Youth Square
Rebranding Youth Square in Hong Kong
Rebranding Youth Square in Hong Kong
Y Square is a Youth development center based in Chai Wan, Hong Kong. It offers a wide range of resources, but is under-utilized due to its outlying location and general lack of knowledge of its existence. Our rebranding sought to create a memorable mark and put it on the map.
A shifting logo system was developed to keep the brand young, fresh and in the hands of its patrons: the youth. The multitude of Y’s initially developed for the rebranding would later be supplemented with youth-generated Y’s, involving them directly in the identity.
A shifting logo system was developed to keep the brand young, fresh and in the hands of its patrons: the youth. The multitude of Y’s initially developed for the rebranding would later be supplemented with youth-generated Y’s, involving them directly in the identity.
The focus is on individuality and creating a unique experience for each of its customers. This theme is displayed through advertising, a phone application, building exteriors and a fresh updated website.
The tag line, “Find your place” was chosen to represent Youth Square’s ability to provide an experience tailored to each individual’s interests and passions. The variety of Y’s, often shown tiled next to each other, reinforce thisidea of individuality.
A Youth Square sticker would be mailed out to the youth within Hong Kong, to be carried around and affixed to whatever surface they see fit. The surface within the Y-shaped silhouette would create a unique
Youth Square logo.
A Mobile APP would work in conjunction with the mail out stickers. Once downloaded smart phone users could scan images of the Y placed around the city and a video would play within the die cut of the Y highlighting an activity within Youth Square. The line “Find Your ____” would be filled in also. There would be a call to action and link to visit the Youth Square website below the image.
The website continues the theme of individuality and displays multiple Y logos. Each page change and visit to the website displays a be different skin with a Y living in its own environment.
Introduction Motion Sequence:
The website opening sequence displays Y logo transitions ending on a pulled apart Y showin g the 4 clickable sections of the website.
Introduction Motion Sequence:
The website opening sequence displays Y logo transitions ending on a pulled apart Y showin g the 4 clickable sections of the website.
