charity retail strategy.
THE ORIGINAL PITCH.
I love to browse a charity shop And I know I’m not the only one. There’s something in the chance of it. A bargain. A rare find. Something unique to wear or take home.
But charity retail is often scattered. Small shops dotted around cities. No centralised route. No cohesion. Sustainable choices matter more than ever.
So how do we make it easier to support the second-hand market?
WE MAKE IT VISIBLE. INTENTIONAL. A DESTINATION.
A second-hand shopping experience that speaks to younger people, trend-led shoppers, and sustainability advocates.
Right now, charity shops operate in isolation. They’re open to collaboration. but there’s no current shared link.
With time, resource, and design, we can unite the sector.
Position charity retail as a driver of the high street.
Position charity retail as a driver of the high street.
not a placeholder for empty units. Not an afterthought. An asset.
TO UNDERSTAND HOW THIS IDEA TRANSLATED VISUALLY.
MY ROLE.
Concept development and strategic pitch.
Branding, design, and marketing output.
Stakeholder engagement and communication.
Public speaking and workshop delivery.
Student and charity collaboration.
Event planning and execution.
CHARITY RETAIL ENGAGEMENT WORKSHOP.
The first real step in bringing a scattered sector together.
A chance to align, connect, and start building something bigger.
A chance to align, connect, and start building something bigger.
I designed the event's visual identity, blending the new Blandford Street brand with Sunderland BID. I helped plan the session, spoke alongside city partners, and facilitated early conversations between charity shops, city leaders, and stakeholders.
UNIVERSITY OF SUNDERLAND FASHION CHALLENGE.
A creative collaboration between Sunderland BID and University of Sunderland fashion students. The brief: Style second-hand looks sourced from local charity shops. THE inspiration: Pride. A low-cost activation with high impact, celebrating charity retail.
PROUDLY PRELOVED campaign.
Joins Sunderland’s Summer of Pride 2025. Blandford Street, Saturday 14 June.
EXPECT CHARITY POP-UPS.
EXPECT FOOD AND MUSIC.
EXPECT PRIDE DISPLAYS ACROSS THE CITY.
EXPECT PRIDE DISPLAYS ACROSS THE CITY.
The heart of something new. A celebration of second-hand style, pride, and community.
a unified identity.
A stronger high street.
A future built on what already exists.
TO SEE WHERE DESIGN MET STRATEGY.