Credit: Project created whilst working at Magnum Advertising
“We are here to develop an expression of identity for our youth. Our goal is to reconnect youth into positive experiences centred around family and community with a commitment for transparent, honest and frequent interaction between people – face-to-face! Respecting this simple human element that signifies strength and integrity. Let’s change perceptions to open up the beautiful person within all our youth”.
The Challenge
Reconnect had a need to build a brand presence, to gain awareness in the conscious of the community regards what they were doing for youth in need. They had a logo - that we were told had to stay - but little else to spread their message. The focus was to create graphic elements that represented their essence, aligned to the vision and values that they live by.
Design Thinking
The drivers for the visual identity related to two key areas of the organisation; the 4 Strategic Pillars that lay at the core of everything Reconnect does, and the six programmes that they run.
The young person is the focus. A key aspect of a youths development and success relates directly to whanau. Therefore these two entities are the central points of reference, and everything is about ensuring positive connections between youth, family and by extension the wider community.
My interpretation was to implement a vibrant and bold graphical component to the brand. Visual engagement through colour and graphical devices that demonstrated the many layers of Reconnect... whilst ensuring attention and recognition of the identity.
Strategic Pillars or Pou
The 4 Strategic Pillars - or Pou - define the success of Reconnect. They are at the core of everything the organisation undertakes. They are the fundamentals that drive them forward.
What is a Pou?
It's a carved wooden post that marks territorial boundaries or places of significance, as related to community, culture and whanau. A Pou tells a story of cultural heritage, just as our youth have their story. A journey of discovery and how its manifested and shaped them into who they are and, just as importantly, how it’s defined them.
Flax Motif
Referencing interconnectivity and the weaving of people and relationships. Weaving flax creates, it forms something worthwhile and functional... it requires time, effort and care... the same elements that are required to mould a young person to ensure they become the very best they can be.
> Interconnection: Design a graphical device that represented the layers and connection between Reconnect, the youth and the family. And how Reconnect encompasses the rehabilitation and development of youth in need.
> Culture: There was a desire by Reconnect to represent the Maori culture through the design process, but in a subtle way as the organisation caters to all cultures and not Maori specifically.
> Colour: Colour plays an important role in all cultures. And for this project, colour was an effective way to breakdown and represent each of the core pillars and programmes that are implemented through Reconnect.
