We know there are lots of folk out there who are far less fortunate than we are, so we believe we should help the brands that exist to inspire them and those around them. To these ends, when we won the Goodwill account, we immediately went to work figuring out what the brand stood for and how it could be better communicated to serve its audiences.
After several very demanding months of a combination of in-person interviews and quantitative research approaches, we were able to distill the brand’s perceived presence into a very simple observation, one shared root and branch by employees, surrounding communities, and even, sadly, many board members: Goodwill sold cheap stuff to poor people. This wasn’t even close to the brand’s mission of helping people improve their lives through employment, so we’re now midway through creating resources that will clarify this position. Available space limits the vast number of ways we’re doing this (from completely designing the interior of all its stores to developing its new website), so we hope the following pictures do it all justice.