Goodwill of Central & Northern Arizona

Thrifting is no longer niche. The phrase “I got it at Goodwill” has become a common humble brag amongst thrifters. It was time to stake claim to the ubiquitous phrase and lean into it fully as a brand.

With hundreds of thousands of unique items arriving daily and an ever-widening target market, we worked on updating the messaging of Goodwill of Central and Northern Arizona. It needed to modernize to reflect the updating landscape of their consumer - sustainably minded and smart, seeking unique items for the everyday, not just special occasions. On the Commit Agency team, I worked on concept development and art direction from the inception of the idea through the design, layout, and execution of the campaign on traditional, social, and digital platforms. We worked with amazing video and production crews to bring the campaign to life.

• Video Production - True Story Films

• Agency - Commit Agency

🏆 Silver District ADDY Award Winner (AAF District 12)

☀️ 🏀 Phoenix Suns Partnership

As a partner of the Phoenix Suns NBA team, Goodwill needed sister creative that aligned with the concept while directly connecting to the Suns’ fanbase. It needed to translate in the arena during Suns games as well as on the TV broadcast for fans watching at home. We teamed up with the Phoenix Suns’ mascot, Go the Gorilla, to connect with multigenerational fans throughout the valley.