Strategic brand and creative agency, Houston Group, has unveiled a new brand identity for PCYC NSW, a charity that empowers young people through community partnerships.

The refreshed brand identity aims to build a shared understanding of what PCYC NSW stands for and increase its relevance among a diverse audience. The new brand will be launched across all digital and social channels, and across 66 clubs throughout NSW.

PCYC NSW, with a history dating back to 1937, has remained relatively unchanged, leading to misconceptions about its purpose and funding. Houston Group worked with PCYC in a pro bono capacity to create a unifying story and clear brand architecture, supported by a flexible and contemporary design system. The new brand identity is underpinned by the central idea, 'Belong somewhere life changing', and aims to bring the charity's transformative impact and belief in young people to the forefront.

Changes to the brand include maintaining equity in the star asset, increasing the vibrancy of the colour palette, and introducing more meaningful imagery.

Houston Group's CEO and Founder, Stuart O’Brien, who has a personal connection to PCYC, having witnessed its work first-hand growing up in Mount Druitt, said, "Growing up in Mount Druitt, I saw first–hand the work of PCYC, so the project is very personal to me. The ability to contemporise such a significant community brand is a really important opportunity; to modernise it in a way that allows kids to re–engage and connect with their local PCYC."

PCYC NSW CEO, Ben Hobby, expressed gratitude for Houston Group's professional engagement and expertise.

"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," he said. "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 other organisations like Black Dog Institute, Wayside Chapel, Public Education Foundation, Belvoir St Theatre, and ID Know Yourself.

"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 organisations continue their vital work.," O’Brien added.