Identity system for the Choice program

Client: The choice program and the fruit café

Duration: 2 months

Description:The choice program is supported by University of Maryland, Baltimore County. It is a non-profit organization administrated by The shriver center. Choice has been monitoring, training and advocating youth from past 30 years. The program has been training the youth and place them in Flying fruit café. Through this, they strengthen youth and family ties to the community through increased educational and vocational opportunities. 

Research: I immersed myself in the choice program and learned about their services, current branding, target groups, about their stake holders and partners through interviews and research.

Strategy: My strategy was to design different designs for different stakeholders since the target group for each stakeholder was different. I planned to design one-pagers, post cards and loyalty cards for the cafe. Even though the designs are different, I have tried to keep the system unified with similar images and typefaces. I have tried and made the designs balanced between casualty and professional.

Challenges: The challenge was to balance between making it look subtle yet eye catching. Even though the program is designed for youth, it is an professional program. The design needs to be eye catching yet, look professional.