Goodwill Rebrand

Branding, Identity


How is something as positive as Goodwill so underrated? This personal rebrand project focuses on the solid reputation that Goodwill has, while amping up its visual identity in order to better advocate its true mission. While we all know Goodwill as a thrift haven and a place to abandon unwanted stuff, the true greatness of this non-profit is its duty of helping people find work. I quickly learned that I needed to shorten the gap between its two audiences — “The Donator” and “The Job Seeker”. In order to do so, I created a visual identity that is relatable, accessible, and celebratory. The illustrative quality establishes Goodwill as a more approachable brand — one that accepts everyone, alleviates fear, and sticks out from the crowd.