YSS Redesign

This rebrand focuses on reshaping YSS into a welcoming, uplifting space for teens ages 12–18—one that encourages growth, mental well-being, and recovery without the heaviness or stigma often tied to asking for help.

For this project, I chose to redesign Youth and Shelter Services (YSS) after conducting a detailed brand audit and exploring their mission, outreach programs, and values. YSS offers mentoring, crisis support, housing programs, and counseling for youth, yet their existing visual identity didn’t reflect the warmth, safety, and encouragement behind their services.

My goal was to shift their brand toward something clearer, more supportive, and more youth-focused. By reimagining their logo, color palette, and overall visual tone, this rebrand aims to better resonate with teens, communicate trust, and highlight the organization’s role in guiding young people toward brighter futures.

RESEARCH

Brand Audit

Mission Statement: To create hope and opportunity by putting kids first.
Vision Statement: A world where youth are valued and empowered to stand strong.
Brand Values: Commitment, collaboration, compassion, innovation, integrity, ‘can-do’ spirit.

Target Audience

Age: Primarily 12 to 18 years old
Gender: All genders
Socioeconomic Status: Low to middle income, often facing financial hardship or unstable living conditions
Geographic Location: Primarily Iowa, especially areas with higher rates of youth homelessness or substance abuse
Background: At-risk youth, including those experiencing homelessness, mental health issues, behavioral challenges, or substance abuse

S.W.O.T Overview

Strengths
• Consistent use and good incorporation of color palette
• Effective header typography
• High quality imagery and graphics

Weaknesses
• Connotation of main brand color- red symbolizes anger or danger which conflicts with brand values
• Difficult legibility on body type
• Logo is unrepresentative of what the brand is about

Opportunities
• Using color and type to make brand more approachable and easily understood
• Creating a more identifying logo that makes more sense with the brand mission