Challenge
Goodwill Central Texas needed a way to take its mission beyond its store locations and into the communities that needed it most. BETTY, Bringing Education and Technology to You, is GCT's mobile mission unit, a fully equipped van that travels to outlying counties and underserved areas to distribute connected devices, assist with job applications, and provide digital literacy support. The design challenge was to create a vehicle wrap that clearly communicated that purpose while feeling fresh, visually compelling, and true to the Goodwill brand.
Solution
My team led the wrap design from concept through final production, developing multiple directions to help stakeholders clarify their vision before committing to a final design. The first round of concepts served a dual purpose: presenting viable creative options while also guiding the client team's thinking about scope, imagery, and messaging. It was through that collaborative process that the van was officially named BETTY, the acronym emerging organically as the project took shape.
The final design balances brand recognition with mission clarity, making it immediately legible on the road while communicating the community purpose behind it.
Mission Impact
Since hitting the road in 2024, BETTY has visited 12 locations across Central Texas, bringing digital equity resources such as connected devices, job application support, and digital literacy programming directly to outlying and underserved communities.
