Common Thread Collingwood Thrift Store
Industry:
NFP/Retail/Social Impact
Location:
Ontario, Canada
Services:
Brand Discovery
Brand Strategy
Brand Design
Brand Guidelines
Key Messaging
Copywriting
Signage & In-store
Merch Design
Marketing
Social Media
Website Strategy
Website Design
Reimagining a local thrift store as a bold, community-powered brand
Common Thread is a volunteer-run thrift store in Collingwood, Ontario that supports the local women and children shelter. We were immediately inspired by founder, Amy's mission and saw an opportunity to shape a brand experience that matched the heart and impact of the project.
With deep roots in the community, Common Thread needed more than a logo — it needed a compelling visual identity, messaging clarity, and branded touchpoints that would attract volunteers, drive donations, and foster loyal customers both in town and touring the area. We partnered with them to build a full brand system and flexible marketing toolkit that could grow alongside their mission.
The Challenge
Balance Second Chances & Resilience with Hope & Warmth
Common Thread was already gaining momentum in the community, but lacked cohesive visuals and messaging to communicate its purpose or stand out in a thrift landscape. With an all-volunteer team and limited resources, they needed a brand identity that could scale, energize the mission, and be easy to implement across everything from signage to merch to digital presence.
We also knew that Common Thread wasn’t just a thrift store. It was a values-led movement grounded in empowerment, community, and renewal. The brand had to reflect that.
Our Approach
Design a Brand That Inspires Second Chances & Hope in the Community
We started with a simple question: What if a thrift store could feel like a love letter to women reclaiming their stories?
From there, we built a flexible identity system that paired bold, expressive typography with playful illustrations and a warm, hopeful tone of voice. The visual brand evokes both grassroots, retro energy and modern clarity, appealing to a wide audience of volunteers, donors, and secondhand lovers.
The Results
A Timeless Brand Setup for Evolution, Experimentation & Elegance
Since launching the new brand, Common Thread has grown its volunteer waitlist and received all of the donation items on their checklist. Even prior to opening their doors, they've gained traction on social media with a recognizable, feel-good visual identity and created a welcoming, memorable in-store experience. Their sign went up and immediately draws in attention from local shoppers and tourists as it stands out in the very best ways.
Most importantly, the brand has become a vessel for connection — a reflection of the dignity, resilience, and creativity that lives at the heart of Common Thread’s mission.