First rate rebranding for the masters of second hand.

We’re big believers that the most sustainably successful (i.e. responsible) organizations are those that align their business strategy, brand marketing and cultural health. So it was a monumental thrill when Goodwill Industries of Upstate/Midlands South Carolina asked us to lead their rebrand in the most comprehensive way possible — with equitable consideration for each branch of this trifecta.



It’s true that the brand delivers three unique benefits to three unique constituencies — donors get a convenient path to clutter-free-lives, shoppers find values unparalleled in retail, and jobseekers see the profits fund entry into new careers via training and placement programs. But it’s in the unseen connections between those groups and the exchanges of value from person to person that the cumulative magic of the organization is felt. Goodwill is a place to help yourself and others in the very same act, no matter who you are or what you’re after. Out of this virtuous circle, a positioning theme was born that’s as simple as it is all-encompassing.

GW_GoodwillToAllTagline





GW_StoreGraphics01
GW_RetailShirts
GW_TruckGraphics
GW_StoreGraphics02
GW_StoreGraphics03
GW_StoreGraphics03

Once the organization’s strategy was set firmly into the brand’s positioning, we turned our attention to external brand marketing. And because donations are the lifeblood of the Goodwill phenomenon, mass media campaigns were crafted to remind donor audiences that their battle with clutter can end any day of the week.

GW_Outdoor01_EvenYourSkeletonsAreCramped
GW_Outdoor02_CupsRunnethOverCabinet
GW_Outdoor03_4Br3BrNoBreathingRoom












Simultaneously came the vital work of bringing the new positioning to life for the organization’s most important ambassadors: its employees. These cultural impressions were made with a series of employee events and internal communications.

GW_EmployeeShirts
GW_EmployeeGiftboxes
GW_EmployeeBrochures

“Words can’t express how grateful I am for all the help, guidance and heavy lifting the Riggs team has offered in bringing Goodwill to all. The new brand is everywhere. It’s alive. And it’s everything we hoped it would be.”

Monique McDaniels
VICE PRESIDENT OF COMMUNITY ENGAGEMENT