Art Direction | Design

BBYO

BBYO’s mission is simple: more Jewish experiences for more Jewish teens. Unfortunately, their relatively recent rebrand had gone awry. Teens thought it looked childish, development thought it looked unprofessional, and regional staff found it difficult to use. When your target audience is up on their visual trends, you need a brand that meets their expectations. As art director I reworked the brand guidelines, bringing more energy while still “coloring within the lines.” I also empowered each of our 40 regional offices and our teen members to apply our new brand, giving them each a feeling of ownership. These brand guidelines still stand today.