Bridgeport, Connecticut

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.)


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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.

Our design for the Westport, Connecticut store features a series of lowered slat and fabric "ceilings" that establish individual merchandising areas.
Individual retail stores incorporate customized murals. For one installation, we worked with Goodwill program participants to select objects and paint them the signature Goodwill blue.
We then designed and fabricated an entryway mural that spelled out GOODWILL.

The mural installed

We created a number of dimensional billboard installations (known as "spectaculars," which always amuses us).

A store’s entry mural, with objects positioned atop a steel dimensional logo

…and another, with lettering made from items purchased in the store.

This annual report was designed and produced on a budget:
It folds out to tell a story...
provides provide financial information...

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.

Small space animated ads
Website redesign incorporating Goodwill participants and supporters.

We designed a number of local “Donation Station” dropoff trailers.

The design approach extends throughout Goodwill’s fleet of delivery trucks and trailers.


Alexander Isley
Angela Chen

Dave Goldenberg,
The Dave and Eddy Show