Yadestiny Treasure Chest
Yadestiny Treasure Chest (YTC) is a nonprofit that aims at changing the dialogue around clothing donation. The mission of this organization is to help the children realize that clothes that have a past can also be worn with pride. YTC's programs educate children on how to sew and customize their clothing to fit their style and personal brand.
YTC was founded in 2010 by Karyne Tinord and after 10 years of service, growth and change, it required a brand redesign that better reflected its vision and audience. For the 10th anniversary, I was asked to re-brand the logo, design marketing material, posters and template official documents.
The two themes I married were "journey" and "customizable fashion". Treasure maps use the compass to indicate directionality and the cross to represent a destination (Ya-Destiny). The dotted lines seen on the maps represent a journey but also resemble sewing patterns.
The new identity
It was absolutely amazing to see how this logo and design suggestion was used by the team after I finished the work - the logo was on clothing tags, promotion posters, masks, bags. But interestingly, the way Karyne and the team started seeing the name of the organization "Yadestiny Treasure Chest" also changed - the name now had relevance to the mission. While previous initiatives were titled the "Clothing Assistance Program," or "Fit for Fashion," now the initiatives are called "The Travelling Chest", "the Turn-Around." It is such a tremendous feeling to see how people made the design their own and added significance to it.
The following video was made by YTC volunteer, Freda, after an event YTC hosted called "The Travelling Chest"