As part of Studio Project 1, this branding project titled Project Bridge, is aimed to provide a stronger identity for YMCA’s youth vocation programme.

After researching YMCA's competitors and analysing their strengths, weaknesses, opportunities and threats (SWOT), I explored the various logos and typography that could be suitable for Project Bridge to convey its sense of friendliness and warmth.

The final logo uses Jumble for a friendly look due to the rounded shape of the typeface, and using blue and yellow will position the brand to be trustworthy and friendly. The various collaterals will aim to reach out to the target audience and establish connections with them.

The email graphic will be used as the main channel of communication for the staff at Project Bridge to reach out to the schools involved.

The digital aspects of this project included the website of Project Bridge, available on both desktop and mobile. The website provides a clear overview of what Project Bridge is about and how to connect with the staff.

Other physical collaterals will also target to convey the programme information in a friendly and concise manner, so that the target audience are informed to know about Project Bridge.