Branding and Identity

Lisa developed a visual identity for the Empower Surrey campaign Keep Kids Out of Gangs.

GOAL

The Empower Surrey campaign had three goals: to empower action, reduce risk and make accessible resources to learn how to keep kids out of gang life. Directly informed by youth, this first-of-its-kind resource, offered tips, tools and information to empower parents, caregivers and other trusted adults to build protective factors, reduce risk, and better understand the challenges youth face today.

CHALLENGE

The design challenge was to speak to both kids and parents.

SOLUTION

The typography was reminiscent of rap/gang music word marks often seen on album covers, to communicate the subject at a glance. Photography focused on building strong connections, and strengthening protective factors. The colours were selected from the empowersurrey.ca website, to keep a strong and consistent recognition of the current identity.

RESULTS

The website saw a huge increase of visits with over 2,000 unique visits, compared with the goal of 100. More workshops are being requested by parents,and to date over 250 have attended. Trust and connection was built with residents, neighbourhoods groups and community leaders.

In addition to the Communicator Award, the program won a UBCM Award for excellence in service by increasing awareness of resources available and how to keep kids safe.