Goodwill Industries
of the Southern Piedmont
How do you make a brand go bolder? You lean into its pillars—the unique aspects of its purpose that drive everything it does.
That’s what my team and I did for Goodwill Industries of the Southern Piedmont: crafted newer, bolder brand positioning and values to reflect its recently refreshed purpose statement.
Awards:
-
2022 Silver ADDY Awards
-
Good Morning, Opportunity Brand Essence Poem
-
Brand Launch Posters
-
Brand Launch Bus Ads
-
-
2022 Mercury Award of Merit | SCPRSA
-
Going Bolder Brand Campaign
-
Pathways to Progress
Through a series of brand archetype workshops I co-led and executed with the Goodwill team, we identified the Visionary within the brand and the pillars that it stands on.
Community.
Equity.
Possibility.
That became the foundation of the new positioning statements and the inspiration behind our grassroots-style campaign highlighting Goodwill’s role in the community (which of course included plenty of swag, digital backgrounds, transit ads, and more).
A Work of Poetry
And what’s a rollout without a little poetry?
I dove into my poetic roots to pen a spoken-word poem that captured the essence of the new brand for its debut at Good Morning, Opportunity—an event for Goodwill’s donors and shareholders.
Scroll on for a special performance by yours truly!