Description:

PCYC NSW is the leading youth charity in New South Wales. They work in partnership with the community and Police to empower youth, get kids active in life, and reduce and prevent crime. While PCYC’s rich history dates back to 1937, the far-reaching benefits of its not-for-profit programs, commercial sport and recreation activities aren’t as widely known. Their brand has remained relatively unchanged over this time too – leading to misconceptions about who PCYC NSW is for and how it is funded.

We set out to change that.

A central, unifying idea was an essential first step for this next chapter of PCYC NSW. The idea needed to speak to the transformative impact of the charity on the lives of young people, its role in the broader community and the active energy of the brand experience too.

That unifying idea became ‘Belong somewhere life changing’ – building off the brand’s tagline in an inclusive and empowering way. The idea informed a strategy and broader brand architecture that gave PCYC NSW a stronger sense of place in the community – somewhere filled with hope, opportunity and vibrancy. And always inspired by an unwavering belief in young people.

This dynamism and strength of the brand are delivered via a visual identity that moves the creative look and feel forward in bold, energetic ways – while maintaining equity in PCYC NSW’s iconic star asset.

We increased the vibrancy of the colour palette and introduced bolder typefaces to capture the active spirit of the brand. Meaningful imagery was also essential to evolving the look and feel and helping to tell more compelling, authentic stories. Simplicity and flexibility were just as essential – as the new visual identity needed to be rolled out across more than 66 PCYC NSW clubs around the state.

The refreshed strategy and visual identity lays a solid foundation for the next chapter in PCYC NSW’s long-standing history. The charity continues to engage with and positively influence the lives of over 70,000 youth around the state each year – and this new brand will help them to amplify that impact for years to come.