CADCA partnered with CSG to launch Take Back Your 10 (TB10), a new youth-focused prevention initiative aimed at empowering young people to avoid drugs and tobacco. As a new program with multiple stakeholders, including state agencies, public health partners, and CADCA itself, TB10 needed an identity that could resonate across audiences, including the youth participants of the program. The challenge was to create a visual and messaging foundation that would appeal to youth, meet the expectations of institutional sponsors, and have longevity for program staff to slowly develop over time. The program also required early promotional materials, like emails and social posts, and a clear messaging framework to guide outreach and youth recruitment.

CSG collaborated closely with CADCA’s team to build the initiative’s originating design lockdown and supporting messaging suite. After exploring multiple directions, the team selected a retro-inspired visual style that paired nostalgia with modern youth relevance. Symbolic elements were incorporated to reflect TB10’s core purpose: health, good choices, and youth connection. CSG then developed early marketing assets—including designed emails, dynamic social media content, and foundational messaging—to ensure cohesion across platforms and partners. This suite established TB10’s voice, tone, and thematic direction from its founding into its early years.

The resulting identity delivered a flexible, recognizable, and youth-aligned brand that also met sponsor expectations. TB10 launched with a unified look and message, enabling consistent marketing efforts and providing a strong foundation for ongoing outreach and program growth.