New Saatchi brand for groundbreaking youth project
Saatchi Design has developed an aspirational youth brand as the face of a new voluntary sector programme to help young people with their journey into learning and work, and in turn, improve their employability.
The new Lifetracks brand, developed collaboratively with young people and in consultation with members of the consortium delivering the programme of work, has been designed to resonate with the UK’s 16 to 25-year-olds and compete with brands in music and fashion.
Fiona Dawe, Chief Executive of YouthNet, the lead partner of the Lifetracks Consortium says; “This Lifetracks brand has to work hard – it’s got to compete successfully with the best youth brands to attract even the most disengaged young people; it’s got to work online and offline and be taken seriously by opinion formers at the highest level.”
Saatchi Design was appointed following a three-way pitch process in December 2008. The Lifetracks brand was deliberately designed to fit with modern youth culture, and was endorsed by groups of young people through a series of workshops, and has been well received by all audiences and partners since launch.
Ashley Goodall, Managing Director of Saatchi Design says; “This project allowed us to dive deep into the world of young people and work directly with them and their motivations.
“We discovered the importance of status and aspiration, which is what we designed into Lifetracks and is evidenced in the positive use of colour, symbology and aspirational imagery.”
The Lifetracks programme, unveiled at an event at the House of Commons, will help young people make informed choices about learning, training and work through online and on-the-ground support.
Fiona Dawe added; “Watching the Lifetracks brand come to life is exciting, especially as young people helped scope its development. We believe it sits alongside the best from the commercial world.”
The Lifetracks programme will be delivered by a consortium of four respected UK youth charities - The Foyer Federation, Skill, Rathbone and YouthNet - thanks to a three-year £5m investment by the Vodafone Foundation and a further £1.5m match funding from v, The National Young Volunteers Service.
The consortium has commissioned design agency Social UK, to implement the new Lifetracks brand across a range of promotional materials and merchandise for use by all the charities. Materials developed include brochures, exhibition kit, invitations, travelcard holders, document templates and posters.
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Media contacts:
For media information, please contact Katy Miller, or Sarah Wilson at YouthNet on 020 7250 5716 or out-of-hours on 07766 660 755. Email media@youthnet.org
Notes to Editors:
About YouthNet: Online communications charity YouthNet specialises in using new technologies to inspire, support and engage young people across the UK. YouthNet delivers a range of online services to thousands of young people each month via two award-winning websites, TheSite.org and do-it.org.uk. YouthNet is proud to lead the Consortium and is bringing Lifetracks to life on the web. www.youthnet.org
About Rathbone: Rathbone supports around 14,000 of the UK’s most socially excluded 14 to 24 year-olds each year, helping them succeed and re-engage with learning through a range of tailor-made programmes. www.rathboneuk.org
About Skill: Skill promotes learning and employment opportunities for all disabled people over 16. This includes a free information and advice service for individuals and their families and the professionals who work with them, via a telephone and SMS helpline, email and website. www.skill.org.uk
About The Foyer Federation: The Foyer Federation transforms lives by supporting disadvantaged young people through their transition to independence. It works in partnership with a UK-wide network of Foyers, and develops programmes that integrate accommodation with training, job search, personal support and motivation. www.foyer.net
About the Vodafone Foundation: The Vodafone Foundation has invested over £100 million in projects since its creation in 2002 concentrating on disaster relief, helping disadvantaged young people via sport and music initiatives and specific projects across Vodafone's 24 local Foundations worldwide www.vodafonefoundation.org
About v: v aims to inspire a new generation of volunteers (aged 16-25) in England. They do this by funding voluntary organisations all over England to create inspiring, diverse opportunities and by helping to overcome barriers that stop people from taking action to improve lives, communities and the planet. v’s aim is to create a culture where volunteering comes naturally – and where the benefits of volunteering are understood and celebrated. v is an independent charity launched in May 2006 as a result of the Russell Commission report, A National Framework for Youth Action and Engagement. See vinspired.com for more information.
About Saatchi & Saatchi Design: Specialists in creation and development of brand identity, branded photography and communications. Clients include Toyota Motor Europe, T Mobile, P&G, Atkinsglobal, University of Oxford, Mercy Ships, Sightsavers, Maitland group and Visa.
About Social UK: Social is an award winning creative agency working across disciplines Graphic Design, Advertising, Branding, Web and Motion Design. Clients include Hilton Hotels, KPMG, Universal Music and Global radio.