GOODWILL — Rebranding the Most Misunderstood Thrift Store in America
Role: Concept + Copy (Created on Spec)
Goodwill’s reputation with Gen Z has taken a hit. Once synonymous with doing good, it's now often dismissed as the “corporate thrift store.”
This spec campaign deck answers that challenge.
I created four full-funnel campaign concepts—each with its own tone, visual system, and tactical rollout—to help reposition Goodwill as the altruistic force it actually is. From editorial storytelling to TikTok weirdness, this deck brings Goodwill’s mission back into focus.
Role: Concept + Copy (Created on Spec)
Goodwill’s reputation with Gen Z has taken a hit. Once synonymous with doing good, it's now often dismissed as the “corporate thrift store.”
This spec campaign deck answers that challenge.
I created four full-funnel campaign concepts—each with its own tone, visual system, and tactical rollout—to help reposition Goodwill as the altruistic force it actually is. From editorial storytelling to TikTok weirdness, this deck brings Goodwill’s mission back into focus.