Strategic brand and creative agency, Houston Group, has launched a new brand identity for PCYC NSW, a charity that empowers young people to reach their potential through community partnerships: Belong somewhere life changing.
The pro bono work was designed to bring to the forefront the charity’s unwavering belief in young people and its transformative impact through its nonprofit programs, out-of-school-hours care offering, and commercial sport and recreation activities.
PCYC NSW has a long-standing history, dating back to 1937, yet the brand has remained relatively static and unchanged, which has led to misconceptions about who PCYC NSW is for, and how it is funded.
The refreshed platform seeks to build a shared understanding of what PCYC NSW stands for, and increase its relevance among a more diverse audience. It was created after Houston identified the need to create a unifying story and clear brand architecture, supported by a flexible and contemporary design system.
Houston described the new brand’s new visual identity as “bold and unapologetic.” It retains equity in the established star asset, while increasing the vibrancy of the colour palette.
“As a business, we believe cause and purpose are fundamental and by supporting not–for–profits, we’re able to use our skills to help these incredible organisations continue their vital work,” said Houston Group CEO and founder, Stuart O’Brien.
“Growing up in Mount Druitt, I saw first–hand the work of PCYC, so the project is very personal to me. The ability to contemporise such a significant community brand is a really important opportunity; to modernise it in a way that allows kids to re-engage and connect with their local PCYC.”
“Being Australia’s pre-eminent youth charity, PCYC NSW wanted to stand out as a fresh, vibrant brand that genuinely represents the more than 60,000 youth members and at-risk youth that we serve each year,” added PCYC NSW CEO, Ben Hobby.
The revitalised PCYC NSW brand launches across all digital and social channels, and across their 66 clubs throughout NSW.
The work follows Houston’s May appointment of Alex Creamer as creative director and Michelle Teh as design director. Earlier this month, the group also announced the promotion of Gretel Maltabarow to managing director and Stacey Saunders to general manager.
See also:
Houston nabs Interbrand’s Alex Creamer and Nike’s Michelle Teh
Houston promotes Gretel Maltabarow and Stacey Saunders
Client: PCYC NSW
Michael Klein: Assistant marketing manager
Bree Godden: General manager fundraising and marketing
Ben Hobby: Chief executive officer
Agency: Houston Group
Stuart O’Brien: CEO & founder
Cate Patterson: Account manager
Alex Toohey: Executive creative director
Ticky Lan: Designer
Max Russell: Finished artist