YCDS
Bravely and boldly revealing YCDS’s genuine personality
Brand Concept and Narrative
Brand Identity and Visual System
Dream and Strength are the two most consequential brand attributes of YCDS, who is a career development service for local youths, started and leaded by Evangelical Lutheran Church Social Service (Hong Kong).
/ Energetic is YCDS’s intrinsic brand attribute while Dream and Strength are explicit and vital to their target customers (mostly youths)
We have helped them to sharpen and depict their brand personality in order to project a more relevant and approachable image to reconnect their target customers.
/ Concept development and some exploratory designs (symbols/wordmarks)
/ Brand identity was indeed inspired by some local graffiti
To rebuild YCDS’s coherent brand recognition and expression, a striking identity and a new set of brand visual system have been introduced to them.
Indeed, we were inspired by some graffiti located in Soho area of Central, those energetic forms and designs perfectly reflected the character of the brand, in a way of self-actualization.
/ Logo scale and space relationship between YCDS and their parent institution
/ Implementing YCDS’s new brand visual system, which embodies the essence and coherence of their brand
