Goodwill ready to unveil new look for Hub store
Goodwill said it is gearing up to unveil a new look for its flagship store at 1010 Harrison Ave. in Boston, with a ribbon-cutting ceremony set for Thursday.
The new look is part of a rebranding effort that aims to make shopping at the store more convenient while also giving customers more information about Goodwill's charitable mission. That mission is to offer quality, low-cost goods to individuals and families while providing meaningful work opportunities for individuals with disabilities and other barriers to self-sufficiency.
Goodwill said it worked on the store redesign with the national branding firm Corey McPherson Nash. At the Harrison Avenue store, the new look features an updated color scheme and merchandising layout along with new interior departmental signs and posters, Goodwill said. The signs call for personal involvement and action with such messages as “I will donate, “I will help,” or “I will give.”
In a statement, Corey partner and creative director Michael McPherson said: “Based on our research, we learned most shoppers don’t realize the full extent of Goodwill’s mission. Given this, the verbal and visual solution had to be playful yet memorable, and also contain a call for action. And instead of using the more obvious word 'good' in Goodwill’s name, we thought it would be more thoughtful to stress 'will,' which implies personal responsibility and action.”
Goodwill operates 11 stores in Eastern and Central Massachusetts. The flagship Harrison Avenue store is the fifth one to be upgraded, and more stores are scheduled for the new look. Goodwill’s trucks and donation centers will also get the new look.