This motif was then used across all of the communication touchpoints to create a cohesive identity.
I worked in conjunction with Hillcrest (strategy) and Upwards Group (technical development).