Brand Refresh

GoodwillNMI Brand Refresh Project Details

In late 2020, Goodwill Northern Michigan initiated a brand refresh project to develop a comprehensive and consistent set of brand standards. The aim was to help Goodwill Northern Michigan maintain a unique identity within the greater Goodwill International ecosystem while emphasizing its unique mission in Northern Michigan.

Together we developed a brand guide that covered all aspects of the Goodwill Northern Michigan brand, providing a shared language for employees, board members, volunteers, and vendors. The guide not only established visual standards, but also explored the organization’s ethos and operations, community programs, employee policies, and media relations.

By maintaining a consistent brand story, Goodwill Northern Michigan now sends a clear message about who they are and what they do, highlighting their mission to strengthen Northern Michigan. The updated brand guide ensures that all eight of their locations across Northern Michigan maintain a unified and consistent brand identity.