The York College Male Initiative Program is an educational program that aims to attract young men of color to Universities and provides them with mentoring, social programs, tutoring, and a plethora of other services. York College came to Advantages because they needed a brand—a bold, new look that would instill a sense of strength, emphasize the importance of community, and show a profound respect for education. Once branded, they needed materials to attract new students and to inform others.
The Male Initiative Program enjoyed their most effective recruiting events to date. After agreeing with York on a colorful, streamlined logo, the same look and feel was applied to brochures, presentation folders, flyers, signage, and invitations. The reflection of York's mission with the design showcases the passion with which they approach their purpose and, ultimately, is the reason these pieces prove to be effective in attracting new students. The success of this project led York to reach out to Advantages to work on more exciting projects.