Boomerangs

A brand new visual identity
 

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

Before & After of the Boomerangs logo

Website redesign

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.

Digital collateral

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.