Good Sammy is a WA not-for-profit which provides employment opportunities for people with a disability. It operates a chain of op shops backed with a recycling and sorting operation. Research showed that people did not associate Good Sammy with its core purpose – disability employment – and thought it was “just another op shop”.
Research showed that if we could drive awareness and knowledge of Good Sammy’s core purpose, it would have a significant impact on donations and sales. We developed a new tagline, “A Great Deal of Good” linking “great deals” with “good”; refreshed the entire brand and re-focusing the organisation behind its core purpose.
- 28 shops rebranded
- Extensive purpose-based signage
- New brand and identity launched on International DBrandStrategyMediaStrategyisability Day and was an immediate success, energising over 500 employees