Championing the next generation of business analysts.

Background

Young Business Analysts (YBA) is a volunteer-led community that supports, empowers and connects young professionals in business analysis. Founded in 2020, it gives young BAs a free, safe space to develop their skills, grow their networks and gain industry insight, wherever they are in their career.

Established communities like IIBA and BCS offer excellent professional networks, but they’re geared towards more experienced professionals. YBA bridges the gap for younger BAs still building their careers, and for people looking to join the profession.

Brief

To support YBA’s next stage of growth, attracting official sponsorship and new partnerships, and communicating who they are with more consistency and confidence, through:

• A refreshed brand identity, including a logo refresh and an icon set
• A brand toolkit
• A set of templates for the team to use in line with the brand toolkit

The brand needed to stay recognisable to the existing community, while feeling more professional, young and energetic.

Audience

YBA’s primary audience is young people and professionals under 35. Many find the community through social media, in-person and virtual events, university sessions, school talks, and training companies who share YBA with their apprentices.

Its secondary audience is supporters and potential sponsors aged 35 to 50+. They are predominantly well-educated professionals with a strong passion for business analysis across sectors.

Brand identity

The refreshed identity includes a new logo, colour palette, photographic style and icon set, backed by a full brand toolkit.

Concept inspiration

Logo

The logo takes the shape of an extending line, representing progression, development and the journey each young BA is on. I set it in Gotham Ultra Bold for an impactful, confident feel, and opted solely for Gotham across the brand: Gotham Ultra in caps for headings and Gotham Book for body copy, chosen for its versatility and legibility.

Replay

Colour palette

I combined a trustworthy, intelligent blue with a fresh, growth-oriented green.

Photographic style

I chose a photographic style that feels bright, young, hopeful, optimistic and authentic.

Tone of voice

YBA’s tone of voice is bold, confident and welcoming. Headlines are short, punchy statements set in caps, such as ‘Young, brave, ambitious’ and ‘Ambition starts young’, while body copy is friendly and inclusive, speaking directly to young professionals wherever they are in their BA journey.

Website designs

The new YBA website in the refreshed brand, including the homepage, membership sign-up and blog.

Digital design

Slide deck

Social media

Instagram carousels built around the extending line, which stretches across the slides to build anticipation as people swipe.

Digital certificate

Print design

Flyers

Stickers

Conference banner

Brand launch

To introduce the new identity to the community, YBA published an article, ‘Built for the Bold: Rebranding YBA’.

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