A vital rebrand gets a warm welcome.

With the help of Lilly Endowment, Indy Summer Youth Programs (ISYP) has helped local youth-serving agencies improve the access to and quality of their summer programs for more than three decades. But as the youth market has become more savvy and influential in household decision-making, ISYP realized the need to compete for their attention. Young people today are inundated with sophisticated brands through various products, gaming, and social media platforms, so ISYP needed a brand that would resonate with young people — and their parents.

Borshoff created a modern logo and bold color palette that reflected ISYP brand attributes: fun, enriching, safe, and accessible. Then, the Borshoff team built a robust brand around those foundational elements that embodied the organization’s enduring compassion and generous spirit. After the visual identity and branding elements were complete, collateral and marketing templates were developed to provide ISYP the tools needed to manage their new brand going forward.