OTSC—18 UNDER 18
Branding system
2022
FCB chicago
Off the Street Club has been a safe haven for children growing up in one of Chicago’s toughest neighborhoods, offering support, community, and opportunity since 1900. For over a century, FCB has proudly partnered with the organization, providing creative and strategic support to help further its mission.
Each year, the club honors its most exceptional young members at a citywide fundraising gala, celebrating their resilience and achievements. I had the privilege of developing a design direction that not only uplifts these kids but also showcase their importance and potential.
Strategically, the team introduced "18 Under 18"—a recognition program inspired by Forbes’ "40 Under 40", designed to instill a sense of empowerment and prestige in these young honorees. My design approach reflects this vision by embracing the idea that “the sky’s the limit”, visualizing the limitless potential of these inspiring young adults and children.
18 under 18 logo
I designed a bold, expressive logo that draws inspiration from streetwear culture, reflecting the individuality and confidence of the kids being celebrated. The design embraces a sense of authenticity and self-expression, reinforcing the idea that each child’s unique identity is their strength.
A major influence for this visual system was the vibrant energy of 90s teen culture—particularly the iconic aesthetic of the television show All That. This playful yet empowering approach ensures the logo feels youthful, dynamic, and full of personality, perfectly aligning with the spirit of Off the Street Club’s 18 Under 18 initiative.
18 under 18 Pattern
This versatile typeface features a range of weight variations, symbolizing the diverse identities and unique personalities of the children at Off the Street Club. Just as each individual brings their own story and strength to the community, the typeface adapts and evolves—reflecting the spirit of inclusivity and celebration at the 18 Under 18 gala.
gala Magazine
To celebrate and spotlight each 18 Under 18 honoree, I designed a magazine where every winner received their own dedicated spread, allowing their achievements and individuality to take center stage. The magazine also featured a letter from the current Executive Director, an overview of extracurricular clubs, and group portraits of past honorees, creating a meaningful keepsake that honors both the present and legacy of Off the Street Club’s remarkable youth.
photoshoot
We had the privilege of capturing the 18 Under 18 honorees in their element—at Off the Street Club, where they felt most at home. To visually reinforce the theme that "the sky's the limit," we photographed them in natural sunlight with a low-angle perspective, emphasizing their confidence, strength, and limitless potential. This approach ensured that each child was not just the subject of the shot, but truly the focus of their own story—empowered, uplifted, and celebrated.
18 under 18 honoree & volunteer Pins
On the day of the gala, volunteers helping to support the event wore these pins to show their involvement. The 18 Under 18 kids also received these enamel pins to show off their status of being honorees.
