Back to Case Studies

Goodwill Industries of the Southern Piedmont

Bringing Goodwill’s New Brand Statements to Life

Rolling out a new mission and vision statement with human-inspired design

Goodwill Transit Ad


Turning New Language into a Work of Art

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.

The Challenge

Painting a Full Picture

Goodwill Direct Mail Design
Goodwill Digital Ads

The Strategy

Creative Artwork Debuts New Messaging

Internal Campaign

“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.

External Campaign

“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 Messaging

The Results

Glowing Reviews + Community Support

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.

The equitable piece—it’s great that Goodwill allows us to take classes and do things, career coaching, etc., to help you get back on track or back into functioning in a career or a new career that’s better than you had before. That availability is great asset to all of us.”

— Goodwill Industries of the Southern Piedmont participant


See our Capabilites in action

See our work at work in the world, and learn about the results we’ve achieved working with brand and marketing leaders like you.

Eye our Portfolio

1881 Event Hall Web Design

1881 Event Hall Web Design

1881 Event Hall Responsive Website Design

1881 Event Hall Web Design

1881 Event Hall Web Design

Caldwell Constructors Responsive Website Design

Caldwell Constructors Web Design

Caldwell Constructors Website

© 2024 FUEL Privacy Policy

Stand out in the most crowded of markets

Download our whitepaper to learn more.
Contact / Work With FUEL
Let’s ignite your brand’s full potential. Reach out to learn more using the form below.
All fields are required

Can’t wait to chat!

Courtney Beasley, Executive Director, Marketing and Growth Strategy
Contact / Press Inquiries
Our experts are on tap to talk all things marketing strategy and building a brand that ignites demand. Reach out using this form to contact our team for press inquiries.
All fields are required

Can’t wait to chat!

Meredith Kinsey, President and COO
Contact / General Inquiries
Can’t find what you’re looking for? Use this form to reach out to our team for help.
All fields are required

Can’t wait to chat!

Meredith Kinsey, President and COO