A new chapter for a life changing brand
PCYC
Services
Logo Design,
Brand Strategy,
Motion Design,
Brand Identity
The Brief
PCYC NSW is the state’s leading youth charity, working in partnership with the community and Police to empower youth, get kids active in life, and reduce and prevent crime.
Its rich and long-standing history dates back to 1937, yet the brand has remained relatively stagnant and unchanged over that time – leading to misconceptions about who PCYC NSW is for, and how it’s funded. The benefits of PCYC’s non-for-profit programs and commercial sport and recreation activities reach far and wide, yet the breadth and impact of the business is not entirely understood.
Working with PCYC, Houston Group identified the need to create a unifying story and clear brand architecture, supported by a flexible and contemporary design system – to ultimately build a shared understanding of what PCYC NSW stands for and increase relevance among a more diverse audience.
Its rich and long-standing history dates back to 1937, yet the brand has remained relatively stagnant and unchanged over that time – leading to misconceptions about who PCYC NSW is for, and how it’s funded. The benefits of PCYC’s non-for-profit programs and commercial sport and recreation activities reach far and wide, yet the breadth and impact of the business is not entirely understood.
Working with PCYC, Houston Group identified the need to create a unifying story and clear brand architecture, supported by a flexible and contemporary design system – to ultimately build a shared understanding of what PCYC NSW stands for and increase relevance among a more diverse audience.
PCYC NSW is the state’s leading youth charity, working in partnership with the community and Police to empower youth, get kids active in life, and reduce and prevent crime.
The Solution
Underpinned by a simple and powerful central idea, ‘Belong somewhere life changing’, the refreshed brand identity brings the charity’s transformative impact and unwavering belief in young people to the forefront. This dynamism and strength of the brand are delivered via the bold and unapologetic visual identity. Maintaining equity in the star asset, increasing the vibrancy of the colour palette, and introducing more meaningful imagery were all key to evolving the creative look and feel.
The Results
Ben Hobby, PCYC NSW CEO, said, “With an aim to engage and positively influence more than 70,000 youth members every year plus work with at-risk youth, it is increasingly important to stand out in a cluttered market of NFP organisations. We are delighted Houston has offered their expertise and refreshed our brand, so we have a contemporary new look and feel to help us start conversations with new stakeholders and raise awareness of what we do and continue to raise funds help Australia’s youth.”
Services
Logo Design,
Brand Strategy,
Motion Design,
Brand Identity
“With an aim to engage and positively influence more than 70,000 youth members every year plus work with at-risk youth, it is increasingly important to stand out in a cluttered market of NFP organisations.”
Ben Hobby, PCYC NSW CEO
“We are delighted Houston has offered their expertise and refreshed our brand, so we have a contemporary new look and feel to help us start conversations with new stakeholders and raise awareness of what we do and continue to raise funds help Australia’s youth.”
Ben Hobby, PCYC NSW CEO
Relevant Projects
Houston Group acknowledges Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of Country throughout Australia. Our studio sits on the traditional lands of the Gadigal people of the Eora nation and Wurundjeri people of the Kulin, and we pay our respects to their Elders past and present.
Check out our reconciliation action plan