POSITIONING | GROWTH STRATEGY | BRANDING | PACKAGE DESIGN | TRADE SHOW MARKETING
YELL for Change!
Transforming the educational path for our youth.

Projects - YELL
CLIENT PROFILE
Health Is Wealth is a natural health supplements company with a focus on brain health. The product line includes its flagship supplements: BrainMEND, GutMEND, and SleepMEND, which are formulated from natural ingredients from both eastern and western regions and spans areas across brain, gut and sleep health. SleepMEND proudly doesn't contain melatonin and GutMEND leads with glutamine as opposed to relying on acid-sensitive probiotics.
The founder is driven to make an impact after his father and other dear relatives unfortunately succumbed to Alzheimer's.
CHALLENGE
For parents (and some teachers), the word 'entrepreneurship' is synonymous with 'risk', and this perception creates resistance around putting their kids in programs that promotes 'a risky career'. YELL needed to be repositioned in how the charity presents itself with a more optimistic and purposeful message
SOLUTION
We developed an integrated campaign that takes the user through an assessment quiz, which once completed provides a score based on the maturity level of their PAM practice in their organization. Additionally, a customized report is sent to the respondent which is packed with best practices on how they can respond to the security threats they may be facing (based on their maturity score). Ultimately the report contains information on our client's cybersecurity practice and a call-to-action to reach out for their suppor
THE TEAM

Neel

Brady

Julien

Mark
PROJECT OUTCOMES
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Renewed purpose
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Brand positioning and key messaging
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Updated name
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New logo and visual identity system
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Brand guidelines
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Creative direction for content, imagery and style
POSITIONING, BRAND CHARACTER AND PURPOSE
YELL is an organization with many arms. For students they provide in-class instruction, mentorship programs, an alumni program, community events, an annual challenge and access to resources. To add to this complexity, the number of stakeholders YELL interacts with is staggering. From students to parents, teachers to school boards, donors to governments, it was important to ensure their purpose was clearly understood across all cohorts.
We started by architecting their internal programs under 3 pillars of Content, Community and Events, and then mapped out the activities under these pillars. This helped us define how YELL delivers value to each of its stakeholder cohorts.



We then proceeded to develop YELL's character and voice using our proprietary brand character framework. This exercise provided YELL's marketing and communications team a toolkit to navigate tonality and variability in the brand's voice given the large set of stakeholders.
RE-NAMING (SORT OF)
When founded, the organization was named Y.E.L.L. as an acronym for Youth Entrepreneurship Leadership Launchpad - this provided a description for where the charity was at the beginning. However, after being in operation for over 6 years, we re-visited the name and the meaning behind it.
We explored several naming options before landed back on "YELL", but without the expanded acronym.
As quoted directly by a student below, there was a clear indication that the name had evolved to mean something more than just the acronym.
No longer am I the shy and confused girl that walked into the program; instead, I am a young entrepreneur who’s prepared to ‘YELL’ for change.”
The naming adjustment simply transitions the brand name from a technical description to something with emotion and impact.
LOGO + VISUAL IDENTITY
With the simplification of the name, and the updated purpose, positioning and brand character, we designed a new visual identity to reflect what YELL had evolved into.
The process we undertook started with word association and mood boarding as shown below.


The new logo represents a harmony of colours and weights to demonstrate the diversity of the program, its students and its constituents. We wanted to create something that balanced the strength of a solid entrepreneurial foundation, and the creativity of exploring and learning on this path.

And the visual direction expands to represent this creativity and diversity.


TRUE IMPACT
YELL is truly making an impact in young peoples' lives. We hope that our efforts will play a role in scaling YELL's reach further.
Neel and Brady's strategic and creative insights have helped us distill the value we deliver to each of our diverse stakeholder groups. As a young charity working on complex systemic change, it has always been challenging for us to communicate the value we deliver clearly and succinctly.
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The team invested their time, talent and energy to lead the rebranding and repositioning of YELL. Their efforts have undoubtedly amplified our impact, gave us confidence in how we communicate and infused our work with a renewed sense of possibilities.
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Amit Sandhu, Managing Director and Founder, YELL