In a world where junior positions require five years of experience, YoungCapital NEXT takes on the challenge to make starters start, and employers honor their part. Nothing to do with age and everything to do with mindset — forever young is a DNA YoungCapital and YoungCapital NEXT share. Though just like siblings, there’s always the more serious one of the two.
Where YoungCapital serves on-the-side-jobs, NEXT is for ambitious young professionals. Wanting to expand their strength of character, they needed a more serious brand that shares its values, yet is able to fly solo. Because when wanting to set foot into big corporates, your identity needs to reflect just that.
There’s no one-size-fits-all when it comes to career paths. We created a brand icon that highlights the bolds and sharps that come with growth, resulting in an ownable icon that goes from what’s now, to what’s next.
And while it might seem contradicting, this brand is not about YoungCapital NEXT. It’s about the trainees and employees that make up NEXT. Have the icon wrap around photography and it’ll celebrate their mentality - bringing them closer to their unique path.
Two typefaces aren’t enough to shape the future. So, we added a third one. Custom made and expressive: it’s how the identity differentiates itself from the norm.
Grounded in the principle of grit, the typography system is all about daring to come out for who we are. In its three forms of expression, stills and motion can range from formal to breaking free, representing their people becoming the next version of themselves.
From easy going waves to big bold curves and sharp edges, we equipped YoungCapital NEXT with guidelines that allow them to be in full control of the volume button.
Itty bitty gritty
A colorful mix of maturity and boldness bridges the gap between marketing, digital and daily communications. And with grit, comes grit. So we spiced up digital assets to include some grain.
With a touch of AI, their photography matches their drive to be tomorrow and start the change. Celebrating social relevance and diversity, YoungCapital NEXT challenges outdated norms and puts their people first. All while being in control of their present, and future. Because opportunities don’t just arise. You need to look for them.
Brand Strategy / Brand Identity
Nikki Hoevenaars, Assira Colmsee & Deni Barisic
Brand Identity by YoungCapital Studios and Verve
Cake Film & Photography
Website by Lama Lama
In a world where junior positions require five years of experience, YoungCapital NEXT takes on the challenge to make starters start and employers value their part. And to be able to do just that, they needed an identity that’s bold, yet human. So, we based an identity system in grit. From easy going waves to big bold curves and sharp edges, we equipped YoungCapital NEXT with guidelines that allow them to be in full control of the volume button.