Where good goes further for Vinnies
St Vincent de Paul
Services
Brand Strategy,
Campaign Development,
Brand Positioning,
Art Direction,
Digital Design
THE BRIEF
The St Vincent De Paul Society of NSW has been making a difference for people experiencing hardship for over 140 years now. A key pillar of this positive impact is Vinnies – the Society’s retail business. 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.
The Society launched a new 5-year strategic plan in 2023, to further position Vinnies as the first choice for customers, volunteers, and donors in the for-purpose retail sector. The strategy is driven by a number of new initiatives, including brand development and the launch of an owned eCommerce platform.
Houston was proud to be appointed Vinnies’ brand strategy partner – helping the organisation to navigate their complex brand architecture and rich heritage, while cultivating a new era that could do even more good work for the community.
The Society launched a new 5-year strategic plan in 2023, to further position Vinnies as the first choice for customers, volunteers, and donors in the for-purpose retail sector. The strategy is driven by a number of new initiatives, including brand development and the launch of an owned eCommerce platform.
Houston was proud to be appointed Vinnies’ brand strategy partner – helping the organisation to navigate their complex brand architecture and rich heritage, while cultivating a new era that could do even more good work for the community.
The Society launched a new 5-year strategic plan in 2023, to further position Vinnies as the first choice for customers, volunteers, and donors in the for-purpose retail sector. The strategy is driven by a number of new initiatives, including brand development and the launch of an owned eCommerce platform.
THE SOLUTION
There’s a simple yet powerful truth that sits at the heart of Vinnies Shops – they transform unneeded clothes and other goods into much needed support for the most vulnerable and disadvantaged in our society. This truth underpinned our strategic work and lay the foundation for a creative refresh, which elevates the brand identity to connect to a new audience, while still celebrating the iconic aspects of the Vinnies identity and heritage. The quality of goods, fashion cred and the ease with which you can do good all gave dimension to the new brand platform.
The new visual identity has been designed to be more impactful, more accessible, more inspiring and more optimised for digital platforms. Layering and texture was integral, drawing inspiration from the three stacked hands depicted in the St Vincent de Paul Society logo and emphasising clothing as a symbol of help, community and connection.
This new chapter of the Vinnies brand was kicked off by an activation which invited the community to ‘Bring Your Best’. For 72 hours, a giant 4-metre donation box popped up in the heart of Sydney CBD, encouraging people to donate their high-quality pre-loved items. Setting the tone for the good that Vinnies can continue to do for vulnerable communities.
The new visual identity has been designed to be more impactful, more accessible, more inspiring and more optimised for digital platforms. Layering and texture was integral, drawing inspiration from the three stacked hands depicted in the St Vincent de Paul Society logo and emphasising clothing as a symbol of help, community and connection.
This new chapter of the Vinnies brand was kicked off by an activation which invited the community to ‘Bring Your Best’. For 72 hours, a giant 4-metre donation box popped up in the heart of Sydney CBD, encouraging people to donate their high-quality pre-loved items. Setting the tone for the good that Vinnies can continue to do for vulnerable communities.
THE RESULT
The new brand positioning, brand guidelines and campaign platform provided an effective and efficient way for Vinnies Retail to promote their story, across a range of stakeholders.
In particular, Houston’s development of the Vinnies’ 'Bring Your Best' campaign has seen a huge uplift in the quality of donated goods.
Inspired by the strategic truth that the better the quality and quantity of donated clothing, the better the impact, Houston’s campaign served as an immediate reflection of the impact the refreshed brand will have on Vinnies and how they connect with the community.
Historically, roughly 20% of donated goods are suitable for sale in stores – leading to extra time, effort, and costs for sorting. Out of the incredible 350kg of donations made during the 'Bring Your Best' 72 hr activation, 97% were high-quality, sellable goods.
72hrs
Campaign activation period
350
kgs of donations
97%
high-quality, sellable goods
Services
Brand Strategy,
Campaign Development,
Brand Positioning,
Art Direction,
Digital Design
The new visual identity has been designed to be more impactful, more accessible, more inspiring and more optimised for digital platforms.
The 'Bring Your Best' campaign was inspired by the strategic truth that the better the quality and quantity of donated clothing, the better the impact. It was also an immediate reflection of the impact the refreshed brand will have on Vinnies and how they connect with the community.
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