Regional identity shift
Supported the transition from Seattle Goodwill to Evergreen Goodwill of Northwest Washington while preserving existing brand trust.
Brand System
Evergreen Goodwill Brand Rollout
A regional rebrand and retail brand system for Evergreen Goodwill, built across stores, events, signage, merchandise, community outreach, and internal touchpoints.
- Brand Systems
- Retail / Experiential
- Environmental
- Role
- Creative Services Manager / Brand Lead / Creative Direction / Design
- Client
- Evergreen Goodwill of Northwest Washington
- Year
- 2021
- Deliverables
- Regional rebrand rollout, Logo system, Brand guidelines, Retail signage, Event signage, Internal templates, Branded merchandise, Store and donation messaging, Community outreach materials, Vehicle and environmental applications, Print and production-ready assets
- Tools
- Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Print production, Vendor handoff
Challenge
Seattle Goodwill was becoming Evergreen Goodwill of Northwest Washington, a name and identity shift that needed to reflect a broader regional footprint without losing the trust and recognition built over decades.
The brand had to work for several audiences at once: retail customers, donors, job training participants, employees, community partners, and local supporters. It also needed to scale across 24 stores, five Job Training Centers, and more than 30 donation sites.
Approach
The rollout focused on evolving the existing Goodwill equity rather than replacing it. The identity system kept recognizable brand elements while introducing a more regional voice, clearer hierarchy, and Pacific Northwest-inspired visual cues.
The system was applied across customer-facing, employee-facing, and community-facing materials, including signage, retail touchpoints, branded merchandise, event materials, vehicle graphics, and outreach assets. The goal was to make the brand feel more consistent, useful, and connected to the communities Evergreen Goodwill served.
Brand in the Real World
The updated identity needed to work beyond flat brand guidelines, including large-scale regional outreach and environmental applications.
Retail and Customer Touchpoints
Retail-facing materials carried the updated brand into everyday customer interactions, connecting purchases back to the organization's mission.
Event and Internal Materials
The system extended into event materials, staff resources, signage, and community-facing setups that needed to be clear, recognizable, and easy to reproduce.
Community Outreach
The brand also needed to show up consistently in public-facing community moments, where recognition, clarity, and mission alignment mattered.
What I owned
- Led the creative direction for the Evergreen Goodwill rebrand rollout.
- Helped define the visual system, logo usage, typography, color, and brand application rules.
- Created and directed branded materials for retail, events, internal communications, and community outreach.
- Developed production-ready assets for signage, merchandise, print, and environmental applications.
- Collaborated with internal stakeholders, vendors, and cross-functional teams to keep the rollout consistent.
- Helped train and support staff as the new brand system was introduced.
Why it mattered
The rebrand gave Evergreen Goodwill a clearer regional identity while preserving the recognition and trust of the existing Goodwill brand. The system helped unify stores, job training centers, donation sites, events, and community materials under a more consistent visual and messaging framework.
Outcomes
What the work made possible
Scaled rollout
Helped the updated identity work across stores, donation sites, events, signage, merchandise, vehicles, and internal touchpoints.
Consistency system
Created a clearer visual foundation for retail, community, and employee-facing materials.
Future-ready brand
Helped establish brand rules and applications that could support future marketing, outreach, and production needs.