Goodwill CHALLENGE Goodwill was opening a brand-new ‘concept store’ located in the heart of the University of Washington District in Seattle. The concept store was smaller in comparison to other Goodwill outlets and only the hippest apparel, geared toward a younger generation, was put out on the racks. Goodwill needed to reach out to students by encouraging them to view Goodwill on The Ave as a thrift store ‘boutique’ and an essential resource for finding great style on a Ramen noodle budget. SOLUTION We reintroduced the community to Goodwill by showing students the edgy, creative and youthful side of the store. Targeting new college freshmen with the new tag “Not Your Mom’s Goodwill,” we produced several 3D clothing displays that took visual merchandising to new extremes. All displays wer

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