Afghan Youth Engagement and Development Initiative

Founded in 2018, AYEDI is a federally registered non-partisan, non-profit organization that instills civic engagement and social development. The organization supports Afghan youth by creating initiative such as mentorship and incubator programs as well as political advocacy campaigns to bring issues that effect Afghans to the Canadian public.

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The Problem

The Organization's Identity Lacks Distinction

AYEDI’s previous image did not support the orginzation's multiple programs. Its logo and digital presence blend into a saturated landscape of youth organizations, making it difficult to stand out, build recognition, and communicate its unique mission.

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Objectives

• Communicate AYEDI's values through a new logo without losing it's previous audience.
• Develop long standing digital assets for multi-platform use.
• Design 4 original logos for AYEDI's programs.
• Create and manage print material for in-person events

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The Solution

Logo Redesign and Typography Refinement

Because AYEDI is an established organization, the goal was to evolve and to not replace its identity. Rather than a complete redesign, I refined key elements such as typography and colour while introducing a new, distinctive logo. Inspired by the original imagery of youth holding hands, the updated mark reimagines this concept as a stylized circle of figures symbolizing Empowerment, Community, Impact.

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Design highlights

• Logo: Stylized images of youth holding hands in a circle
• Typography: The use of MONTSERRAT for a professional and elevated style.
• Colour: Lighten the previous shades to create a welcoming and engaging visual

AYEDI Program Logo Suite Design

Using AYEDI’s core logo, featuring a stylized icon of youth holding hands in a circle. I developed three distinct logos for its sub-programs. Each identity introduces a unique visual style and colour palette while maintaining a clear connection to the parent brand.

The designs balance consistency and individuality: they are immediately recognizable as part of AYEDI, yet strong enough to stand alone as independent program identities. Through thoughtful use of form, colour, and composition, each logo reflects the specific focus and values of its program while collectively reinforcing a cohesive brand system.

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ACII - Afghan Community Impact Incubator

ACII is an incubator program through which AYEDI secures funding to support Afghan youth entrepreneurs in launching businesses, programs, and community initiatives.

Design highlights

• Logo: Refined, thin line weight to create a modern and elevated visual identity.
• Typography: Light-weight Montserrat typeface, reinforcing a clean, professional, and sophisticated tone.
• Colour: Deep, rich colors further enhances the brand’s credibility and presence, positioning ACII as a forward-thinking and impactful program.

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‍AYMP - Afghan Youth Mentorship Program‍

AYMP is a mentorship program that supports Afghan youth and newcomers by pairing them with established mentors. The program helps participants navigate the Canadian school system, transition into post-secondary education, and explore career opportunities.

Design highlights

• Logo: A thicker line weight to convey energy and approachability, reflecting the program’s youth-focused nature.
• Typography: A bold Montserrat typeface creates a welcoming and contemporary feel,
• Colour: A palette of light green and yellow reinforces growth, optimism, and a vibrant sense of community.

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CCAP - Canadian Campaign for Afghan Peace

Launched in 2021, the Canadian Campaign for Afghan Peace (CCAP) is a political initiative by AYEDI that advocates for stronger Canadian action on Afghanistan. The program combines public education efforts with direct advocacy through an open letter endorsed by leaders and organizations at local, national, and international levels.

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The Objective

The visual direction for CCAP’s social media presence was designed to be eye-catching, professional, and mature, while accommodating translation across French, Farsi, and Pashto. Working collaboratively with a team of researchers, lawyers, activists, translators, and a social media director, we developed a cohesive and accessible visual system. The launch successfully captured the attention of journalists, news outlets, and political stakeholders.

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Design highlights

• Logo: Builds on AYEDI’s original united circle icon, adapted with a slight compression and thicker line weight to create a more bold, dynamic, and professional visual, distinguishing it from AYEDI’s more youth-oriented identity.
• Typography: A bold, italic Montserrat typeface, giving CCAP a distinct and recognizable voice while maintaining brand cohesion.
• Colour: A palette of deep plum and lighter purple tones was selected to stand apart from traditional political color schemes, helping the campaign establish a unique and memorable presence within the advocacy space.

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