Youth College
Paving the pathways to a brighter future for the latent talented youths
Brand Concept and Narrative
Brand Identity and Visual System
Brand Book
Brand Guideline
Brand Engagement
Project lead ——
Brand Union (Hong Kong)
Youth College as a skill learning institute particularly for the youths (Secondary 3–5), their mission is very clear to provide an alternative study opportunity for those who might not well fit the typical education system of Hong Kong.
/ Youth College So Uk campus (2009)
Unfortunately, the purpose, the role and even the image of Youth College were not sufficiently perceived by our community.
/ The concept of their existing logo
Besides, their role within the VTC (Vocational Training Council) family has always been confused by other members, like the similarity of the courses and the learning paths for the students.
After a fruitful brand workshop together with the senior management of VTC and Youth College, we had helped to work out a cohesive branding strategy for them, which covered brand repositioning of Youth College, as well as clarified their business focus and established their brand attributes anew.
Hence the key challenge of us was to reinvigorate the brand personality of Youth College in order to increase the public awareness on their uniqueness, and to elevate their brand value significantly.
/ New typeface Futura for Youth College’s new brand identity and visual system
As a matter of fact, it reflected Youth College’s promise in some ways to the youths they serve, and distinguished their role simultaneously from other VTC’s members.
/ Creating Youth College’s own distinctive Chinese and English logotypes (custom-designed wordmarks)
/ Youth College Tuen Mun campus
A revolutionary approach was accordingly assented to the team, the entire brand development of Youth College should more concentrate on the youths than ever, and consequently heading towards the brand refreshing concept.
Whence, a totally new brand identity and visual system were revealed, which also accompanied by their provoking yet inspiring brand strapline “Your Path Your Future”.
/ Website and signage system particularly designed for the new Youth College brand
In addition, a map concept brand book, and the brand guideline were created for all the Youth College’s members and their companions, these are indeed the essential brand building tools, especially for such ambitious change.
/ Brand book and all-day engagement workshop (also the introduction of brand identity guideline)
/ Some visuals shown here are for design reference only, the image rights belong to the corresponding sources
