Brand Me

Organization Name:
Sandusky Bay Area Goodwill
City & State:
Describe your creative piece – what is it and what has it been used for, and why is it innovative?
These banners helped to improve our stores atmosphere. They are large banners and trace the borders of our new fixturing. We really wanted to present an "Old Navy" type atmosphere, which is hard when you are dealing with a Goodwill store. In order to achieve these large format documents we needed a powerful platform, such as Photoshop CS4, to combine with our Large Format printer to create quality art at substantial savings compared to outsourcing. Since adding CS4 to the platform we have began to build a dreamweaver website that will compliment the stores, use In-Design for newsletters and gift certificates with security features and of course using Illustrator and Photoshop to add the zest. It has been a great tool so far and I have not even began to tap it's potential.
What issue or problem were you working to address with this piece?
Goodwill's in general have a reputation as being kind of a dirty place to shoppe, not well organized and not having a great product selection, we wanted to change that. SBA Goodwill is the nations 2nd smallest Goodwill, but we consistently are in the top 5 for donations per capita and we get a lot of very nice items. We take pride in our stores and wanted to give the customer a more pleasurable shopping experience. We know our merchandise is good and we like to keep our stores clean and well lit, but we needed more. New fixturing and the branding art that accompanied them has really brightened our stores and we recieved compliments almost immediatly.
How has your submission successfully impacted your organization’s ability to solve this issue/problem?
In addition to the numerous positive critiques by shoppers, we have also had the best year in retail in our orginizations 30+ year history. It cannot be said that the new merchandising of the stores were 100% of this dramatic increase, but the increase in sales was dramatic and our consensus is that this had a large part to do with it. Of course a down turn in the economy normally helps thrift stores, another goal of this project was to keep those new customers as shoppers and donors as the economy turns around.
Creative Submission - Files