Is it possible to brand a thrift store stocked with donated goods and make it a look like a place where you’d want to shop? Goodwill in San Francisco is doing just that by giving its in-store signage, website and fleet of trucks a complete makeover.
When Tim Murray, former creative director for Target, joined the nonprofit in 2011, he introduced a contemporary retail sensibility to the way Goodwill presents itself. Instead of projecting an image of catering to people who are down on their luck, the new brand positioning spreads cheer with bold silhouettes of merchandise against bright backgrounds. The illustrations by Marin-based designer Craig Frazier project energy, variety and the thrill of shopping discovery instead of implying that out-of-date, frumpy stuff is sold here.
Another change was to give greater prominence to Goodwill’s existing “G” logo, a variation of the recycling circle symbol with the inward curve of the “G” forming the shape of an arrow. Related to this brand repositioning is a new slogan, “See the Good and Grow it.” This idea is being conveyed in advertising and in-store signage that explain Goodwill’s mission: “Goodwill job training grows second chances. When you shop here, good grows.” This all goes to show that even nonprofit thrift organizations can benefit from smart brand positioning.