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Persona

N

.6

o

Age

23 years Old

Life Goal

Victor Brown pursues education and support to improve his challenging living conditions.

Challenges

Victor faces educational and career barriers, and lacks access to free learning resources.

Favorite Film Festivals

The YMCA

YouthBuild USA

4-H

VICTOR
BROWN,

a young car washer, deeply eager for education and personal growth, living in Detroit.

Personality

Extrovert

Logic

Minimal

N

.6

o

Empowering Young Americans

This project is a rebranding of the Boys & Girls Clubs of America, broadening its target audience from American children to young adults.

Objective

This project involves a comprehensive rebranding effort for the Boys & Girls Clubs of America, initially centered on empowering children, to encompass young adults (18-30 years old) in its mission. This rebranding initiative seeks to empower youth by nurturing their creativity, positivity, and sense of responsibility. Furthermore, it aims to encourage their active participation in society, recognizing their potential to make meaningful contributions.

Approach

To strengthen the Boys & Girls Clubs of America's commitment to empowering youth, this project focuses on three important values: creativity, positivity, and responsibility. These principles guide the organization's mission. The new visual identity of the Boys & Girls Clubs of America will highlight the energy and potential of youth. Using refreshing mint green and vibrant blossom red, the brand will inspire youth to pursue a bright future, resonating with current and potential members.

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