I developed the brand identity for You(th) Matters, an initiative focused on amplifying youth voices around police-youth interactions and driving reform in American policing practices involving young people. The client requested a full brand package—including logos, a color palette, and social media content—with an emphasis on connecting with a teen and young adult audience. To reflect that, I crafted a vibrant, approachable visual style using bold color choices and a handwritten-style typeface to evoke authenticity and youth energy. The brand needed to feel empowering, accessible, and rooted in advocacy. You(th) Matters is a program of Strategies for Youth, a national nonprofit working to improve interactions between law enforcement and youth. This project showcases my ability to build mission-driven, audience-focused branding from the ground up.
