The goal of MDJ is to encourage youth aged 12 to 17 to be active, think critically and be responsible young adults. This mandate is realized through creating cultural, social, educational and recreational activities and programs. The designed identity is colourful and memorable. The logo is based on the speech bubble — a place where you have a voice and will be heard. A completely new multi-functional website and a suite of branded materials, including brand guidelines, were in keeping with the MDJ vision and philosophy.