Youth Guidance shot onto the national radar when its flagship “Becoming a Man” program was lauded for its success by President Obama. In fact, the President’s initiative, “My Brother’s Keeper,” is based on many of the principles and practices Y.G. established.
Garnering this attention made the organization aware of a need to rebrand. They hired an outside agency to create a terrific strategy. But they needed help incorporating the new language and concepts on their website. I worked with Youth Guidance to tell their stories and revamp the copy. Check out the new site – it looks great and really highlights the profound positive influence Youth Guidance has on Chicago’s inner-city kids.