YPD Brand Identity
The Youth Program Directory strives to be a comprehensive, accessible, and timely source of information about programs and services available across King County for kids ages 5 to young adult. By improving partnerships between schools and youth serving organizations, they ensure young people will have enriching activities to participate in during non-school hours and summer breaks. The Directory also exposes young people to job training programs that give them a leg up on career development opportunities. The design needed to be seen as contemporary and aspirational in order to appeal to the pre-teen and teen demographic—hard to reach youth eager to engage in self-expression, as well as those struggling to prepare for the responsibilities of adulthood. The use of silhouetted shapes and monochromatic imagery delivered a bold, versatile aesthetic, and became the predominant visual metaphor for the brand.
