Goodwill-Easter Seals Minnesota (GESMN) just debuted a new in-store signage package designed to illuminate its mission. The bold new concepts were created by local design and advertising firm, Solve, in an effort to help customers understand that Goodwill is more than a thrift store.

After 100 years of successful service in the Twin Cities and being top-ranked in the world brand index, GESMN still faces a branding challenge. While awareness of Goodwill stores is high, understanding of the mission to eliminate barriers to work and independence is low. GESMN’s 51 retail locations provide funding for services and programs that help connect four people to jobs every day.

“Thrift shoppers are seeking deals and one-of-a-kind items, and donors know they’re doing something good, but not everyone knows they’re supporting a nonprofit that connects people in their community to work,” explains Melissa Becker, GESMN marketing and communications director. “We needed a quick way to show people how their support helps someone land a job in construction, administrative services and more.”

Enter Solve, a Minneapolis-based independent branding and advertising agency that has twice been named Ad Age’s “Small Agency of The Year." Their single-focused approach of solving client challenges with remarkable ideas to drive business results is reflected in the in-store experience at Goodwill’s new Woodbury store.

Solve took on freshening the point-of-sale system, including entrance/exit and donation bay signs, shopping carts, fitting room signage and a range of in-store design elements. The bold colors and mission-focused messaging immediately demonstrate to customers and donors how they’re helping people experience the power of work.

“When clients like Goodwill approach us with challenges, we create a roadmap to guide brand positioning and strategy, offering a suite of inventive ideas to meet their needs,” says Solve CEO John Colasanti. “Goodwill is a household name, but our goal was to create an immediate association between the well-known brand and an understanding of what it really means.”

Using a vibrant color palette and energetic lifestyle approach consistent with Goodwill’s existing brand guidelines, the new in-store experience illuminates GESMN’s work in connecting people to jobs. The messaging centers around how an item donated or purchased helps someone in the community start a career.

The Woodbury Goodwill store is now open to the public at 9885 Hudson Pl.