When the Kansas City Health Department launched Y: Chat, a youth support line, it needed a brand that could speak directly to the community’s youth in a way that felt approachable and modern. Drawing from emoji culture and vibrant communication tools, the brand identity emerged as a bright, inviting, and accessible way to connect with youth facing difficult situations. From the logo to collateral, the visual language reinforced the idea of open, supportive communication, positioning Y: Chat as a trusted resource in the community, creating a tangible impact on youth engagement.