A BR A CADABRA
THE
RE:COLL
LECTIVE magically appeared when a group of resourcerers combined efforts to reclaim
THE ART OF RECYCLING
MAGIC?
Y E S , M A G IC . The people of the Re:Collective are resourceres, its employees, their customers, volunteers and even member of the board of investors. Instead of obliterating a dilapidated building, they swiftly remove the innards and turn them into unbelievable things. This old school building could have been pillaged, and burned. But the Resourcerers came in and gently took it down piece-by-piece. Then shazam! They built it up to be a new restaurant making local, organic burgers.
SH AZ AM MM !
TH E RE :C O is the only
reclaimed materials w doubles as a creative projects of all shapes
y self-sustaining,
warehouse that hub for resourcerery and sizes.
The concept of sustainable deconstruction has been around for about a decade. Other groups have taken on the challenge of repurposing those materials, but The RE:CO is the only one that fully fosters a creative environment as well.
HOW IT HAPPEN ED NOT. It took the gumption of one strong sole decided to change the way we recycle big things forever. She took it upon herself to redesign the process used by all of the land. With her efforts, other joined in and found this old warehouse. It gives a foundation for the updated, modern ways of recycling and resourcing. All of the systems needed to accomplish a true recycle are available in this one building. This single building gives a home to many creative programs and services, community enriching events and environmentally sound opportunities.
TO SEE THE MAGIC, YOU HAVE TO UNDERS TAND THE SPACE...
SO LE TS STAR T HE RE .
RIGH T THIS WAY
– D A!
DOOR S, DOGS AND
DANDY THINGS
Recovered and reclaimed items found in the warehouse range from hardware and bolts to refridgerators and full scale lumber. Not to mention, the sweetest warehouse dog you’ll ever meet, Boomer. He lounges around waiting to make new friends.
BUSINESS IN FRONT AND
PA R T Y I N F R O N T, TOO This single building gives a home to many creative programs and services, community enriching events and environmentally sound opportunities. Because the space is so open, hardly any dividers exclude one activity from another. Therefore, the community can use it for brainstorming collaboration or a concert raising money to fund the warehouse utilities. Hosting events and workshops , maintaining their inventory and creating projects keep this small warehouse extremely busy.
THEY HAVE BEEN CURSED.
THE PROBLEM
LACK OF VISUAL IDENTITY
. K R O W D O O G H C U M O O T WHY?
NO DESIGNER WHY?
NOT ENOUGH IDENTITY SHORT ON TIME TO HIRE DESIGNER
FUNDS FOCUS ON SERVICES
ALL EMPLOYEES ARE S O O O TA S K D R I V E N
only 3 years old
education
lumberjack
ON demand
innovation
warehouse assistant
creation
director of ed.
HERE’S WHERE I COME IN
THE SOLUTION
RE:COLLECTIVE
R E B R A ND I N G & E X PA N D I N G My job is to take this collection of resourcerers and give them a name. give them foundation. give them a visual identity. One that will be recognizable, sturdy, flexible and transparent in hopes of expanding these passions and adventures from Chicago to other lands... like Kansas City, Austin, Sacremento, Nashville, and MORE.
C R E AT I V I T Y
L AW R E N C E WA R E H O U S E A R T S D I S TR I CT
TH E R E:COLLE CTIVE
DOU B LE B UTTE R D E S IG N
ICON MOD E R N
U N AWA R E N E S S
S U S TA I N A B I L I T Y
A M E R I CA N S C R A P M E TA L
B A M A N T I Q U E WA R E H O U S E
TH E R E STOR E
TH E H OM E D E P OT
PROFIT
As you can see here, there’s lots of freedom within the brand because no other company really comes close. These other groups, organizations and companies maintain more influence from profit than creativity.
REBR AND
C O L O R FA M I LY
S U P P L I M E N TA L M A R K
WORKSHOPS
TOOLS & TOOL KIT
CLARENDON BOLD (TITLE)
MENSCH REGULAR (Title) DIN CONDENSED BOLD (SUBITITLE) 10PT Clarendon (body) 8pt
RE:CO MADE the
Resourcerers
“R E C L A I M I N G T H E A R T O F R E C Y C L I N G” “ LO CA L LY S O U R C E D . LO CA L LY D E S I G N E D . LO CA L LY C R A F T E D ”
STYLE DIMENSIONS m in im al
LOGO MARK
ornamental
real
abstract
The competitors vary across the board, but the reco will maintain:
dynamic
loud/strong
static
strong/weak
EXPA ND
For the new identity, the spritual aspects of what the RE:CO does is the most influential to its clients. Shoppers keep coming back for two main reasons :
IN RADICAL SUPPORT OF THE CAUSE AFFECT IONATE ABOUT THE PRODU CT
THEREFORE, THE RE:CO NEEDS TO SHARE IT’S GOODN ESS WITH ALL THE OTHER CITIES !
“Their mission is really admirable, trying to divert building materials from landfills, all the while doing job training programs and generally educating the public
ESOME STUFF).” (AND HELPING PEOPLE MAKE AW
S O W H AT L I E S B E Y O N D
?
a community of DIY resourcers ranging from small to large scale projects eager beaver
technical and creative help for repurposed reclaimed materials
hands-on humble accessible reliable traditional ranger
Resourcerers
ALL OVER AMERICA
promo te, educa te, create a market and a model
expansion of model to all major cities in the U.S.
Determined to spread benefits of sustainable deconstruction and repurposing reclaimed goods
THAT’S WHERE NED COMES IN
THE ORIGINAL
RESOURCERER
•
Ned is rugged, saw-dusty and neutral
•
lives in a cabin built by his father.
•
opened a cabinetry shop out of school... been there ever since
•
loves his two bird dogs, Maple and Luke.
•
can’t sit through a whole movie.
•
dreams of his annual trip to Wyoming.
•
drives a rusty 1958 Ford F-100
store signage, printed on scrap paper and wood
OLD LETTERPRESS DRAWERS ALREADY EQUIPPED WITH COMPARTMENTS FOR SCREWS, N U T S A ND B O L T S
JUST TO BE SURE MAP OF THE SURROUNDING AREA...
packaging a variety of leftovers and mix & match hardware
MINIMAL PACKAGING TO AVOID WASTE
hand-pickd, hand-packaged resourcery kit
REUSED HARDWARE PACKAGING
packaging a variety of leftovers and mix & match hardware
USED HAMMERS FOR ONLY $1 ( A N D O T H E R T O OLS!)
advertisement for a line of “experienced” tools
S , “ I’ M A GIANT BOW SAY -GIFTED GOING TO BE RE SOON.”
more ads for the resourced tools and tool kits / campaign for “gift house”
website navigation
Now that we’ve established the rebranding and expansion, get out there, visit a new store and make something, share something, represent your city and most importantly
BECOME A RESOURCERER.
RE:COLLECTIVE