Horizon Goodwill Industries

Horizon Goodwill Industries is a staple throughout Virginia, Maryland, Pennsylvania and West Virginia.

Origin was brought in to refresh the brand identity and reinvent the customer experience by creating a new atmosphere for their flagship store in LaVale, MD. The refresh needed to be memorable, friendly but still familiar, while upholding national brand standards.

Flagship store: LaVale Goodwill

SCOPE
Brand Identity
Stationery
Signage/Environment
Custom Illustration
Mural

Breaking Down the Previous Brand

The first thing we did was identify the current roadblocks HGI was facing. Based off feedback with community members and a survey for the internal staff, we concluded that the previous brand identity:

-Felt too static
-Did not represent the individual company of Horizon
-Was not catchy, engaging or memorable
-Lacked versatility
-Did not educate the audience on mission

What HGI is:

-Ethical
-Community Driven
-Proactive
-Compassionate
-Inclusive
-Hopeful

Branding for Good

We injected new life and personality into the brand identity with a vivacious color palette, bold typography and charismatic imagery. We reinvented the primary mark using a chunky, approachable typeface, and incorporated an abstract horizon in the “O,” to make this mark unique to Horizon Goodwill. We restructured the hierarchy so that “Good” was a focal point in all of the logo variations, and provided an extensive set of brand marks for the company to use in all anticipated situations.

Sunny Side Up

Have you ever wondered what the rest of the well-known Goodwill “face” looked like? We played outside the lines to create a new Sunny character, which is used exclusively by Horizon Goodwill. The new brand direction is all about embracing positive change and making the community a brighter place. We couldn’t think of a better character to represent their mission.

Killing the Stigma of Secondhand

The best way to kill a stigma is to reshape the perspective surrounding it. Thrift culture is alive and thriving. By being creative and intentional with imagery and language, we brought a whole new energy to the retail space. Future-focused and fashion-forward, we created an exciting interior with wall-to-wall color, styled seasonal mannequins in the latest trends, giving the items a story. We brought awareness to Goodwill’s mission statements and new logo through three-dimensional hanging signage and shared their core values through a feature check-out wall wrapped in vinyl. We also encouraged people to try-on clothes with a fully illustrated mural on the Dressing Room area.

A Ribbon-Cutting that Drives Results

The ribbon-cutting welcomed the community to the flagship store in a COVID-safe environment. To ensure safe social distancing, customers reserved shopping time slots to explore newly-donated items at a first come, first serve basis. Sanitary stations were set around the store, with masks required for entry. A free raffle included prizes for a flat screen TV and Goodwill gift certificates. The entire rebrand, ribbon-cutting and campaign lead to a +16% increase for the store, despite being in the midst of the pandemic.