I led the branding and digital design for the Youth Workforce Development Foundation (YWDF) while working at SkillsUSA Illinois. The challenge was to give a new organization a strong visual identity and online presence that would resonate equally with students, educators, and industry partners. The goal was to make YWDF feel modern, approachable, and trustworthy from day one.
Situation
The Youth Workforce Development Foundation (YWDF), a nonprofit focused on building career pathways, needed a refreshed identity and digital presence. Their existing branding and website lacked clarity, consistency, and the ability to effectively engage partners, students, and educators.
Task
I was tasked with reimagining the YWDF brand identity and creating a concept website that would communicate their mission more clearly. The goal was to develop a professional, modern system that could grow with the organization while appealing to a diverse audience.
Action
I designed a new logo and visual system that emphasized approachability, forward momentum, and trust. This included building out color palettes, typography, and supporting graphics that aligned with the organization’s mission. I then applied the new system to a concept website, developing a clean and intuitive layout that showcased YWDF’s programs, partnerships, and impact. Throughout the process, I ensured brand consistency, ease of use, and alignment with stakeholder feedback.
Result
The rebrand positioned YWDF as a modern, credible leader in workforce development. The refreshed visuals and concept website gave the organization a stronger foundation for outreach, improved partner engagement, and a professional image that communicates both purpose and possibility.
