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PROJECT: Create a toolkit to help local Goodwill offices promote and launch Careers In Retail—a new initiative, in partnership with Walmart, that provides retail workers with training to advance their careers. The materials needed to reach two distinct audiences: retail workers looking to rise up in their careers and the companies that would hire them. 

SOLUTION: To establish the visual tone of the campaign, I put people first. I integrated custom photography of Goodwill workers, and set them against a duotone classroom to highlight the full-color individuals. The look is clean and modern, using unique photographs and color palettes for each audience. I treated the program name in a bold, clear type that’s easily recognizable across pieces. The final products included postcards, posters, brochures, flyers, web ads, and social media graphics.

Shout out to Kristine Baker, freelance writer, who developed the copy and messaging for this campaign.