RED CROSS SHOPS
Australian Red Cross stores have rebranded under the name Red Cross Shops. Known internationally for it’s humanitarian efforts Australian Red Cross also run a network over 160 shops selling recycled and new clothing with the proceeds helping support their vital work. The rebranding, presented an exciting opportunity to create a brand experience that not only helps Red Cross Shops compete on the high street, but explicitly links the shops to the Australian Red Cross in a broader sense by showing that there’s more than one side to Red Cross Shops. It was a pleasure to have had Jake Smallman collaborating on this project with us.
A DRIVING IDEA
The new brand used bold colour to achieve cut-through, with a simple visual system based on using an asterisk to link two key messages. Message A is short, sharp and to the point. Message B reveals that there’s more than one side to the story and can be used to add depth, connect messages or add a touch of humour.
AN INSPIRING TOOLKIT
With limited funds and resources the brand needed to be able to be handed over for simple execution by a broad user group. All aspects of the visual identity were developed with this constantly in mind and toolkits and inspiration guides and were actively shared to encourage volunteers to get creative and express the brand in their own way.
TURN SHOPPERS INTO DONORS AND DONORS INTO SHOPPERS
We took advantage of the humble shopping bag and donation bin to help educate the public about Red Cross Shops as well as remind shoppers to come back to donate and vice-versa.
CELEBRATING THE VOLUNTEERS
The celebration of Red Cross Shops incredible volunteers was essential in ensuring a genuine emotional connection within the brand and ensuring a sense of ownership of the brand by those who are the best ambassadors for it
CUSTOM ONLINE ARTWORK GENERATOR
Stores often need to communicate this season’s offer or specific instore incentives - yet have extremely tight budgets. The design of a series of online templates that store teams could access allows for an easy-to-use and cost effective method for stores to generate their own promotional communications for both social media and in print .
LIMIT DAMAGE TO DONATIONS
What looks like a rubbish bin to collect donations was being treated as one. Goods were being destroyed before they could hit the shelves. The solution was to treat the bins as bill boards and house a message that was anti-rubbish but pro-donations. Ultimately improving the quality & quantity of donations.
EMBRACING THE CULTURE
The Red Cross Shops in-store volunteers had become masters in creating something from nothing for their own unique style of visual merchandising. We therefore believed it was vital that we embrace this DIY spirit and ensured that the new brand would allow them to still express themselves instead of enforcing a strict set of rules.