Goodwill Amity

Goodwill Amity assists individuals in gaining and maintaining employment.
Goodwill’s thrift stores proceeds support their employment and power of work mission.

Our vision is to build vibrant, inclusive, and sustainable communities where everyone has an opportunity for meaningful employment.

Goodwill Amity,


Designing Goodwill Amity’s visual language, aligned with the global Goodwill brand identity; consistent, accessible, and legible communications are needed to build the user interface of their website, their public programs collateral, store signage, transport vehicles, conference materials, and ongoing marketing assets.

Ongoing Ecosystem

A New Visual Language

  • Logo
  • Brand Colours
  • Font selections (accessibility and legibility optimized)
  • Editorial photography style and sourcing

Print Collateral

  • Corporate collateral
    • Stationery
    • Presentation folders
    • Slideshows
    • Letterhead
    • Business cards
  • Departmental collateral
    • Program brochures
    • Program advertising flyers
    • Direct mail campaigns and donation forms
    • Fundraising event signage

A New Website

  • Website accessibility audit
  • Website redesign, from user data to wireframes to WCAG 2.0 compliant web development

Ongoing Communications

  • Monthly e-Newsletter
  • Annual Reports
  • Community Board and Job Board posting and maintenance (online)
  • Social media graphics and videos
  • Event branding

New logo balances the Goodwill global mark (left) with “Goodwill Amity” wordmark (right). This logo now identifies this branch of Goodwill with maximum legibility as well as preservation of the Goodwill identity.

Helvetica Neue and Helvetica Neue Condensed selected for digital and print use.

Goodwill Amity brand swatches detailing foreground and background contrast for accessibility and legibility.

Colour palette developed for the Goodwill Amity website.

Screenshot of the Goodwill home page and marketing banner, circa April 2024
Goodwill’s home page and marketing banner, circa April 2024

Stationery and Public Reports