Yonge Street Mission is a Toronto-based Development Agency with over 120 years of experience specializing in poverty-related challenges. YSM works closely with street youth, families, children and communities, with the goal of ending chronic poverty in the city. As YSM continues to expand their reach within the urban centre of Toronto, they felt they needed the brand to better reflect the transformative work they do. We developed a bold and unapologetic identity that draws inspiration from the vibrant urban landscape they work within. Less caregiver and more heroic in stance, the solid letterforms represent the building blocks that YSM use to help support and raise up those who need them most.
Yonge Street Mission          
Development Agency Rebrand
Client: Yonge Street Mission
Agency: J. Walter Thompson
Role: Concept, Design, Art Direction

© Nathan Maynard, 2018
Toronto, ON