Changing at-risk lives through mentorship. After more than thirty years of helping at-risk youth through their pioneering mentorship program, the Youth Assisting Youth board felt they wanted a complimentary messaging system to their brand. The YAY graphic identity, though recognizable needed a boost, to be more competitive in seeking funding and visibility. We developed the name, “The Peer Project”, as a call to action. The strong, bold, graphic block style of the typography gives it weight and importance, and also holds up across many media applications. The rebrand was very successful, attracting new energy and support for a very important cause.