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, social, 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: Art Direction, Graphic Design, and Research
Recognition: GDUSA Health + Wellness Design Award
I collaborated with the team's in-house web developer and marketing manager to give ShopBoomerangs.org a fresh look. We aimed to create a website that echoed Boomerangs' creative spirit and helped site visitors quickly find the information they were most likely searching for. Therefore, the homepage includes three sources of original content — the thrift store's Instagram and Facebook feeds and a blog feed. The remaining space on the homepage highlights Boomerangs' mission and customer relationship. We designed the navigation to feature the most trafficked pages — Locations, Donate, and Volunteer.
We also leverage the new branding for digital collateral, including social media creative. Smaller campaign brands were developed for key shopping moments, such as the holiday campaign Thrift Your Gift.
Selected Works
M+R Benchmarks Study 2023Project type
National Mentoring Summit 2021Storytelling, Content Development
Live Arts Boston: The First Three YearsProject type
Create the VoteProject type
She Came to PlayProject type
Her Campus Creative ZineProject type
Refresh Your Day TourProject type
Dorm Sweet DormProject type
Youth VoteProject type
Power of Good TourProject type
Storied EatsProject type
Breast Cancer AwarenessProject type
Boomerangs Thrift Store RebrandProject type
AIDS Walk & Run Boston RebrandProject type
The Hyams Foundation's Annual ReportProject type
Public Policy x LGBTQ+ Health OutcomesProject type
Public Health InfographicsProject type