An evolution of the Blandford Street brand.
Not a branding exercise. A true alignment of value.
Not a branding exercise. A true alignment of value.
Campaign launch.
Proudly Preloved launches Saturday 14 June, on Blandford Street, Sunderland. Part of the city’s Summer of Pride Festival.
Visibility. Inclusion. Sustainability. Reclaiming space.
All core to Pride. All core to the initiative. Charity retail redefined.
Not a space filler. Not an afterthought.
A vital part of the high street. This is about giving overlooked spaces a shared identity. Bringing together students, businesses, residents, and national partners.
To build something bold, collaborative, and lasting.
Pride creates the right moment to celebrate.
Pop-ups. Second-hand styling. City wide displays. Community led design.
Pop-ups. Second-hand styling. City wide displays. Community led design.
To see the brand system that powers the campaign.
Leading with purpose.
Shared values. Clear vision. Confident. Grounded. and Proud!
What's next.
The ambition is to establish the initiative as a permanent part of Sunderland’s cultural and retail landscape.
A year-round strategy. With seasonal themes and strengthened collaboration.
Below are potential directions for how the initiative could evolve:
Preloved Beginnings.
A new season. A fresh start.
Rooted in the rhythm of spring cleaning, this campaign would encourage thoughtful donation, circular shopping, and stories that start again.
Rooted in the rhythm of spring cleaning, this campaign would encourage thoughtful donation, circular shopping, and stories that start again.
A Preloved Christmas.
A season for meaning, not just more.
Imagined as a time to shop with care.
Wrapped with purpose and given with love.
Imagined as a time to shop with care.
Wrapped with purpose and given with love.
Rooted in Sunderland. Built to last.
What began as a single idea is now a funded pilot.
The next step is scale.
To learn what sparked behind the scenes.