Client: Goodwill

Organization: Goodwill Industries International Inc.

Nonprofit Sector: Human Services
Industry: Consumer Services

Goodwill’s mission is to enhance the dignity and quality of life of individuals and families by strengthening communities and helping people reach their full potential through learning and the power of work. Goodwill provides job training, employment placement services, and engages in retail trade and other community-based programs for people who face barriers in their employment.

• Goodwill operates retail stores that sell donated goods, and the revenue generated from these sales funds its charitable programs. These programs improve the quality of life for individuals and families by providing opportunities for self-sufficiency and economic stability. To that end, Goodwill needed consumer-facing marketing materials to help inform the public and support their charity.

• The Goodwill materials need to connect with different audience segments. For example, information brochures need to speak to retail consumers, job seekers, potential donors, etc.; annual reports need to address supporters, board members, government, community partners, etc.; and retail signage speaks to shoppers, volunteers, and others.

• As a nonprofit charity that is community-focused, Goodwill’s communication is explicitly people-centered, both within and outside of the organization’s operations. It’s all about people helping others, especially those who face limitations and barriers that most do not encounter. For these reasons, graphic and marketing imagery are composed of humanitarian causes and activities.

• These informational materials are often comprised of brochures or packets of information that can easily be tucked in a pocket or distributed hand-to-hand. The objective was to create people-focused literature that was mobile-friendly and shareable.