Have you heard of the duck metaphor? About appearing calm and graceful above the surface, but paddling furiously underneath? Yeah, that’s working in advertising for you. But when newcomers look around and see others succeeding with ease, they can feel like no one’s seeing their tireless legwork, or checking they’re headed in the right direction. Finding your way can be isolating when the people around you seem so far in front.
Enter ‘Paddle’: a mentorship program by Youngbloods WA that takes emerging talent beneath the surface with the industry’s best.
It's a subbrand I built from name concept to final art.
Paddle sits within the wider Youngbloods ecosystem but brings a distinct expression of purposeful progression wherever it turns up. There’s a flexible design system built around movement to capture the hustle and excitement the program offers, and a voice that acknowledges the effort expected without overwhelming participants. Ultimately helping humanise the industry and give young people what they need to get ahead.