Goodwill of Central Indiana
Goodwill® is a 501(c)(3) nonprofit with a reach across the United States, that strives to enhance the dignity and quality of life of individuals and families by helping people reach their full potential through education, skills training and the power of work.
In an attempt to redefine their brand from a second-hand store, to a retailer with an option for everyone, Goodwill wanted to reach a broader audience. Through striking photography, Goodwill wanted to challenge their customers to up-cycle its product offering to express personal style and current fashion trends.
Reach a broader audience
Create striking photography to showcase Goodwill’s fashionable product offering
Highlight Goodwill as a retailer for everyone
In order to showcase Goodwill’s™ fashionable product offering through striking visuals, we collaborated with local designers and artists whom we challenged to up-cycle garments found at Goodwill. We documented the creative journey of these designers and artists on social media to expose the project, the Goodwill brand and the designers to the broader market. We then took to the streets of downtown Indianapolis where we photographed the up-cycled garments on fashion models which were eventually featured as an editorial story in Vol. 14. By doing the photo shoots on the busy street we garnered attention from the public who asked about the project while witnessing the diverse product offering of Goodwill and the creativity of local design talent.
One of the many way we show off our clients is through social media posting— in this case, behind-the-scenes videos & images of the shoot! Through this method, people become aware of what’s coming and will build excitement for the final product!