CULTURE SPRING
Copywriting, Document design, Visual identity, Brand design
Project (Prompt):
Culture Spring is a new youth-led initiative backed by the Centre for Multicultural Youth (CMY). We are a group of young people from multicultural backgrounds, committed to creating change using a youth-led framework We think differently, and we want our visual identity to reflect this! After years of co-design, we are excited to launch in July 2023 with a shiny new name and services… but we need a logo and branding!
Insight:
Much of CMY’s existing audience was between the ages of 16 and early 30’s, this means we needed an ident with strong, vibrant colours and a visible identity, something to set the company apart and to represent the youth that they will be supporting. To make something the youth wants to interact with, it had to feel like it was made by them and for them.
Solution:
Taking visual and creative direction from places like streetwear magazines, popular culture and disruptive messages and copy, the culture spring brand is built on the back of strong visuals and bright colours to represent the unique identity of our generation. Built with a digital focus the colours shine best in places like Instagram, with suitable alternates set aside for print.
