Youngworks is a unique advertising agency with in-depth knowledge of young people and their behaviour. They gain this knowledge by research and use it to train companies and to build brand campaigns. The agency exists for over 18 years and holds a unique position in the Dutch advertising landscape because of its expertise.
The corporate identity of Youngworks had a serious tone and style. It fit their focus on knowledge, but it didn’t quite resonate the fact that they also create attractive communications for a young audience. The identity needed to be changed in such a way as to show this quality too, but without the company losing its credibility.
We developed a creative strategy and new corporate design based on playfulness, diversity, and enthusiasm, three important characteristics of young identity.
The playful photography, combined with the tag line ‘serious about young people’, creates a visual contradiction. This is a distinctive way of showing that Youngworks is very serious – about a playful subject.
GRAPHIC DESIGN ELEMENTS
Photographer Martijn van de Griendt created a portrait series featuring young people. These images, as well as a new logo and series of illustrations created by Vincent Sapthu, provide the basis of the brand style. Both are recurring elements in the corporate identity.
Graphic design, as well as site structure and online content, were reevaluated, redesigned, and rewritten.