Youthline
Helping a 50-year old organisation find its way back into young people’s ‘hoods.
Role: Brand Strategist + Client Navigator | Agency: Curative
Learning: Young people hold the answers.
We built this brand in partnership with 21 young people, Youthline staff and volunteers from across Aotearoa.
They told us that while Youthline was a trusted source of help in some communities, in others it was still a stranger. We also heard that for a lot of young people in Aotearoa, not asking for help still feels easier than asking for help. And finally we heard that while Youthline was well-known amongst young people, it lacked street cred.
So we built a Youthline brand that feels like it’s from all young people’s neighbourhoods. A brand that makes the hard feelings stuff easier. And a brand that young people would want to rep with their mates.
One young person told us they wanted the Youthline brand to be strong enough to diffuse the mental health bombs they often felt like they carried around in their head.
That’s why every part of the brand - the colours, photography, fonts and tone of voice - draws inspiration from the spaces young people find their strength in Aotearoa. Basketball courts and skateparks. Marae and Aunties couch. Dairies and sidewalks. Backyards and beaches.
By reflecting young people’s spaces of strength, our hope is the Youthline brand will feel like a place young people can go to, to draw their own strength.
