Vinnies NSW has unveiled a refreshed brand strategy and visual identity for its retail network, developed with Houston Group.
The brand refresh marks an exciting new chapter for Vinnies Shops in NSW, as the not-for-profit focuses on connecting with more audiences and amplifying the positive impact of the work undertaken by Vinnies.
The strategic and design agency guided the rebranding process, built around the simple but powerful truth that Vinnies Shops transforms unneeded clothes and other goods into much-needed support for society’s most vulnerable and disadvantaged. As consumers become more aware of the negative effects of fast fashion, Vinnies retail outlets provide an easy way to help more people to do more good, by shopping, donating and volunteering.
‘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 lay 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.
“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,” O’Brien added.
The agency’s 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 distinct graphic language weaves in textures and textiles to emphasise clothing as a symbol of help, community and connection – representing the fabric of community that Vinnies supports.
The refreshed identity also retained and re-energised the brand’s iconic blue, with a range of secondary colours and textural hues connecting its rich history to its vibrant future.
Thomas Morgan, director, communications and marketing of St Vincent De Paul Society NSW, said: ‘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,” he concluded.
The brand refresh will be rolled out across Vinnies’ extensive physical presence across NSW, as well as in digital channels and campaign messaging – helping those who help others do more good in the community.
Credit
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