CASE STUDY
SUMMER YOUTH EMPLOYMENT
OVERVIEW
The Summer Youth Employment (SYE) program, an initiative of the Urban Affairs Coalition (UAC), aimed to provide young participants with valuable career exploration opportunities and learning experiences. The program sought to enhance financial literacy, leadership skills, and collaboration capabilities among the youth. DVS&Co was engaged by UAC to create an independent brand identity for the SYE program and design a user-friendly website that efficiently communicated program details and encouraged participation.
GOAL: TRANSFORMING THE SUMMER YOUTH EMPLOYMENT PROGRAM’S BRAND IDENTITY AND WEBSITE
CLIENT BACKGROUND
The Urban Affairs Coalition Summer Youth Employment program provides paid summer job opportunities and internships for youth ages 14-18 through the WorkReady Program. The Summer Youth Employment Program consists of programs that offer participants the opportunity to explore their interests and career paths and engage in learning experiences that will help them improve their financial literacy, leadership, and collaborative skills. Youth participants must live in Philadelphia and be between the ages of 14-18.
CHALLENGES
- Establishing a distinct brand identity for SYE while maintaining its affiliation with the Urban Affairs Coalition.
- Crafting a website that seamlessly presented relevant information to both potential student participants and potential employers.
- Incorporating elements of UAC’s logo and brand identity into the SYE design to ensure a cohesive look and feel.
STRATEGY & EXECUTION
1. INITIAL CONSULTATION
DVS&Co held discussions with the UAC team managing the SYE program to gain insights into its mission, values, and objectives. This formed the foundation for the brand identity and website design.
2. BRAND IDENTITY CONCEPTS
Keeping UAC’s brand identity in mind, DVS&Co presented two concept sketches to the SYE team. The first concept featured an open book with pages forming a sun inside a protective shield, symbolizing knowledge, security, and new beginnings. The second concept showcased a torch, possibly held by hands, with the UAC icon forming the flame, signifying mentorship and leadership passing on. The selected concept aligned with the program’s values.
3. LOGO REFINEMENT
DVS&Co digitized the chosen logo concept and presented various versions to the SYE team. The collaboration continued with the selection of the ideal font pairing for the logo, ensuring a harmonious and impactful visual representation.
4. COLLATERAL AND SWAG
DVS&Co developed basic collateral materials and swag items to reinforce the brand identity, allowing the program to establish a consistent presence across multiple touch-points.
5. WEBSITE DEVELOPMENT
The existing copy from UAC’s website page for SYE was used as a starting point for the website’s preliminary design. After receiving feedback and approval on the design aesthetics, DVS&Co incorporated updated images, descriptions, and essential tools and functionalities to create a modern and engaging website.
6. NAVIGATION AND USER EXPERIENCE
Ensuring an intuitive user experience was a priority. The website was designed to provide clear information on program offerings, application procedures, timelines, and resources for both students and potential employers.
DELIVERABLES
The collaboration between DVS&Co and UAC resulted in a successful transformation of the SYE program’s brand identity and website. Key outcomes included:
- A distinctive brand identity that captured the essence of SYE’s mission and values while harmonizing with UAC’s brand elements.
- A user-friendly and visually appealing website that effectively communicated program details, deadlines, and processes to both students and employers.
- Collateral materials and swag that reinforced the brand identity and created a consistent visual presence.
CONCLUSION
The reimagining of the Summer Youth Employment program’s brand identity and the creation of its dedicated website exemplify the power of strategic design thinking and collaboration. By balancing the independence of SYE with its affiliation to UAC, DVS&Co effectively conveyed the program’s mission and benefits to a diverse audience. The transformed brand identity and user-centric website now serve as vital tools in inspiring and equipping the next generation of earners with valuable skills, knowledge, and opportunities for personal and professional growth.