Goodwill Industries
Spreading a message of Goodwill Goodwill is one of those admirable organizations that has practically universal name recognition — yet most people have little idea what it is that they actually do.
Everyone knows about their stores and their collection facilities, but most of us aren’t aware of the extensive degree to which they provide social services, housing, education, career training, and assisted living programs to the disadvantaged.
Goodwill in Connecticut came to us for help focusing their message and conveying their mission as a way of further increasing their effectiveness. (We seem to get this type of problem a lot, and it’s right up our alley.)
Our work included the reimagining of all areas of public interaction: Developing brand and communication platforms, the creation of print, online, direct mail, and outdoor advertising, the design and naming of the “Donation Station” dropoff locations, design of the truck fleet, and the complete overhaul of the store interiors, bringing the shopping experience up to a new level.
The mural installed
A store’s entry mural, with objects positioned atop a steel dimensional logo
…and another, with lettering made from items purchased in the store.
and offers a big thank you featuring contributors’ names.
Newspaper advertising campaign
To develop and implement the program we worked in collaboration with The Dave and Eddy Show, an advertising and communications agency.
We designed a number of local “Donation Station” dropoff trailers.
The design approach extends throughout Goodwill’s fleet of delivery trucks and trailers.
Designers
Alexander Isley
Angela Chen
Writer
Dave Goldenberg,
The Dave and Eddy Show