Northwest Youth Services

 

Northwest Youth Services is a nonprofit that provides homeless youth with resources and support for a healthy life. As part of the AIGA Changemaker series, I joined a team of volunteer designers and PM's to design a strategy for increasing awareness of the organization and its youth career program.

Our team translated extensive user research to key brand pillars, naming, brand definition, and visual identity development. We then created a pamphlet and microsite proposal to communicate NWYS's accessibility, trustworthiness, and positive impact to the community.

ROLE

Information architecture, User research, Wireframing, UX design, Visual design

TEAM

Design lead (me), PM, researcher, branding specialist, and two other designers

 

Research

Our team interviewed 12 people who were involved with or affected by our non-profit. Afterwards, the design team and I crafted four personas to help the organization better understand and serve the clients of NWYS.

  • NWYS is seen as a positive force in the community
  • Current marketing materials were aimed at Clients (youths); any donor interest was an unintended, added bonus
  • NWYS offers a variety of programs, but few community members know about them

KEY FINDINGS

 

Brand development

We used our research findings to define a core brand that is accessible, communal, resilient, and inspiring. We translated these traits into an uplifting visual identity with bright colors and bold type. We aimed to convey a youthful, confident personality that was inviting for multiple audiences.

 
 
 Program rename (previously: Vocational Readiness Program)

Program rename (previously: Vocational Readiness Program)

 
 
 Name options

Name options

 
 

Mood board for visual direction

 
NWYS-fonts-colors
 
 

Strategy

To introduce the organization in an efficient way, we chose to tell stories that illustrated NWYS as an empathetic and supportive ally. The result was a simple pamphlet that showcased their programs and ways to donate, as well as a microsite that allows for easy donation.

 
 
 
 I created the microsite design from wireframe to final high-fidelity mockup.  

I created the microsite design from wireframe to final high-fidelity mockup.
 


Brand book

To make sure our work extends beyond the Changemaker series, we created a brand book with extensive identity guidelines, activation ideas to target new donors, and resources to generate new material on their own. 

 

The team

Hamming it up or focusing intently

tina-nwys-presentation
 
 
tina-nwys-group