Youthline brand campaign image of a young person covering part of their face beneath the words “behind every call is someone who chose to care”, introducing care as a human relationship rather than an organisational claim.
Youthline brand campaign image of a young person covering part of their face beneath the words “behind every call is someone who chose to care”, introducing care as a human relationship rather than an organisational claim.

TRUST THROUGH VOICE

For more than 55 years, Youthline has been there for rangatahi when things get hard. The brand needed to meet them there, too.

PROJECT NOTE

Organisation: Youthline New Zealand

Role: Creative Director + Brand Strategist

Contribution: Positioning + messaging · audience segmentation + personas · voice · visual direction · brand system

Evidence: Strategic and practical resources translating the repositioning into a usable brand system - including audience segments + personas, positioning, brand pillars, messaging, voice, visual direction and an updated brand book / style guide.

Trust changes when someone is under pressure.

I saw that Youthline didn’t need a brand that simply felt more youthful or more caring. It needed to understand the very different conditions under which a young person might choose to trust it — and behave accordingly.

That became the creative lens: strip away anything that felt performed, prescribed or overly polished, and build a brand that could meet people in the reality of the moment.

Sincerity under pressure. A condition of trust.

PROJECT PROFILE

Youthline brand campaign image centred on a close-up ear with the words “speak ur mind”, making listening itself part of the communication.
Youthline brand campaign image centred on a close-up ear with the words “speak ur mind”, making listening itself part of the communication.

There’s a moment before someone reaches out. A pause. A second-guess. Sometimes silence. That’s where Youthline exists.

The opportunity wasn’t to make Youthline sound more caring. It was to make the care people already knew was there easier to recognise, trust and act on.

Close-up Youthline image of a freckled face and folded arms with the words “the world needs more listeners”.
Close-up Youthline image of a freckled face and folded arms with the words “the world needs more listeners”.
Youthline portrait of a rangatahi partly obscured by blue glass and reflections, using partial visibility and anonymity to reflect lived experience rather than polished portraiture.
Youthline portrait of a rangatahi partly obscured by blue glass and reflections, using partial visibility and anonymity to reflect lived experience rather than polished portraiture.
Youthline brand strategy spread titled “why we exist”, setting the reality of rising mental-health challenges alongside Youthline’s role as steady, non-judgemental support.
Youthline brand strategy spread titled “why we exist”, setting the reality of rising mental-health challenges alongside Youthline’s role as steady, non-judgemental support.

I led a six-month repositioning of the Youthline brand - sharpening its positioning, refocusing its pillars and messaging, and defining audience segments and personas across rangatahi - and the many supporters who make it all possible. The work brought these audiences together through a new messaging, voice and visual system.

Youthline brand image reading “support that meets you” above a young person seen partly through a car window.
Youthline brand image reading “support that meets you” above a young person seen partly through a car window.
Silhouetted Youthline portrait at dusk with the words “when everyone else is asleep, we’re here”.
Youthline brand-pillars spread built around “support that meets you”, with pillars including “you’re not alone”, “your voice matters”, “powered by community” and “youth-positive Aotearoa”.
Youthline brand-pillars spread built around “support that meets you”, with pillars including “you’re not alone”, “your voice matters”, “powered by community” and “youth-positive Aotearoa”.
Youthline portrait of a young person in a hood beside the words “call. text. chat. cry.”
Youthline portrait of a young person in a hood beside the words “call. text. chat. cry.”

At the centre was a simple strategic idea:

Sincerity under pressure. Not a tone of voice. A condition of trust.

Screenshot 2026-08-28 at 2.21.47 PM.png
Youthline image of a young person covering their face beneath the words “whenever you’re not ok for whatever reason”.
Youthline image of a young person covering their face beneath the words “whenever you’re not ok for whatever reason”.
Youthline manifesto spread beside a lit open hand, expressing the promise to listen without judgement and be there when rangatahi need someone.
Youthline manifesto spread beside a lit open hand, expressing the promise to listen without judgement and be there when rangatahi need someone.

Over a few months, I worked closely with staff and young people to understand where communication felt disconnected. What language and imagery felt real? What created a sense of safety in moments of vulnerability?

The ultimate goal; a more consistent, contemporary and relevant identity across all touch-points.

Youthline segmentation and messaging framework titled “with youth, for youth”, pairing audience understanding with the brand’s communications approach.
Youthline segmentation and messaging framework titled “with youth, for youth”, pairing audience understanding with the brand’s communications approach.
Youthline brand-book spread titled “our purpose”, describing listening as the starting point for safety, connection and change.
Youthline brand-book spread titled “our purpose”, describing listening as the starting point for safety, connection and change.
lack-and-white Youthline image of a young person in an unposed moment, dancing, beneath the words “hope has a sound”.
lack-and-white Youthline image of a young person in an unposed moment, dancing, beneath the words “hope has a sound”.
Youthline audience-personas framework mapping rangatahi, whānau and supporters, and donors and partners around different motivations and ways of connecting with Youthline.
Youthline audience-personas framework mapping rangatahi, whānau and supporters, and donors and partners around different motivations and ways of connecting with Youthline.

I reshaped positioning, messaging, tone of voice, imagery, campaigns, content systems, supporter comms and strategies - all woven within new national brand guidelines.

‍ ‍

The system was designed to flex across audiences, without losing emotional clarity or consistency of voice.

Youthline brand portrait of a young person looking upward with the words “this is what listening looks like”.
Youthline brand portrait of a young person looking upward with the words “this is what listening looks like”.

Not idealised youth. Lived experience.

Youthline image of a young person reflected in a car mirror beneath the words “every story is different. our line meets them all.”
Youthline image of a young person reflected in a car mirror beneath the words “every story is different. our line meets them all.”
Pink Youthline internal message reading “we see you. we’ve got you. you matter.” with the line “Every word we write is a chance to say”.
Pink Youthline internal message reading “we see you. we’ve got you. you matter.” with the line “Every word we write is a chance to say”.
Close-up Youthline image of an ear framed by bright pink hair with the words “24/7 ready to listen”.
Close-up Youthline image of an ear framed by bright pink hair with the words “24/7 ready to listen”.

Language moved closer to how people actually speak when things are hard - direct, human and unfiltered where it matters. Visuals followed: real people, unperformed moments, emotional states without staging or polish. Anonymity; fundamental.

The result was a brand that didn’t need to sound louder to be heard. It felt more human to receive. More sincere to believe in. More important to support.

Youthline brand-book spread titled “visual philosophy”, describing imagery that listens: calm, human, authentic and centred on real rather than polished experience.
Youthline brand-book spread titled “visual philosophy”, describing imagery that listens: calm, human, authentic and centred on real rather than polished experience.
Youthline image of a young person standing alone in a field beneath the words “it starts with a call + continues with care”.
Youthline image of a young person standing alone in a field beneath the words “it starts with a call + continues with care”.
Previous

DC10 x UNICEF
Next

Survivor NZ