YUYAY
For this project, we had to create or revise a brand identity for an organization, institution, or advocacy group. After some research, I decided to create a non-profit that focuses on the mental health education of the elderly Latino community.
Project
Brand Identity
Year
2025
The word “yuyay” comes from the Quechua language, spoken in the Andean region of South America.
In Quechua, it can be translated to “mind,” but it can also mean “to think,” “ to remember,” or “to devise.”
YUYAY
Personas
Name: Tina / Married mother of 2 teens
Age: 45-55
Gender: Female
Job title: Fast Food worker
Channels: Facebook - Netflix - YouTube
Pain points:
Mental Health cost / US Health system
Language barrier
Feels stressed out because no one helps her with house chores
Name: Maria / Grandmother
Age: 60-70
Gender: Female
Job title: Retired
Channels: Senior center - Casa Familiar crochet group
Pain points:
Mental Health cost / US Health system
Language barrier / Loneliness
Name: Don Pepe / Father of 3
/ Head of family
Age: 65-75
Gender: Male
Job title: Maintenance
Channels: YouTube - Local Park
Pain points:
Language barrier
Does not believe/trust the health system
Conservatory / “Machismo” mindset /
Lost his mother
Mission
Yuyay aims to encourage the Latino community to understand the importance of mental well-being and provide access to mental health resources to improve their daily lives.
Positioning
Yuyay provides free informational talks and community engagement events to start conversations about mental health stereotypes and address common mental health issues.
Attributes
Educational - Resourceful - Community-Driven
Trustworthy - Accessible
Sketches
Fonts Used
Color Palette
Yuyay’s logo was inspired by Latin American lettering and the shapes used in hieroglyphics from the first civilizations of the region.
