Youth
The Youth brand was created for the AHCC young adults group in Downey, California. Unlike most youth groups, the Youth brand was simply named and the vibrant, hand-made brushstroke logo was built to convey the grittiness of a generation that is positioned to leave it’s mark on the world. Elements of the brand consist of a custom logo, apparel and custom print pieces to help promote the brand to the youth of southern California.
Inspiration
The primary challenge behind creating a brand for Youth was the fact that the audience it needed to represent was incredibly diverse in terms of style, interest and social views. With this challenge in mind, I wanted to create a mark that not only could be paired with any color or texture but could represent the tactile theme of “being the change you want in the world”.
This theme led me to explore the unique medium of brush-based artforms ranging from Japanese calligraphy to street graffiti. All forms, conveyed a level of intentionality and self-expression I was looking for while maintaining the versatility to accommodate any range of color and texture.