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Like with most of our work for the city, we try to shake things up a bit. After all, ‘corporate’ and ‘institutional’ don’t tend to give off much of a recreational vibe to the younger demographic. And it just so happens, a recreational vibe that appeals to the younger demographic is exactly what we were going for with our work for Recreation and Culture’s Youth division.

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Our aim here was to make sure that the young people we were developing these programs for felt included, felt heard. We wanted each design piece to act as a rally cry for every young person living in Thunder Bay. Luckily for us, there happens to be the word ‘You’ in Youth. Highlighting these three letters within our identity gives us a dynamic logo complete with it’s own organic call to action. Youth get it?

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A strong ideal, vibrant colour scheme, youth-generated photography and a logo that handle’s most of the copyrighting legwork, come together to create the exact opposite of a stale, corporate brand. Recreational vibes achieved.

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