Contributed by Darren Tonn of Edmonton-based Incite.
YESS celebrated their 30th anniversary this year and made the decision to change their name. After three decades, the former Youth Emergency Shelter Society was transformed to YESS — Youth Empowerment and Support Services.
The YESS name had a lot of brand equity (people have been referring to them as YESS for a long time) so we knew we had to keep that, but they needed something to better describe what the organization has been doing for years (a lot more than just an emergency shelter).
While YESS does offer immediate shelter for homeless youth, the majority of its efforts go towards long-term support and bettering the futures of youths facing difficult realities. YESS services include guidance, training, and outreach, as well as housing and shelter. They are there to help shape and build up the youth of Edmonton so that they can fly on their own.
YESS is a relentlessly dedicated not-for-profit organization that shapes the future of Edmonton by supporting youth facing difficult realities. YESS offers distinctive and invaluable services through a variety of channels that range from immediate emergency shelter to ongoing support programs and individual guidance.
With the new/old name came the decision to rebrand. They were in need of a new logo that better describes who they are and what they do. The old icon was dated and bland with a colour palette that felt the same. We wanted to create a new icon that showed hope and freedom and potential and wanted it to be bright and colourful.
Old YESS logo (above)
(Click the image below for a slightly larger view.)
We wanted to do something special to celebrate YESS’s evolution. We wanted to shout from the rooftops that they are much more than an emergency shelter. We dreamt big, bigger than we thought we could get away with. We partnered with a video production company and an audio visual company to project a short video onto their building revealing the new logo. 3D projection mapping has not been done in Western Canada much so it created a huge buzz and helped give YESS some publicity and media coverage (media came out to the event and the video was shown on the news).
Marketing firm: Incite
Creative director, lead designer: Darren Tonn
Strategic planner: Margo Long
Account executive: Ryan Stark
Graphic designer: Sarah Schulz
Event project manager: Erin Clyde
(The new identity is most apparent from the 3:35 mark in the video below.)