Y Careers
Y Careers is a not-for-profit social enterprise dedicated to bridging the gap in the care industry's workforce. This brand has three main audiences, young people, parents/guardians and employers. This brand has three different tones of voice to target each audience appropriately.
What I contributed to the brand
I’ve been central to shaping the Y Careers brand from the ground up, leading it from concept through to rollout and ensuring it speaks clearly to young people while still aligning with The Y’s broader brand. I translated outdated guidelines into a fresh, youth-focused identity that resonates with Gen Z, and I’ve driven how the brand shows up across video, motion graphics, social media, and web. Through accessible, story-led content, I’ve helped define not just how Y Careers looks, but how it sounds, moves, and connects with young people navigating their career pathways.
Workshops
Brand
I ran workshops with young people to help shape our brand direction. These sessions made sure our visual identity and messaging actually reflected what our audience wanted, not what we assumed they'd like. The insights from these workshops directly influenced our tone of voice and overall brand approach, creating something that genuinely connected with the young people we work with.
Social Media
I ran workshops with young people to develop our social media strategy, gaining valuable insights into how they actually use platforms and what content resonates with them. These sessions revealed what our audience genuinely wanted to see - from the types of Instagram stories that capture their attention to how they prefer career advice to be delivered. It meant our social media felt authentic and spoke their language instead of sounding like every other corporate account trying to be relevant.
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