Goodwill Rebrand


How is something as powerful and positive as Goodwill so underrated? This rebranding project focuses on the wonderful reputation that Goodwill already has, while amping up its visual identity in order to better educate and advocate its mission. After researching and realizing the problems that Goodwill faces, I learned that I needed to shorten the gap between its two audiences — donators and job seekers. 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.