Goodwill Columbus New Brand Strategy - Goodwill Columbus

Through creative exploration with the Goodwill Columbus team and reviewing research findings from their different audiences in their recent Strategic Planning exercises, it became clear that the new brand story needed to promote public awareness of its services, inspire excitement throughout the community, and differentiate Goodwill Columbus from similar organizations. Using our discovery findings, Origo created and tested different conceptual approaches, leading to the brand strategy of Opportunity For All. The spirit of this new branded campaign emphasized the positive change that comes from the organization’s mantra of helping individuals achieve their full potential through “the power of work,” highlighting Goodwill’s efforts to connect individuals with the tools and resources they need to make a positive change in their careers and lives.

The new brand strategy included new messaging focused on uplifting individuals while educating them on how its many services can help get them where they want to be. One of the main ways this came to life was from a unique vertical headline structure, which introduced one “feeling” to emphasize each piece and instill a sense of positivity, such as “Purpose,” “Potential,” and “Transformation.” To complement our messaging strategy, we created a distinct visual direction for the brand. The design strategy capitalized on empowering graphics and photography, recognizing individuals in real-life settings while evoking a sense of inspiration and community.

We then created a wide range of internal communication assets, like brand guidelines and a company fact sheet, to help employees become more familiar with Goodwill Columbus and its new brand. We also created print and digital marketing materials, including tri-fold brochures explaining Goodwill’s Workforce Development programs, Business Services, and services for individuals with I/DD. We also refreshed Goodwill’s website to align with the new brand through engaging photography and clear, consistent messaging. 

A huge tactical need for the organization was marketing in their retail and donation centers around the city. Goodwill and Origo worked together to create an entire suite of new assets for retail stores and donation locations that corresponded with the new brand. This included wall art, cash register wraps, clothes rack toppers, and more, strategically created to educate customers about how they play an active role in furthering Goodwill’s mission.

The final phase of this new rebrand was to communicate to the public through a media plan, complete with social media posts, environmental ads, a new mission video, and more. Through these efforts, Goodwill Columbus was able to launch a brand that showcased the unique, life-changing opportunities it provides to people while educating the general public on how its involvement makes a difference every day. It has been making waves in the community – since its launch in 2023, the new brand has generated almost 55 million impressions, educating individuals and families across Ohio about the success stories it creates for the region.