Boomerangs is an award-winning family of thrift stores, owned and operated by AIDS Action Committee of Massachusetts. There was a need to update the organization's previous identity to be reflective of Boomerangs' vibrant culture and community, easy to use across mediums (print and web), and with other brands. I worked closely with Boomerangs staff to develop an identity that boasted modern typography, an extended color palette, and a new website with updated photography.
Role: Creative Direction, Graphic Design, and Research
Recognition: GDUSA Health + Wellness Design Award
Boomerangs leadership wanted to modernize its original logo so that it better reflected the organization's growth but was still fun and approachable. The result evokes creativity, but is clean and leaves room for essential brand messaging.
The updated visual identity, which included a new brandmark, color palette, and typeface, was used to create a new suite of marketing materials. Below is a sample of those works.
I worked closely with the team's in-house web developer and marketing manager to give ShopBoomerangs.org a fresh look to match the new branding. The goal was to create a website that echoed Boomerangs' active and creative spirit. Therefore, the homepage includes three sources of original content — the thrift store's Instagram and Facebook feeds as well as a blog feed. The remaining space on the homepage highlights Boomerangs' mission and customer relationship. Lastly, we designed the navigation to make the most trafficked pages — Locations, Donate, and Volunteer — readily available to site visitors.
The new visual identity was also applied to the assets designed for the thrift store's social media campaigns, such as Thrift Your Gift, and day-to-day postings.
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