18 UNDER 18

Branding system

2022

FCB

Off the Street Club has provided a safe and inclusive escape for young children in one of the toughest areas to grow-up in Chicago, IL. FCB as an agency has been involved with providing services and support for over 100 years as the club has been functioning since 1900. Every year, the club highlights some of the most outstanding children in the club and celebrates them at a fundraising gala in the heart of the city. I was given the opportunity to create a design direction that would uplift these kids and give them the feeling of importance that they so lovingly deserve. From a strategy stance, the team decided to highlight a few uniquely selected kids as 18 Under 18, much like the Forbes 40 Under 40 to help the kids feel empowered and important. My design direction touches on that and brings the idea of sky’s the limit to the forefront.

wordmark

I designed a wordmark that harkened back to the expression of streetwear and how individualism is so important to these kids. My main inspiration for this entire system was honestly the 90’s teen show All That.

Magazine

To highlight every individual 18 Under 18 kid, I designed a magazine that gave every winner their own spread to really highlight themselves. The magazine also featured a letter from the current Executive Director, extra-curricular clubs, and group shots of the highlighted girls & boys of previous years.

photoshoot

We were lucky to be able to visit the actual Off the Street Club where the kids felt most comfortable. We shot them in the bright sunlight with the camera lens below, uplifting them and making them the focus of the shot. This was the main story telling that the sky is the limit for these incredible individuals.

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 selected.