PROJECT
This was a semester-wide project in which the scope was to choose an existing non-profit organization and then develop an entirely new brand and identity system from which to design a set of deliverables: Book, Event Ticket, Responsive Website, App, Signage & Wayfinding. The organization chosen for the project was Stand Up For Kids, a non-profit that aims to support homeless and at-risk youth and equip them with resources and skills that will help get them off the streets for good.
CONCEPT
As a point to humanize the life and struggle of homeless and at-risk youth, design choices were made to reflect the overarching theme that "we all have dreams" despite our backgrounds and experiences. This central concept was delivered through a foldout feature within the book design. Each included a front-facing photograph of two different people that would then open from the center to reveal each of their dreams and passions. The idea was to provide an interactive juxtaposition of two people, who on the surface both have their own dreams and passions, however one also happens to be struggling with homelessness. This, along with a thoughtfully determined set of other design elements, features, and concepts were extended throughout all deliverables in the project.
DESIGN
Aesthetically, designs were carried out entirely in black, white and gray to offer an underlying symbolism in the irony of homelessness, particularly among youth, being a social issue which many people treat as black and white, when in reality there is much misunderstood gray area. Core materials used were cardboard, duct tape, and newsprint paper to support a vernacular that conveys a certain sense of grittiness and a DIY mentality that is often associated with homelessness and the city street— the constant need to collect salvaged items, and “make due with what you have.”
BOOK DESIGN
LOCAL CHAPTER BOOKLET (INSERT)
EVENT TICKET
A local art show event ticket was designed around the central "We all have dreams" concept and executed through a lenticular print construction. The intention was to reimagine what was captured through the newsprint foldouts in the book design.
WEBSITE
Existing primarily as a digital resource for organizational news, information, and promotionals, the website was designed to be responsive across all mainstream digital platforms such computer, smart phone, and tablet browsers.
SMART PHONE APP
The Stand Up 4 Kids App exists as a social media platform to connect audiences to homeless and at-risk youth and their "dreams," in a refreshing and meaningful way. Users can connect with kids supported by a local chapter, learn about their interests and passions, choose to sponsor them, and stay updated on events where they can meet them as well.
SIGNAGE + WAYFINDING
Given the brand's established identity and visual system, signage and wayfinding was designed to illustrate the organization's building environment.
