Goodwill Industries of the Southern Piedmont
Rolling out a new mission and vision statement with human-inspired design
After empowering Goodwill of the Southern Piedmont with bold, new brand positioning statements, it was time to get the message out to the community it serves. And we knew one thing for sure: the language and design needed to be as human-inspired and visionary as Goodwill’s new mission and vision.
At the core of the campaign, we wanted to use the new language to describe what Goodwill does and how it presents itself to the community. With the bold direction of the Visionary archetype, we aimed to position the updated mission, vision, and values to reflect equity and possibility, painting a brighter future for all.
Like Goodwill’s purpose statement, the brand positioning statements and campaign design were inspired by people and focused on community. Using hand-crafted lettering mixed with photography, vibrant colors, and grassroots-style elements, FUEL created unique pieces of artwork to share Goodwill’s new message and direction toward a brighter future. The brand activation campaign was executed to internal and external audiences.
“The future is bright.”
The first rollout of the new brand positioning was internal and was officially presented at the Goodwill RISES Rally, a virtual event for the Goodwill team of 950 employees. FUEL created internal ads and a company-wide email campaign with messages of hope, opportunity, and community to build excitement leading up to the event. During and after the event, Goodwill passed out customized swag pieces featuring messages of the new purpose, mission, and vision statements to its team members.
“Imagine the good we can do, together.”
Once shared internally, we focused on spreading the new message to the rest of the Southern Piedmont area. The external rollout began with Good Morning, Opportunity, a virtual event for donors and supporters hosted by Goodwill and featuring talking points and hype videos written by FUEL. For the general public, we created eye-catching transit and digital ads with the same hand-crafted style artwork and hopeful messaging captured by Goodwill’s new positioning statements. We also distributed press releases and assisted with content creation for media outlets to drive awareness through editorials.
Goodwill introduced its new vision and mission statement to its donors and supporters at The Good Morning, Opportunity event, where it received more donations than in the previous year. The new vision, mission, and positioning statements also received high praises from a focus group consisting of Goodwill team members, board members, and Goodwill Opportunity Campus participants.
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