REIMAGINE Labs
Goal: Toronto based, non-profit organization Youth LEAPS, was designed to address the educational attainment needs of youth living in Scarborough, through their in-school and after-school tutoring and homework clubs. Within the past two years, Youth LEAPS has undergone significant change to its organizational structure and mission. From adopting a city-wide focus to reach youth across Toronto, to transitioning from an informal collective to an incorporated non-profit organization, Youth LEAPS was ready to expand and let Toronto experience what Youth LEAPS had to offer. The objective for this expansion was to create a new brand name, new logo and new website which reflects and helps represent the organizations mission, vision and values.
Concept: From an extensive amount of research to brand positioning, looking for key characteristics that the organization wanted to focus on was the starting point in brainstorming name generation and brand possibilities. After several stages of logo and name generations were made, along with feedback from the client and their team, ReImagine Labs was created. The brand name insinuated imagination, creativity, change making and new perspective while re-focusing the objective of the organization. For the logo design, the original Youth LEAPS logo was no longer a functional and effective representation of the organization because it was so heavy linked to education and school, where the ReImagine Labs logo really focused on those four brand sections with the help of a bold and colorful palette. For the website, matching the logo with a fresh, clean and colorful website was a key asset and ensuring that the user experience on the site flowed easily and users were able to follow along on the ReImagine Labs story.
