Brand Narrative • Logo • Visual Identity
The Asian Youth Center opened in 1990 with a mission to serve Asian immigrant youth and their families in San Gabriel Valley. Today, they serve low-income, immigrant and at-risk youth from diverse communities all throughout Los Angeles County, giving them the tools and support they need to thrive at school, at work and in life. They needed a new brand that recognized those changes, one that could guide and inspire their next 30 years.
We helped them transition from the Asian Youth Center to AYC, an organization that believes All Youth Can. We developed a brand narrative that celebrates their spirit of inclusivity, optimism and empowerment, then used those characteristics as the foundation of a new visual identity. Their new logo combines all three letters into a vibrant, dynamic and modern symbol, one that welcomes all youth to feel more confident in their future.