Program
About
The Burwood Youth Advisory Group (BYAG) is a volunteer-run committee of people aged 14-24. The group aims to represent young people in the local community while developing teamwork and leadership skills.
With their previous logo outdated and minimal marketing efforts in recent years, the group wanted to revitalise their online presence, promote the group, and attract new members with a new brand identity and marketing collateral. They wanted a new logo and branding that aligned with their current identity and vision and would remain relevant for years to come.
Designed in consultation with members of the group and Burwood Council, the new branding captures youthfulness and vibrancy in a timeless design. I delivered a refreshed brand identity, with an accompanying flyer and social media posts to assist with their marketing campaign.
Services:
Year: 2024
Case Study
Research and evaluation of existing branding
I began by researching BYAG and assessing its existing branding and online presence. The group had an Instagram page which hadn’t been updated in five years. The existing logo featured a old Burwood Council branding with small, hard-to-read text, and the overall design looked outdated. The posts showed group members and activities, but there wasn’t a consistent look or feel. Therefore I saw an opportunity to create a clear and cohesive brand identity for their social media.I also conducted competitor analysis into the branding of several local non-profit organisations, especially ones aimed toward young people. I found that the simple forms and bold colours on many of their logos were effective and engaging, and wanted to emulate this in my design.
Sketching and ideation
I started sketching out rough ideas on paper, then moved them to Illustrator to refine and iterate.
Draft logo concepts
I refined my ideas into a few draft logos, and I presented following preliminary logo concepts to the BYAG members and Burwood Council project lead.
Feedback and iteration
After consulting with the group, where one concept was chosen as the preferred logo, I iterated further based on their feedback. I experimented with adding an outline to make the logo more defined.
Final logo and brand elements
Using bold colours in a playful, lively design, I aimed to reflect the group’s members and target demographic with a contemporary look.
The speech bubble and bursts represent advocacy and the group’s goal of amplifying the voices of youth in the community. The main type and contrasting navy outline evokes high school varsity jacket aesthetics, emphasising the youthfulness of the logo. The orange colour and sub type are derived from Burwood Council’s branding, denoting the link between the two organisations.
The logo elements can be used as individual design elements in marketing collateral.
Social media assets
Mockup of BYAG’s new Instagram page using the social media templates: