Eden Youth Rebrand — Good Stuff Partners

Opening doors for young people in South Hayward.

EDEN YOUTH

Over 45 years ago, local advocates created Eden Youth and Family Center to provide vital resources and support to the underserved communities in Hayward. Fast-forwarding from their grassroots origins, they are now an integral part of the community, a true source of engagement, education, resources, opportunity, and belonging for over 3,000 young people each year. With a wide variety of programs, services, and expertise under one roof, clarifying their offering makes everything more accessible to those who need them most. It was essential that their brand and communications reflect the vitality, dedication, and warm, open hearts they offer the youth of South Hayward.

edenyouth.org

Name + Identity.

Working with their leadership team, we shortened their name to Eden Youth to demonstrate that they're a youth-powered organization and that their work goes way beyond the walls of their physical space. Eden Youth protects and nurtures the well-being of their community by providing holistic support and creating a safe space for everyone to heal and thrive. They're here to unlock opportunities and provide support to realize those opportunities. They want all of Hayward and its neighbors to feel welcome to come to them with anything they need.

With this in mind, we approached their identity with welcoming at the forefront, representing a doorway within the "O" in Eden Youth. We developed a custom typeface with fun angled cuts that echo the diversity and individuality of each community member. The vibrant color tones on a deep navy base play up the youth's inherent energy and creativity.

Building from the door device, Eden Youth's tagline, Open Doors. Open Arms.(TM) reinforces their mission to be a safe space of belonging within the community. This memorable tagline expands into multiple statements capturing everything they do, from healing and prevention (Open Hearts) to education in the arts and technology (Open Minds) and advocacy and community engagement (Open Eyes). A campaignable tagline like this helps their small organization get real mileage from this rebrand.

Website + Voice.

Eden Youth's old site needed to communicate who they are and their purpose within their community. With only a small portion of their programs displayed and no clear common thread between them, it took a lot of work to understand everything they have to offer, what they are working towards, and the great success they've had to date. We brought their purpose of building a healthy and vibrant community through collaboration and collective power to the forefront, showcasing that their work focuses on giving youth the microphone to create this change. Reworking their collection of programs into three categories demonstrates their multifaceted approach of Wellness & Prevention, Education & Skill-Building, and Advocacy & Engagement. These categories allowed them to share their expertise and offerings and celebrate their wins in each area, which is helpful to donors, grantmakers, youth, and parents alike.

While Eden Youth tackles difficult societal challenges, they are forever hopeful and full of encouragement. Their warm, open hearts are reflected in the nurturing, go-get-em language across the site. This tone of voice inspires everyone to come together to actively build the community they want.

Programmatic Advertising.

With this beautiful and fun new brand that feels so authentic to them, Eden Youth wanted to shout from the rooftops about all of the good work they do. We gave them the next best thing with a programmatic advertising campaign across Alameda County. For two months, we ran eight messages focusing on general brand and program awareness, to expand their reach.

Their humility and empathy are visible in every aspect of their work. They continue to make a profound impact in their local community, opening their doors and welcoming more opportunities every day.

What we delivered.

Brand Strategy

Research & analysis
Core essence + differentiators
Personality
Tone of voice
Purpose statement
Brand architecture + program
Brand Voice

Elevator pitch
Tagline + descriptor
Key messages
Brand Identity

Logo
Family of fonts
Color palette
Photography style
Brand book
Brand Experience

Brand launch campaign
Social media assets
Website
Programmatic advertising