Goodwill Industries

Goodwill Industries of Southern NJ & Philadelphia approached Neff Associates to help improve their regional brand position and messaging. As part of an organization with one of the most recognized brand icons throughout the world, the regional Goodwill chapters needed to refresh their collective identity and capitalize on that existing asset.

Our team worked with Goodwill to execute an extensive revision of the brand, and build a cohesive identity to match the parent organization. Neff also executed an integrated marketing and advertising campaign to coincide with the launch.


Responsive Website

Neff extended the Goodwill update to a new design and launch of a fully responsive website. The layout is suitable for all mobile devices, and functions as an online continuation of the brand mission. Our process took a multi-level approach to define and then refine a visual system that fit synonymously with the brand’s standards.

Jobs Created Via Goodwill Donations since 2013

Integrated Campaign

Our approach to the advertising involved a comprehensive, integrated campaign. As part of the branding effort, our team established the “Goodwill Proud” message, along with additional creative to highlight the extensive inventory found throughout all locations.

Our approach utilized advertising outlets such as out-of-home, print, online, in-store graphics and Pandora radio.