Connecting young people with opportunities to influence change in the child protection system
OurChallenge
In 2024, the Child Protection Ombudsman of Colorado (CPO) needed a new sub-brand for the Tori Shuler Youth Collective program, which connects young people with opportunities to influence change in the child protection system. The main challenges they faced getting youth involved included confusion surrounding what an Ombudsman is, what youth can do to have an impact and the reputation for bureaucracy within the child protection and foster care system.
Ultimately, CPO wanted young people to feel safe and welcome to give their ideas and lived experiences in a way that would be impactful for them and their peers. Their sub-brand needed to be youthful, accessible, non-bureaucratic, inclusive and incorporate the CPO brand.
OurSolution
While narrowing down names and messaging with the Barefoot PR strategy team and youth in community listening sessions, the design team researched campaigns and brands that attract young people, popular color schemes and organic forms that appeal to the fatigue many young people feel with the rise of AI and over-saturation of advertisements toward their demographic.
The CPO Tori Shuler Youth Collective includes the teal and pink from CPO’s brand, incorporating warm and familiar elements of the brand while leaning into its own youthful and impactful shapes, patterns and elements.
Young people involved in the process of naming and brand development responded well to this branding, saying:
“It reminds me of texting. New generations with technology are very comfortable with texting more than, you know, a phone call.”
“I love the color scheme!”
“I really like it! It’s perfect for younger and older youth.”
Impressing the youth is a win in our book!
