Youth Square is a venue, hostel, and arts complex which aims to be the hub of youth culture in Hong Kong.
To capture the vibrancy and individuality of youth, a dynamic identity system was developed which allows a custom logomark for every participant, allowing the brand to speak to the youth and the youth to speak back.
Collaboration with: Hasan Ahmed, J Alexander Diaz, Robyn Do, Elizabeth Renteria

The custom logo system is built on an algorithm which takes into account a user's sign-up information, including their core interests and aspirations. It allows for thousands of unique combinations which are visual relatives of the primary Youth Square logo, in turn allowing for a deeper connection between the brand and the consumer.

"Mind Your Mark" works on several levels- for one, it relates the idea that at Youth Square, you have the resources to discover what your "mark" really is. It also implies responsibility for the marks we make as artists and their effect on the world. Lastly, it infers the unique mark-making system and Youth Square's main branding message: that each individual has a unique mark to leave behind.