Youth Services of Tulsa, a nonprofit, had a brand story that failed to identify with or relate to the demographic they serve. A fantastic nonprofit organization with a story that failed to connect, and they knew it. Youth Services brand had been around awhile, in fact, it felt like a 1980's clinic versus a safe and friendly place that would attract their teenage clients.
We identified Youth Services true story. They didn’t just help homeless teens. They freed them from the paralyzing and confining hardships of being homeless. Youth Services gave them the freedom to achieve, to believe and to dream. They empowered them and gave them an avenue to be liberated from the circumstances that held them back. We captured that in the new logo that takes a page from street art and graffiti. The motion and movement in the logotype combined with teenagers freestyling gives you a sense of freedom and that nothing can hold you back. This is the real story of Youth Services. Helping homeless and struggling teens breakthrough the barriers that have prevented them from achieving their full potential.
Since launching the re-brand, Youth Services has nearly doubled their reach and their revenues. The brand has been broadly received by teenage clients, corporate partners and donors. Teenage clients proudly wear clothing with the logo because they know it represents a proud moment of change in their life.
Youth Services of Tulsa was once bound by their story - but now they too are “FREE TO ACHIEVE.”