STATE OF THE YAYA 2016 // American Dream
The 2016 State of the YAYA report is a compilation of research about the 18- to 24-year-old youth and young adult market — or the YAYA market. In MOJO Ad, three student teams competed with different concepts to win the task of designing the entire SOY 2016 book. My creative team, where I worked as the art director alongside graphic designer Lani Tuitasi and copywriter Jordyn Dame, won the project and led design of the book over the course of 6 months. My personal responsibilities in the project included photography and hand-rendered type. In February 2016, over 200 copies were distributed to corporate companies and ad agencies nationwide. You can view the entire book on the MOJO Ad website here. The book is centered on the theme of disruption, layering illustration over photography to symbolize this age group's new take on the classic American Dream. The YAYA market is complex, and we wanted the design of the book to be a reflection of that trait. See more photos of the YAYA market here.