Young Persons Guarantee
The Scottish Government created ‘The Young Person's Guarantee’ to bring together employers, partners and young people. It aims to connect every 16 to 24 year old in Scotland to a career opportunity.
The Young Persons Guarantee is a brand that is diverse and inclusive. This brand has evolved to be a welcoming space for every young person in Scotland. Employer commitment has jumped over 500% since the launch of the brand.
The approach to creating the brand had to be collaborative. We co-designed with young people, partners and employers from inception through creative delivery and launch. The language and behaviour of the brand needed to be authentic, it needed to build trust.
Creative Direction
Art Direction
Design
Brand Identity
Brand Experience
Development
Challenge
Young people in Scotland felt like their life was in limbo, but the Young Person’s Guarantee provided a guaranteed positive opportunity for the future.
The brand had to be authentic, diverse and inclusive. The young people of our nation were facing difficulties in more ways than one; uncertainty for the future, social struggles, mental health and low self-esteem.
Not only did we have to think about the young people, we also had to consider employers and partners.
Action
Create a brand that would be trusted, positive, confident and accessible.
We co-designed with young people, partners and employers from inception through creative delivery and launch. We took them on a journey with us to build a brand they were proud of.
Result
This new, youth-led brand is now being used widely by a range of partners to help ensure that young people are being connected to new or enhanced opportunities, whether in employment, training or education. The Opportunities Finder on the Young Person’s Guarantee now lists over 45,000 opportunities for young people in Scotland.