Assignment: Create initial branding and awareness campaign, including apparel, for the Youth Violence Prevention Research Center that would appeal to their target audience – primarily youth in West Louisville.

Solution: The initial concept was the hand making a gun, but the client felt that didn’t represent the totality of their mission, so the fist (representing pride and referencing Tommie Smith’s iconic Olympic salute) and the peace symbol were added along with the tagline “Power by Practicing Pride, Peace & Prevention.” Social media engagement is a significant part of the group’s initiative, so the hashtag is always included. After the logo was approved, the teaser campaign was rolled out, as well as the clothing.