By Tim Murray
SF Goodwill

San Francisco Goodwill is getting a modern brand look. The fresh face of Goodwill – seen first on our fleet of 60 trucks, at selected donation sites, and in newly opened stores – reflects new innovations in how we’re delivering on our job training mission. We’re constantly rethinking, reinventing, and re-valuing our services and businesses. We now have an innovative-looking brand to match.

Our new imagery shows off great stuff — great stuff that Goodwill has for sale in our stores, and great stuff that Goodwill seeks as donations. The graphic design using over 100 icons represents the wide range of high-quality items Goodwill gratefully accepts as donation. One item is highlighted in the hands of a happy Goodwill shopper who has found the treasure they sought.

Bay Area designer/ illustrator Craig Frazier has generously donated a substantial portion of his time and resources to the project. Introduced to Goodwill by our pro-bono agency partner BBDO West, Frazier was a regular visitor to his local Goodwill donation site in Mill Valley, but hadn’t spent much time in our stores. “I was amazed to discover the quality and breadth of what Goodwill sells,” Frazier said. “It deserved to be marketed like a best-in-class retailer.” Frazier also developed the messages, which all riff off the good in Goodwill and subtly recognize supporters for their part in making our mission a reality. Good work!

Now the Goodwill trucks serve as mobile billboards traveling the highways between the Menlo Park boutique to the south and Novato store to the north and delivering our brand message deep into San Francisco neighborhoods. It will introduce a new audience to the brand, prompting them to say, “I never thought of Goodwill that way.” Once they arrive at our stores and donation drop-off locations, customers and donors will learn more about the mission side of Goodwill and the impact we have on individuals, families, and communities.

The new Goodwill store in Pacifica is the first retail location to take on the new brand look and messaging. Signage ties the simple act of shopping to the huge impact it can have through Goodwill job training and placement services. SF Goodwill donation drop-off locations will also begin to carry the new brand look and messaging. Meanwhile, our website and printed collateral will carry personal stories of people who have uplifted their lives through work, thanks to Goodwill.

Said SF Goodwill CEO Deborah Alvarez-Rodriguez, “Our brand transformation reflects the personal transformation of the people we serve and the communities we work alongside. Our brand message must be as innovative as the program solutions we offer.”

GI Graphics, a business run by Goodwill Industries of Fort Worth, supplied the colorful decals. GI Graphics was not only the lowest bidder on the massive print project.

Since they hire only job-seeking veterans of the Afghanistan and Iraq wars, they support the mission of Goodwill as well.

BBDO West, long a pro-bono partner of SFGoodwill, provided significant resources toward establishing the enterprise-wide brand strategy, out of which this new look emerged. Bay Area artist Brian Moore of 499 Designs played a key role in connecting Goodwill and Frazier.