“Ryde Here, Ryde Now”
The City of Ryde is the council which holds jurisdiction over the Ryde LGA. Their youth division is oriented towards 12 - 24-year-olds who work, live, study or play within the region, and offer a range of programs (of varying commitment) all aimed at helping the LGA's young individuals to grow and develop.
Whilst the City of Ryde’s youth programs offer a variety of valuable experiences to prospective participants, the number of young people who actually engage with the offerings was far too low.
Ryde city council needed to pivot their youth brand to drive engagement in local discussions and connect with the younger demographic. Thus, the City of Ryde’s youth brand needed to be addressed and re-engineered from the ground up, to help more effectively communicate its value proposition.
Through a series of interviews and community engagement, TOAST uncovered that the Youth were seeking much more than recreational fun and social media recognition.
They live in the moment, and possess a strong commitment to tackling today’s societal and environmental challenges, pushing away the stigma that they are the future. They share common beliefs based on a sense of urgency to be heard and to act now.
Our workshop process allowed us to define the organisation’s core identity and the findings to create the name and visual look and feel that will eventually inspire the Youth Initiatives logo.
The brand needed to mirror that the youth community is actively seeking opportunities to make a genuine impact and to obtain the skills they’d need to become the leaders of not just tomorrow, but today.
This led to the development of a range of new community programs promoted through the strategic positioning of ‘Ryde here, Ryde now’ and a unique look and feel connected with our audiences, based on playful brand narratives and icons.
This positioning was rolled out across a series of communications, shining a light on the programs which supported the needs of the youth community of Ryde.