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Goodwill
Store Design

Experiential Design

Challenge

Goodwill Central Texas had an ambitious goal: two new stores and eight remodels per year. But the existing store environment wasn't built to scale. Light gray walls showed dirt within a few years, wayfinding was nonexistent, and the in-store messaging positioned Goodwill as a discount retailer rather than a community destination. The spaces weren't giving customers a reason to stay or come back.

Solution

I led a full redesign of the retail environment, building a scalable design system that could roll out consistently across a high volume of locations. The new direction replaced muted interiors with bold saturated color, modern typography, monoline iconography, and a custom pattern system that adds cohesion across even the largest floor plans. Every element was designed to evolve with the brand. We got rid of the outdated statistics, static imagery, and graphics that would feel stale in five years. The result is a space that reimagines the Goodwill experience from dingy to bright and energized.

Redesign Impact

The redesign of the store environment and grand-opening experiences contributed to a 77% increase in opening-weekend sales
The remodeled stores are the top performing stores year to date since each remodel took place

Art Direction Brand Experience Print Production Vendor Management

Creative Team

Diana Rose Smith | Creative Director

Abigail Toon | Sr. Graphic Designer

Caleb Stafford | Jr. Graphic Designer

Before

After