Sydney, June 25, 2024: Houston Group, a renowned strategic brand and creative agency, has launched a dynamic new brand identity for PCYC NSW, a charity committed to empowering young people through community partnerships. The revitalized brand identity is now live across all digital and social platforms and in their 66 clubs throughout New South Wales.
PCYC NSW, with a rich history dating back to 1937, had a brand that remained relatively unchanged, leading to misconceptions about its audience and funding. Despite the far-reaching benefits of its not-for-profit programs, Out of School Hours care, and commercial sport and recreation activities, the organization’s breadth and impact were not widely recognized.
In a pro bono partnership, Houston Group worked with PCYC to develop a unifying story and clear brand architecture, supported by a flexible and contemporary design system. The goal is to build a shared understanding of PCYC NSW’s mission and increase its relevance among a more diverse audience.
Central to the new brand identity is the powerful idea, “Belong somewhere life-changing,” which highlights the charity’s transformative impact and unwavering belief in young people. This dynamic and bold visual identity maintains the equity of the star asset, enhances the vibrancy of the color palette, and introduces more meaningful imagery, evolving the overall creative look and feel.
Stuart O’Brien, CEO and Founder of Houston Group, shared, “Growing up in Mount Druitt, I saw first-hand the work of PCYC, so the project is very personal to me. The ability to contemporize such a significant community brand is a really important opportunity; to modernize it in a way that allows kids to re-engage and connect with their local PCYC.”
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Ben Hobby, CEO of PCYC NSW, added, “Being Australia’s pre-eminent youth charity, PCYC NSW wanted to stand out as a fresh, vibrant brand that genuinely represents the more than 60,000 youth members and at-risk youth that we serve each year. We are delighted that Houston Group has engaged with our team in such a professional manner, their expertise has crafted a contemporary, energetic design and message that will assist us to raise an elevated awareness with existing and new stakeholders. We are deeply grateful for their generosity of time, talents, and resources to bring concepts to life over a quick timeframe.”
Houston Group’s commitment to giving back extends beyond its pro bono collaboration with PCYC NSW, partnering with organizations such as Black Dog Institute, Wayside Chapel, Public Education Foundation, Belvoir St Theatre, ID Know Yourself, and more.
O’Brien emphasized, “As a business, we believe cause and purpose are fundamental, and by supporting not-for-profits, we’re able to use our skills to help these incredible organizations continue their vital work.”
