EDEN YOUTH
OPENING DOORS FOR YOUNG PEOPLE IN SOUTH HAYWARD.
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.
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. 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.
Tagline.
Building from the door device, Eden Youth's tagline, “Open Doors. Open Arms.” 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.
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 highlighted their mission to build a healthy, vibrant community by empowering youth to drive change through collaboration and collective power. 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.
Brand Guidelines
Social media
Programmatic Advertising.
After refreshing the brand and website, our next challenge was to boost awareness of Eden Youth as a resource for Bay Area youth. We designed and implemented a campaign to increase their visibility and drive traffic to their website.
We developed the campaign strategy, identified the target audience, and created eight digital ads focused on general brand and program awareness. By running a programmatic advertising campaign, we leveraged the latest ad technology to hyper-target the desired audience and maximize the efficiency of their ad spend.
The two-month campaign drove over 5,000 new visits to their website—a big win for a small, youth-powered community organization. We also gained insights into which messages resonated most with their audience, and the team now has a collection of digital assets they can continue using across their own media platforms.
"Good Stuff team, thank you for your partnership, guiding us and lending your expertise. We know we are in good hands."
— Karen Halfon, Executive Director CEO
What we delivered.
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Brand Strategy
Research & analysis
Core essence + differentiators
Personality
Tone of voice
Purpose statement
Brand + program architecture
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Brand Voice & Identity
Elevator pitch
Tagline + descriptor
Key messages
Logo
Family of fonts
Color palette
Photography style
Brand book
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Website Design
SEO & Tracking
Site architecture
Website design (UX/UI)
Copywriting
Photography treatment
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Brand Experience
Brand launch campaign
Social media assets
Communication strategy
Programmatic advertising
See related work.
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Pivotal
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Community Action Marin
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Tipping Point Community
