You Matter Mentorship.case study

You Matter Mentorship
brand design

Master's Program

March 2016

Developed as part of my Master’s degree in branding, You Matter Mentorship was created to address the need for accessible, impactful youth support. Unlike traditional programs with limited reach, the brand leverages modern technology and strategic visual communication to deliver personalized mentorship in a digital-first world, amplifying every voice, honoring every journey, and supporting every dream.

Concept-driven moodboard

Infograph pitch

You Matter Mentorship

Brand Design & Visual Communication

Problem

Youth mentorship programs often struggle with limited resources, inconsistent branding, and a lack of digital accessibility. Many existing initiatives fail to reach today’s youth in meaningful, modern ways, leaving a gap in support for personal growth and guidance.

Strategy

As part of my Master’s degree branding program, I set out to design You Matter Mentorship as a forward-thinking brand that:

Amplifies every voice through inclusive design and messaging
Builds trust with a professional yet approachable identity
Adapts to digital platforms, ensuring accessibility and scalability
Communicates empowerment, with visuals that honor individuality and inspire growth

The strategy combined brand positioning, graphic identity systems, and visual storytelling to establish a mentorship platform that feels authentic, supportive, and relevant in a digital-first world.

Design

Logo design: A modern, approachable mark symbolizing connection and growth
Typography & color palette: Bold, inclusive, and youth-oriented choices for readability and emotional resonance
Visual system: Graphics and layouts adaptable across print, social media, and digital platforms
Communication design: Templates for promotional campaigns, mentorship resources, and digital engagement

The design direction ensured consistency while allowing flexibility to scale across touchpoints, from web presence to community outreach.

My Role

Developed brand strategy including positioning, audience, and visual voice
Designed logo, typography, and color system for a cohesive identity
Created visual communication assets for print, social, and digital platforms
Delivered a digital-first experience with scalable layouts and templates

Brand style guide

Research & insight - visual direction

To define the visual direction for You Matter Mentorship, I began by conducting in-depth research into the brand’s values, audience needs, and competitive landscape. This informed the creation of a moodboard that served as the foundational guide for the brand’s creative identity.

The moodboard established the emotional tone and aesthetic, balancing modern minimalism with warmth and approachability. It included reference imagery, typography inspiration, color palettes, material textures, and style cues aligned with the brand’s positioning and target audience.

Early pre-sketches and rough layouts allowed rapid iteration on layout structure and visual hierarchy, ensuring clarity and engagement. A comprehensive brand style guide was developed to maintain consistency across all touchpoints—from typography and iconography to color systems.

Finally, infographic visuals were crafted to translate complex information into clear, engaging storytelling assets, reinforcing brand clarity and enhancing the user experience. This phase demonstrates how strategic visual communication and purposeful design can transform mentorship into an accessible, compelling, and digitally-first brand experience.

Logo development & final identity

To create a logo that truly resonated with the You Matter Mentorship audience, I combined research, moodboards, and target audience insights to guide the design process. Multiple logo concepts were developed and shared with the core audience to gather feedback on clarity, preference, and emotional impact, ensuring the final mark reflected the community’s voice and expectations.

Through sketches and digital drafts, I explored directions that balanced empowerment and approachability, creating a visual identity that embodies the brand’s mentorship values, personality, and mission. This process demonstrates how strategic brand design and visual communication can align a logo with purpose, audience needs, and emotional resonance.

Final logo design developed with Photoshop and Illustrator

Logo versions: transparent, black & white, & color

Final Logo Design

The final logo for You Matter Mentorship was developed using Adobe Illustrator and Photoshop, translating research insights and audience feedback into a mark that is empowering, approachable, and reflective of the brand’s mentorship values. The process combined sketch exploration, digital iteration, and visual refinement to create a cohesive, flexible identity ready for digital and print applications.

Dynamic Logo

The dynamic logo animation brings the You Matter Mentorship identity to life, enhancing engagement in digital-first, youth-focused environments. Motion design was used strategically to create a memorable, approachable, and emotionally resonant brand experience, reinforcing the values of openness and support.

Using smooth easing, transparency effects, and carefully timed keyframes, the animation establishes a cohesive visual rhythm that reflects the brand’s mentorship mission while making the identity feel dynamic, modern, and adaptable across digital touchpoints.

Brand Book Flipbook Video

The Brand Book flipbook video transforms the static brand guidelines into a dynamic, engaging experience, making it easier for audiences to absorb the brand’s visual language and storytelling principles. By animating the brand book, I was able to showcase the identity system—typography, color palettes, iconography, and visual tone—in context, reinforcing consistency and clarity across all touchpoints.

This approach emphasizes the purpose of the brand: to communicate mentorship values in a way that is accessible, inspiring, and visually compelling. The motion and pacing guide viewers through the brand’s core elements, translating complex design rules into an intuitive, memorable experience that aligns with the brand’s modern, youth-focused mission.

You Matter. Your Story. Your Legacy

The You Matter Mentorship flipbook became more than a presentation, it served as a storytelling vessel that captured the heart of the brand. By blending research, visual identity, and narrative design, the flipbook translated abstract ideas into a clear and compelling journey. It showcased the mentorship process with clarity, consistency, and inspiration, strengthening the program's brand presence. The result was a tool that not only communicated values but also deepened trust, positioning Your Matter Mentorship as a visionary initiative dedicated to empowerment, connection, and legacy.

A storytelling tool that elevates the You Matter Mentorship brand with clarity, connection, and impact. I used a blend of creative and technical tools as a influence presentation to potential stakeholders.

Case Study Conclusion

Strategic Brand Identity: Developed a cohesive logo, typography, color palette, and visual system that reflects the brand’s mentorship values and mission.
Audience-Centered Design: Incorporated research, moodboards, and feedback loops to ensure the brand resonates with youth and digital-first audiences.
Consistent Visual Communication: Created a comprehensive style guide and digital assets that maintain clarity and consistency across all touchpoints.
Engaging Motion & Interactivity: Animated logo and flipbook video bring the brand to life, enhancing memorability and emotional connection.
Purpose-Driven Design: All visual and motion decisions reinforce inclusivity, approachability, and empowerment, creating a brand experience that supports the mentorship mission.