March 15, 2013
Next Act was a new program offering of River City Youth Foundation for the summer of 2013 that offered underserved teens in the Dove Springs neighborhood of south Austin classes in videography and video editing, music production, graphic design, photojournalism, and other creative, technology-based disciplines.
RCYF wanted to evoke the concepts of creativity and technology without directly featuring a piece of equipment (like a camera or set of headphones) and they also stressed that the logo MUST appeal to minority teens, as the population of Dove Springs is primarily Hispanic.
After a little research, I developed the logo pictured below, along with a few other concepts. During market testing, the original logo was preferred by minority teens almost 100% of the time! (vs. the secondary logos, not posted, which were preferred largely by white, middle class students).