The Youth Group

In the mission to empower young individuals and create a powerful movement, The Youth Group (TYG), led by its founder Jack Parsons, the UK’s Chief Youth Officer, has cultivated a global community of almost 2,000,000 young people from diverse backgrounds. TYG provides young individuals with essential tools for workplace success connecting them with enterprises, government entities, and educational institutions to facilitate meaningful engagement and support.

The task at hand was to craft a new brand identity that embodies the diversity of the TYG community, evokes excitement, and ignites curiosity among the younger audience. The new brand identity for TYG serves as a vibrant celebration of the countless young lives the organisation has influenced and the unpredictability of their everyday experiences.

While focusing on an exciting visual identity and a captivating website, the UX design underwent multiple revisions to cater to the distinct needs of two user categories: young individuals seeking support and enterprises seeking partnerships. The primary focus was developing a functional business tool to expand TYG's reach to new audiences. The new brand identity celebrates the vibrancy of youth and the unexpected twists of their everyday life.