Setup Youth For Success

THE PROBLEM For many high school students, thinking about life after graduation is overwhelming. Many students don’t see themselves reflected in traditional higher education. Setup Youth for Success (SYS) is a program under the Northern Arizona College Resource Center (NACRC) that bridges this gap by preparing students for the workforce, trade schools, and certificate programs. However, aligning with Northern Arizona University’s institutional look can feel intimidating to the very students SYS was trying to reach. The challenge was to create a brand that felt friendly, approachable, and exciting, while still aligning with NAU’s branding. THE SOLUTION Instead of strictly adhering to NAU’s traditional branding, I pushed for approachability. Research shows that younger audiences respond more positively to illustration-driven design. Using this insight, I incorporated rounded shapes and vibrant colors. To maintain consistency with NAU, I retained the university’s color palette. I also created a brand book to explain how the brand should be used across social media platforms and print. The brand book includes icons and illustrations that highlight possible career options, as well as mountain elements to reflect the Flagstaff landscape. The result is a brand that is approachable, optimistic, and reinforces the goal of reaching students and supporting their path to career success.