Vinnies NSW has revealed a new brand strategy and visual identity for its retail network, developed with strategic and design agency Houston Group.
The brand refresh will be rolled out across Vinnies’ retail stores across NSW, digital channels and campaign messaging.
“What a privilege to work on such an important and iconic brand that is truly about everyday people doing good, and helping each other out. Having the opportunity to modernise and adapt the Vinnies Shops brand is all part of that too, and I couldn’t be prouder of the work we’ve been able to develop together,” Stuart O’Brien, founder and CEO of Houston Group said.
“Houston’s strategic work laid the foundation for a creative refresh, which elevates the brand identity to connect to a new audience – while not alienating their existing loyal base – by celebrating the iconic aspects of the Vinnies identity and heritage,” O’Brien added.
“Designed with a more impactful, accessible and inspiring approach for younger audiences, the new visual identity is better optimised for digital platforms like social media and e-commerce”.
The concept of layering and texture was integral to the new identity, inspired by the three stacked hands depicted in the St Vincent de Paul Society logo.
The refreshed identity retained the brand’s blue colour but added a range of secondary colours and textural hues.
“We’re all incredibly proud of the new retail brand identity. It’s been crafted with care, is warm and energetic and respects the proud heritage of the Society. Importantly, the brand refresh strongly connects how shopping at Vinnies funds the Society’s crucial social services which provides a hands-up to the most vulnerable and disadvantaged individuals and families in NSW. We can’t wait to roll out our refreshed identity across our network of 230 shops in NSW and bring it to life in campaigns and across our digital channels,” Thomas Morgan, director, communications and marketing of St Vincent De Paul Society NSW, said.
Credits:
Client: St Vincent De Paul Society NSW
Philip Coyte Executive Director – Commercial Enterprise, Retail and Fundraising
Satya Tanwer Executive Director – Strategy and Engagement
Thomas Morgan- Director, Communications and Marketing
Rachel Lawton-Marketing Manager
Claire Hutchison-Designer
Samuel Sida-Product Leader
Kate Pascoe-Communications Manager
Megan Pope-Brand Creative Services Manager
Agency: Houston Group
Stuart O’Brien – CEO & Founder
Alex Toohey – Executive Creative Director
Gretel Maltabarow – Managing Director
Gabriella Bore – Account Director
Guy Mitsopoulous – Director of Strategy
Isabelle Robinson – Senior Designer
Ting He – Senior Designer
