Challenge

Ohio Valley Goodwill Industries (OVGI) needed a clearer way to communicate the full scope of their mission. The Ask: Modernize their visual identity and reintroduce a 120-year-old brand to the community, aligned to their 2030 mission.

Their 2030 vision is to:

• Serve more people through innovative program expansion.

• Ensure financial stability by diversifying revenue streams.

• Invest in our people, strengthening wellness, engagement, and leadership.

• Modernize infrastructure and processes to elevate every experience we deliver.

Solution

Over 8+ months, I provided fractional creative leadership to reorganize their brand architecture, build a refreshed brand identity, and launch a campaign that made their purpose easier to see, feel, and share. All three work together to create layers of communication that both allow for unified brand presence with unique intiative differences to allow for variety and design exploration with in the system.

Results

• 20+ deliverables across strategy, storytelling and design to help them launch successfully.

• Clear internal alignment + stronger cross-team collaboration.

• Agency partners delivered stronger, more aligned work.

• Higher engagement across social, email and web.

• OVGI Board and International Goodwill Recognition for a clearer more inspiring brand.