Origo Unveils Branded Store Strategy for Goodwill Industries of Central Florida

Since 1959, Goodwill Industries of Central Florida has been fulfilling its mission of “Building Lives That Work.” Through vocational services, job skills training, job placement, and supportive employment to people with barriers to employment, Goodwill Industries of Central Florida works to help everyone achieve success in their life, whatever that may look like for them.

With the goal for the organization’s flagship location on South Orange Blossom Trail to be renovated to better serve the needs of the community, Origo Branding was brought in to give a modern take on the environmental branding that would emphasize the organization’s longstanding mission.

Refreshed Visual Identity

After onboarding sessions with the team at Goodwill Industries of Central Florida, we got to work on reviving their visual identity through their retail space. We expanded the organization’s color palette beyond the national brand’s blue and beige hues. While ensuring these enterprise brand colors were at the forefront of our graphics, we balanced them out with secondary colors of butter yellow, dark green, and red.

Once we established the color palette, we infused geographical elements from the area into the designs to emphasize the local commitment of Goodwill Industries of Central Florida. The waves, oranges, and blossom trees all worked together to create an inspiring and positive visual identity that emphasized the region’s bright future. 

Mission-Centric Messaging

We then created the messaging strategy for the storefront to speak in a way that aligned with the previously established brand, while emphasizing some new characteristics. For example, we used the organization’s original tagline, “Building Lives That Work,” but included additional messaging throughout the store that empowered employees and gave them a sense of pride for the hard work they do. The copywriting also focused on clear and succinct wayfinding system through messaging and signage, helping individuals to navigate easily throughout the store.

Intuitive In-Store Activation

Once we created a new visual and messaging identity, we started to think about how it could best be activated in the renovated retail space. The shopper experience was the utmost priority throughout the store flow, with intuitively placed assets that met shoppers on their journey through the space. Assets included banners, wall scapes, entryway signage, cash register wraps, individual product category signs, rack toppers, and more.

We also made a three-up entryway sign, a walk-in mat, and transparent window clings for the main and donation entrances to welcome people into the space. With each activation strategy, we specifically thought through the sequence of signs throughout the store, what would be most visible at specific points, and where visuals would be obstructed. We worked together to intentionally place every in-store marketing tactic to help shoppers and donors get to where they want to go quickly and easily. 

A Space Designed for the Next Chapter 

With Goodwill Industries of Central Florida now armed with a mission-centric retail space, they’re better able to communicate their values to their customers, driving community engagement and furthering their mission.

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