Vinnies NSW unveils new visual identity via Houston Group

Vinnies NSW has unveiled a new brand strategy and visual identity for its retail network, designed to connect with more audiences and raise brand awareness, via Houston Group.

Marking a new chapter for the non-for-profit, Houston Group was tasked with amplifying the positive impact of the work Vinnies does, so it developed a strategy built around the simple yet powerful truth: Vinnies transforms unneeded clothing and goods into much needed support for society’s most vulnerable.

“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,” said Stuart O’Brien, founder and CEO of Houston Group.

“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,” he continued.

“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 refreshed identity retained the brand’s iconic blue, with a range of new secondary colours and textural hues hoping to connect its history to its future.

The concept of layering and texture was integral to the new identity, and took inspiration from the stacked hands in the St Vincent de Paul Society logo. The visual identity also feature graphic text, to emphasise clothing as a symbol of help, community, and connection.

“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,” said Thomas Morgan, director of marketing and communications at St Vincent de Paul Society NSW.

“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.”

The new identity will be rolled out across Vinnies NSW stores, as well as in digital channels and campaign messaging.

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