HYP
Brand Strategy / Design System / Art Direction / Social Media
Supporting a community to empower young voices.
Challenge
Hamilton Youth Poets (HYP) was created in 2012 and has since grown into an arts organization that offers Hamilton Youth a space to tell their stories through spoken word, verse, multimedia and poetry slam. Their annual festival is the celebration and culmination of the poets’ work in a space that celebrates the diversity and passion of the community. HYP needed a visual system to support their current identity, promote the festival and create an experience that the youth could own and be proud of. Budget is always a challenge for community organizations who are primarily funded by sponsors and grants. Understanding the limitations of the organization’s resources we focused on creating a strategy that would be budget and skillset conscious. Ensuring that the HYP team could run with the assets and quickly create anything they might need—even last minute.
Solution
Our collaborative process allowed us to work with HYP to discover the strategy that effectively supported their initiative. This lead us to create a modular that could be easily formatted to work with the various media needs of the organization. Humanfolk created tools and workflows that allowed the HYP team to create additional media based on the promotional campaign we created for them. For us, this project was about being the biggest contribution we could be to HYP and the youth they serve. Check out their monthly poetry slams and the Poetic License festival in May 2020 which we will be helping to launch again this coming year.
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