Initially, the purpose of Youth LEAPS was to address the educational attainment needs of youth living in Scarborough through their in-school and after-school tutoring and homework clubs. Since, then, however, Youth LEAPS has undergone significant changes to its organizational structure and mission.
The current branding no longer served to fully capture what this organization represents so it needed a change.
Our team of student designers were brought on to execute an extremely difficult task: 
• A new brand name
• A new visual identity
• A new website
• A new social media
• New promotional materials both print and digital
To create a successful rebranding, we first had to understand the organization and spend time on research, which included talking to stakeholders, people who have gone through the various programs that the organization facilitates as well as the president and other key members. 
Knowing where they came from ensures that we bring our expertise to the table and find the best name and logo to show to their audience who they are as an organization moving forward. 
Using key attribute, feedback from others members of the organization as well as focus group tests we were able to develop our findings and research into the new name ReImagine Labs as well as a new logo.
The new logo as presented below: the 4 colours represents the various areas of the greater Toronto area that the organization services. It also adds a lively and creative tone which is reflected in the name ReImagine Labs. The 4 quadrants also represents the 3 pillars of worksop (classroom, library, laboratory) plus the publications that the organization focuses on delivering. 
Compared to the visual identities of the other organizations in the city who offer similar services, our new design certainly stands out.
For the website we wanted something fresh and colourful to match the new logo. We wanted to be sure that the user experience on the website flowed easily and people were able to follow along on the ReImagine Labs story. 
We were also tasked with creating and generating instagram posts and captions for the new relaunch so we wanted to hype up the rebrand and new organization name through a lead up of visually appealing posts. For the month prior Youth LEAPS will deliver 4 posts a week until the #BigReveal. 
 · On Mondays, they will share a #WordOfTheDay that is related to the organization 
 · On Tuesdays, a photograph from Youth LEAPS activities is shared 
 · On Thursdays, we will reveal a letter from the logo, giving a sneak peak of whats to come for followers 
 · On Fridays, we share more photography shots 
We also had to create promotion video, highlighting the success stories of their flagship program Learn2Work by filming at their downtown location as a class lesson went on, as well as featured testimonials from students undergoing the program.
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