Challenge
Goodwill isn't necessarily the first brand people think of when they think style. We wanted to reposition secondhand shopping as a desirable first choice rather than a cheap last resort. We also needed content that could work across channels without a large production budget or an agency behind it.
Solution
I built a seasonal lookbook program from the ground up, creating an editorial voice for the brand that hadn't fully existed before. Each issue was concepted and produced in-house: developing the creative direction, sourcing and directing local talent, shooting on location across Austin, TX, and producing final assets across editorial, video, and social formats. Over multiple seasons, the program became a genuine brand platform and one that shifted how customers and community members talk about thrifted style.
Impact
- Spring 2025 Lookbook reached 15.7K views on Instagram - more than five times our typical post performance.
- Engagement has grown from 57 interactions on the Fall 2023 Lookbook to 219 by Spring 2025, with an average engagement rate of ~7.9% across the series.
Beyond the numbers, the program has sparked influencer collaborations, reinforced Goodwill Central Texas's identity as a creative, sustainability-minded brand, and built a growing library of original photography and content for use across future campaigns.
Brand Positioning
Art Direction
Retail Fashion
Photography
Copy Writing
Editorial
