The coca-cola company presents: THE WORLD IS MY YARD
In collaboration with Burrell Communication in 2022, we had the opportunity to design the platform identity logo for Coca-Cola's "The World Is My Yard" (TWIMY). The project launched in 2024 as a IRL + digital experience where students can discover "The World is My Yard" (TWIMY), a Coca-Cola program providing HBCU students exclusive career prep resources, scholarships, and mentorship on the +one app. CCO: Khari Streeter CD: Stanley Yorker ACD/Designer: Everett Ching ACD/CW: Mike Merritt
PLATFORM MANIFESTO:TWIMY
The Yard is where we're welcomed, empowered, heard, supported and loved. It's where we're made to feel that we belong. Where we feel safe enough to be ourselves, or sometimes even discover just who we are and why we are. Because when we know ourselves, we can find purpose and pour ourselves into it.
When we leave campus, The Yard goes with us. The pride, confidence and courage instilled in us from it, allow us to face the world undaunted. The Yard is not a place. It's a creed. It's a collection of relationships. It's shared hopes, dreams and experiences that transcend space and time. The Yard is what tethers us to our heritage even as we explore and create the unlimited possibilities of our future and with that we discover – the world is our yard!
VISUAL AUDIT
At a glance, we wanted to see the visual language and identifiers in the landscape of HBCU programs.
MOOD BOARD
BRANDING CONCEPT: CREST
This visual concept taps into HBCU pride using visual cues that connect to the heritage and tradition of classic HBCU collegiate style, including banners, iconography and typography used in apparel, but interpreted with a contemporary take that leverages the bold attitudes, confidence and swag of modern co-eds.
SCHOOL/CORPORATE NETWORK EXAMPLE
The World Is My Yard isn't assigned to any specific HBCU but rather a way of connecting students across all HBCU schools and even into the workplace, regardless of existing rivalries, because we're stronger together. We can expand the yard beyond the school and into partnerships with Coca-Cola and other brands that align with our mission.
The brands seen below are examples of proof of concept and are not true partnerships.
The Yard Is Calling!
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The Yard Is Calling! •
We're bringing culture, character and campus life all in one spot.
Discover The World is My Yard (TWIMY), a Coca-Cola program providing HBCU students with exclusive career prep resources, scholarships, mentorship, and more on the +one app,
