Instructor: Stephen Serrato IMAGES Dana Lixenberg

 

The rebrand for Second Chances plays to the vibrant visual language derived from the colourful scenes of South Los Angeles, focusing on creating a strong identity that is relatable for youth who attend, creating a sense of unity and pride. The branding emphasizes STEAM (Science, Technology, Engineering, Arts and Math) as a tool to bring awareness of career opportunities to youth in the area. The printed collateral and other visual elements of the identity are designed to elevate the importance of providing resources to the youth of LA and inspire bright futures.