Amplifying social impact through brand, design & build
Creating a fresh brand identity and digital experience for Re:Nue, the social enterprise arm of The Salvation Army, to enhance its mission among old and new audiences.
Client
The Salvation Army
Industry
Social Enterprise
Services
Strategy & Innovation, Product Design
The challenge
Re:Nue (previously Red Shield Industries), the social enterprise arm of The Salvation Army, sought a refreshed brand identity and digital experience that earmarks a new era of audience engagement and mission alignment.
They approached PSYKHE for a complete brand and website overhaul based on the following key principles:
balancing approachability, sophistication and legitimacy
connecting with The Salvation Army’s humanitarian efforts
enhancing the experience of long-time customers while appealing to newer generations
Sample mood board to illustrate the new brand direction.
The approach
For 7 months between May 2024 and April 2025, we worked closely with Re:Nue’s marketing and leadership team to deliver the rebrand and website revamp.
Phase 1: Developing a fresh brand identity
1.1 Brand discovery
We started off with a deep dive into the brand’s mission and values. Insights from context analysis, target audience research and existing brand evaluation fed into a brand identity concept that aligned with future goals and scalability potential.
1.2 Brand delivery
As part of delivery, our team created a new logo, tagline, as well as sample applications of the refreshed brand identity across physical and digital touchpoints. These include posters, uniforms, delivery trucks, storefronts and the brand website. We also crafted comprehensive brand guidelines to ensure a consistent and cohesive brand experience for long-term success.
Phase 2: Website redesign and build
With the new brand concept firmly in place, PSYKHE’s team embarked on an overhaul of Re:Nue’s customer-facing website.
2.1 Website Conceptualisation
We conducted an audit of the current website as well as a landscape scan to develop a refreshed information architecture that restructured website content according to user and business goals.
2.2 Website Design
Once the structure was finalised, we created high-fidelity design screens of all website pages, incorporating UX best practices as well as considerations for technical, operational and budgetary constraints.
2.3 Implementation
Finally, our implementation partner developed the new website with HubSpot CMS integration, empowering Re:Nue to update and manage content even in the long run. We wrapped up the website delivery with User Acceptance Testing to highlight any inconsistencies and bugs in preparation for launch.
Mock up of sample posters
Brand tagline
The impact
Our comprehensive rebrand and website revamp for Re:Nue resulted in a transformative brand identity and digital experience poised for expansion across Southeast Asia. The project seamlessly integrated physical and digital platforms to create a cohesive, end-to-end brand experience.
Designs come to life
Our designs came to life in three distinct, impactful ways:
Brand logo, tagline and implementation guidelines
The logo and tagline created by PSYKHE are now being applied across all Re:Nue touchpoints. Brand guidelines have been handed over to Re:Nue’s team, ensuring consistent and impactful public representation in all future PR and communication efforts.
Storefront concepts
PSYKHE’s sample applications of applying the new brand identity to physical storefronts were adopted at Re:Nue’s neighbourhood locations in Ang Mo Kio and Bukit Merah.
These stores now reflect the brand’s fresh, modern identity, inviting passersby to explore and discover through bold colours, playful motifs and clear signage.
Refreshed online experience
The website redesign and build marks Re:Nue’s first rejuvenation effort in over a decade.
This transformation uplifted Re:Nue’s public-facing platform, aligning the website with customers’ expectations in today’s digital-first world. Shoppers and donors alike can now seamlessly achieve their goals online due to enhanced functionality, while new generations are engaged to connect with the brand mission.
Sample pages from the brand guide
Like what you see?
Reach out to us today to discuss how our research and UX consulting services can help you create a real impact for your customers and your business in Singapore and Asia.