Client Overview
Green Collect has been reimagining waste since 2001, turning what others discard into opportunity. Based in Melbourne, Australia, this award-winning social enterprise champions circular living by rescuing, reusing and reselling everything from office furniture and electronics to stationery, clothing and homewares. Processing over 150 tonnes of materials each year, Green Collect partners with hundreds of organisations to keep valuable resources in circulation while creating meaningful employment for people who’ve faced barriers to work.
Our Goals
- Merge two separate sites (Squarespace & Shopify) into one Shopify platform that covered all their service and store pages
- Create a website that showcases both their retail store and business services
- Establish a strong SEO foundation through strategic redirects and content optimisation
- Design a site that reflects Green Collect’s vibrant personality and serious impact
- Build a platform that’s easy for the team to manage and ready to scale
- Handover the site to their in-house team for ongoing edits
Our Deliverables
- UX & Website Strategy
- Website Design & Build
- Full SEO audit (pre and post-launch)
- Custom Shopify template design
- Testing and site launch
- Handover training session
When we first spoke to Green Collect, they were juggling two separate websites (neither was great), one for their social enterprise services and one for their online store.
Customers had to know where to go for what, and behind the scenes, the team was managing two separate platforms. Let’s just say it wasn’t the seamless experience they (or their customers) deserved.
The challenge was both technical and strategic. How do you merge two distinct audiences (everyday shoppers and corporate clients) into one experience that works for everyone? How do you preserve a year’s worth of SEO equity when you’re fundamentally restructuring everything? And most importantly, how do you make sure the site doesn’t just look good but actually helps Green Collect grow their impact?
TWO SITES, ONE VISION
We started where we always do, with a deep dive into what was actually happening on those two sites. The pre-launch SEO audit revealed the scale of what we were working with: hundreds of URLs that needed careful consideration, content that required streamlining, and navigation structures that needed complete rethinking.
Moving from Squarespace to Shopify while merging two sites isn’t just a “copy and paste” situation (if only!). We meticulously mapped over 550 URLs from both sites, ensuring every single one had a proper redirect to its new home. This meant avoiding 404 errors and preserving Green Collect’s hard-earned search rankings, making sure anyone who’d bookmarked a product or service page wouldn’t hit a dead end.
The navigation restructure was crucial. We needed to create clear pathways for two very different user journeys: someone popping in to buy a preloved office chair, and a business looking to arrange a complete office cleanout. We created a site architecture that gives each audience what they need without drowning them in irrelevant options. Clean categories, intuitive menus, and strategic page flows that guide people exactly where they want to go.
With two sites’ worth of content coming together, we had an opportunity (okay, a desperate need) to tidy things up. Working alongside Brandkind’s talented copywriters, we audited, refined, and restructured content to ensure it was clear, compelling, and actually useful. No fluff and no repetition. Just the good stuff that tells Green Collect’s story and helps their audience make decisions.
DESIGN THAT REFLECTS THEIR IMPACT
Green Collect’s philosophy is simple: second-hand is never second-rate. They create employment pathways, divert tonnes of waste from landfill and help businesses embrace sustainability. It’s this mix of purpose, impact and innovation that made Green Collect a recognised leader in Australia’s circular economy and winner of Australian Social Enterprise of the Year (Small Enterprise) in 2019.
Clearly, they do serious work. But they’re not stuffy about it.
The new site needed to reflect that energy. We created custom Shopify templates that are bright, bold, and a bit cheeky, while maintaining the professionalism their corporate clients expect. It’s a site that says “we’re making a real difference, and we’re having a good time doing it.”
A year into this project, we weren’t just thinking about launch day. We were thinking about years two, three, and beyond. The site architecture and Shopify setup are designed to scale as Green Collect expands their services, opens new locations, or adds product categories. Their team can manage it all internally without needing a developer on speed dial.
BUILT FOR GROWTH (AND GOOD)
Green Collect now has a website that finally matches the scale and impact of what they do. The merged site has streamlined their operations, making it easier for the team to manage their online presence while giving customers a much clearer experience.
But beyond the technical wins, the site just works. It represents Green Collect authentically: the vibrant personality, the commitment to sustainability, the genuine care for community and environment. Whether someone’s there to buy a desk or book a business cleanout, they get a sense of who Green Collect really is.
“The work of has been so fantastic and we are extremely grateful for the generous and skilled input of all those working on the project.”
READY FOR WHAT’S NEXT
Needless to say, the project was a big one. It spanned about a year and we have to give a massive shout-out to the team at Brandkind who made this happen. This was truly a collaborative effort. Their copywriters, designers, and project managers brought the energy and expertise that turned this complex project into something we’re all genuinely proud of.
As Green Collect continues to grow their impact across Melbourne and beyond, they’re set up to reach more people, serve more businesses, and keep pushing the circular economy forward.
We can’t wait to see how they continue to lead the charge in making sustainability accessible!
This was a collaborative project:
In combination with Brandkind.
