Y Careers is a not-for-profit social enterprise helping young people start careers in education and care. I built this brand from scratch. From the first workshop through to a full visual identity, design system, social strategy, video production, and motion graphics.
Rather than assuming what young people wanted, I ran co-design workshops with them to shape the brand direction and social media strategy. The brand needed to speak to three different audience groups: young people, parents and guardians, and employers. That kind of specificity only comes from listening.
Running co-design sessions with young people to make sure the Y Careers brand reflected their voice and not what we assumed they would want.
I took the existing Y Australia brand guidelines and built a youth-focused visual identity that resonates with a Gen Z audience without losing the credibility the organisation needed. The design system lives in Figma and the whole team can use it. From social posts to campaign ads to digital flyers, it all comes from the same place.
Open to freelance, contract, and full-time opportunities.
josephine.de.maria@gmail.com