State Schools Relief launches new retail brand ‘Equal Threads’ via The Fuel Agency
Launched by State Schools Relief and developed by The Fuel Agency, Equal Threads is a new for-purpose retail brand that turns every purchase into support for children experiencing financial hardship.
Equal Threads is built on the belief that school uniforms should be a social equaliser, helping every child feel like they belong. For too many families the cost of uniforms can be the very thing that sets children apart.
Equal Threads flips that equation, reimagining retail by turning every purchase into a contribution that helps to level the playing field, provide school uniforms, and remove barriers for children in need.
The equals symbol logo serves as the brand foundation — a dual-purpose device that represents equality in its simplest form, whilst reinforcing that every action has impact. A simple and expressive brand system brings the idea to life. From web and comms, to in-store merchandising and point of sale, every touchpoint reinforces the same message: every purchase creates equality.
Equal Threads launches with a retail store and a new web storefront, giving Australians a way to support children in need with their uniform and workwear purchases.
Says Ed Bechervaise, Executive Creative Director, Fuel: “School uniforms are supposed to help children feel like they belong, no matter where they come from. It’s a simple idea: when purpose and purchase come together, children and families benefit.”
Says Kerry Thoonen, Head of Design, Fuel: “The idea of equality really gave us a springboard into the brand identity. It allowed us to create a system that still feels energetic, purposeful, and refreshingly clear, with endless ways to express different ideas.”
Says Ken Chow, Group Account Director, Fuel: “Equal Threads gave us an opportunity to really evolve how we do purpose brands — making them simpler to understand and easier to scale, without losing any of the impact.”
Says Tim Kidman, CEO, Fuel: “The best brands create value beyond the transaction. They’re good — and they make you feel good. Equal Threads turns something as mundane as buying a school uniform into an act of social impact. That’s the power of the idea — helping more children belong, and giving more people an opportunity to make a difference.”
The Fuel Agency
CEO: Tim Kidman
Group Account Director: Ken Chow
Senior Account Manager: Heather Jaboor
ECD: Ed Bechervaise
Design Director: Kerry Thoonen
Senior Designer: Jon Quinnell
Senior Designer: Marta Siwecka
Head of Digital: Anthony Edge
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