BRANDING | Goodwill Goes More Retail



Goodwill’s San Francisco operations have used updated graphics and messaging to redefine perceptions of the organization. Rather than simply acting as a low-cost resource for hand-me-downs and cast-offs, the San Fran Goodwill emphasizes the shopping experience as a fun one, similar to any other hip retail operation.

Colorful illustrations, along with new taglines re-energize and reposition the Goodwill brand. The organization has been given new life as a non-profit gives back to the community, while also serving as a retail store for bargain shoppers.



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