A new building concept and voice for the globally respected nonprofit.
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The "good" in Goodwill is misunderstood. How can we better connect patrons to the impact of their support?
Goodwill’s donors, thrifters, and job seekers currently interact with the brand in different buildings. What if they were more frequently exposed to one another.
I worked alongside strategists to analyze Goodwill's current position and to identify new business opportunities. After researching the brand and creating an actionable design strategy, I collaborated with creatives to bring a new aesthetic and voice to Goodwill. Individually, I built the new floor plan and designed key touch points for the experience.
Group Project | 4 Weeks
Adobe XD | Illustrator .
Photoshop | Cinema 4D
A THRIFT STORE
The "good" in Goodwill is misunderstood.
Most donors and shoppers have positive sentiments towards Goodwill. These customers seem to know that the organization generally "does good", but they don't know exactly how or why.
The truth is, Goodwill's Community Employment Centers (CEC's) are responsible for most of the positive impact the organization has on communities.
However, these CEC's often go unnoticed by the public (as does their positive impact), because they seemingly have no relationship to the current in–store thrift experience.
THE GOOD THAT IS TALKED ABOUT
THE GOOD THAT GOES UNNOTICED
Connect patrons to the impact of their support.
Luckily, the disconnect between the thrift experience and Goodwill's amazing work within communities has never been detrimental to the organization.
Goodwill has a unique opportunity to tell users why their support matters. By connecting the different parts of their business in a unified voice, Goodwill could strengthen brand loyalty among thrifters and donors and be an even stronger resource for the people who need them the most.
A Goodwill supercenter.
The Goodwill Collective brings all the moving parts of Goodwill together under one roof. People who are looking for bargain deals, or to get rid of old clothes, will head to the same building as those who are looking for resume feedback.
WHO THIS SERVES
One building, multiple needs.
Goodwill has always served different customers with different needs. In the past, thrifters and donors interacted with the brand at retail and donation centers, while the people who sought Goodwill job services went to CEC facilities. In the updated model, these users are constantly exposed to one another within the same complex.
Creating a more transparent experience through more space and more offerings.
The following modifications will take advantage of the increased square footage, enhancing the complete Goodwill experience for all users.
I. GLASS WALLS
In order to meaningfully connect thrifters, donors, and students, the building uses glass walls in certain areas.
Shoppers can look through one way glass to observe the classes that frequently take place in the Goodwill Ready Center. Donors driving by can look into the sorting room, retail store, and Ready Center (see diagram below).
II. THE DONATION RUNWAY
Once again harnessing the power of glass, the donation runway is designed so that donors can physically "drive the impact" of their donations. Donors will look into the sorting room, thrift store, and Ready Center as they drive down the runway to exit the facility.
III. THE GOODWILL FORUM
Goodwill has been empowering local communities for years. Now they have a space that was designed specifically for the community.
The Goodwill Forum is a multipurpose space that exists for whatever the community needs it to exist for. The two garage doors can open to the parking lot for outdoor events.
Potential Forum events could include:
Career fairs, speaker series, CPR training courses, community cookouts, concerts
IV. SHOP MY CLOSET
In order make the thrifting experience feel more community-oriented and inspired, The Collective will establish a new shopping area labeled, "Shop My Closet".
The Collective will partner with local fashion students and influencers, who will have the opportunity to create seasonal, curated collections. Goodwill shoppers can browse and buy from this collection, knowing that the items have been carefully selected by reputable experts.
NOVEMBER 2020 CURATOR
VCU Fashion Merchandising
V. FLOOR PLAN IMPROVEMENTS
In addition to the new Forum and Donation Runway, Goodwill can also expand it's offerings within its already existing Ready Center (re-named from Community Employment Center) and reputable thrift store, which now exist in the same complex.
EVERY 30 SECONDS OF EVERY BUSINESS DAY, A PERSON SERVED BY GOODWILL EARNS A GOOD JOB
– 2018 GOODWILL ANNUAL REPORT
Establishing a unified voice across all brand touch points.
The voice of The Collective is now a single voice. The brand uses different mediums to inform its audience of the organization's purpose and activities.
The checkout counter presents a unique opportunity to tell people more about The Collective. While customers wait in line, they will read through a snaking story that provides a brief overview of the building and Goodwill's impact in communities.
INFORMATIVE PRICE TAGS
The Collective takes advantage of price tag real estate to provide facts about Goodwill's impact. Once again, it is important to reinforce the connection between thrifting and empowered communities.
The facts will change quarterly, and the QR code is linked to the region's Goodwill website.
One way to connect patrons to all of the moving parts within The Collective is through a single digital calendar. This calendar will exist throughout the building and will highlight key events for each month.
Resume workshops. thrift store sales, Mental Health Forum, Father's Day Cookout
During checkout at the thrift store and donation runway, customers can opt into receiving a monthly newsletter from the Collective.
This newsletter will discuss important events, success stories, and other relevant announcements from the Collective. The newsletter will be designed by Ready Center students.
Throughout The Collective, Goodwill will connect faces and stories to purchases and donations.
One of the best ways to explain the Ready Center is to tell the stories of the people who have benefited from its services. Everyone who turns to Goodwill for help comes from a different background, so the results are always unique to that individual.
IN 2018, MORE THAN 1.5 MILLION PEOPLE ENGAGED WITH LOCAL GOODWILL SERVICES TO ADVANCE THEIR CAREER.
– GOODWILL INDUSTRIES INTTERNATIONAL
INITIAL SKETCHES & RELATIONSHIP MAPS
Funmi Adejobi, Copywriting
Joie Ha, Art Direction
Micah Davenport, Strategy
Halle Nurse, Creative Brand Management