Design for Good(will)

A former creative director of the Target retail chain is leading a rebrand of the San Francsico area Goodwill, the US social enterprise organisation which helps people back into work

A former creative director of the Target retail chain is leading a rebrand of the San Francsico area Goodwill, the US social enterprise organisation which helps people back into work

Tim Murray was creative director at the Creative Vision Group at Target, but joined Goodwill in San Francisco in July 2011. “After many years convincing people to consume more stuff, I felt a need to address the environmental impact of my actions as a marketer,” he says of the decision. “By providing a second or third use for stylish stuff, Goodwill is one of the reasons the San Francisco Bay Area is one of America’s greenest and least wasteful regions.”

There are over 165 Goodwill chapters across North America, each operating semi-autonomously and most concentrating on running programmes which help the needy into work. Murray enlisted the help of illustrator and designer Craig Frazier to spruce up the San Francisco area chapter. “Its brand strategy and look had worn thin. It deserved design as iconic as Target’s, and that required strong creative partners,” Murray says. “In a year, we’ve repositioned and started re-skinning the brand from fleet to stores to site.”

“The big “G” logo, with its references to the recycling logo and its suggestion of personal uplift, was first developed around 2003,” Murray says. “I thought it was pretty genius. One of my first decisions upon arriving at Goodwill was to keep it, improve it, and use it big. (I came from Target, home of the bullseye. ‘nuf said.)”

Here’s the current Goodwill SF website

“A logo does not a brand make, so we set out to rebuild everything around it,” Muray says. “We started by establishing a new brand position – See the Good and Grow It – from which we could develop a new brand expression and related advertising.”

Goodwill operates a fleet of lorries which collect unwanted items from householders for resale in its shops. Those lorries used to look like this.

But now feature Frazier’s illustrations


In-store, the somewhat dowdy previous look

has been updated with Frazier’s illustrations and strong use of the logo.



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