Corey McPherson Nash Gives Goodwill a 'Brand' New Look

Branding redesign extends Goodwill's mission/raises awareness

Mar 15, 2011, 14:26 ET from Corey McPherson Nash

WATERTOWN, Mass., March 15, 2011 /PRNewswire/ -- Corey McPherson Nash (Corey), a leading national branding and design agency based in Watertown, Massachusetts, recently completed a branding and messaging redesign for Morgan Memorial Goodwill Industries, extending the Goodwill brand and image to clarify Goodwill's mission.

Since its founding, part of Corey's mission has been to invest in good work by offering pro bono project work. The Goodwill project was a natural fit, providing Corey with the opportunity to expand its non-profit and retail portfolio. Goodwill's new branding showcases the wider mission of Goodwill, which is to offer job training to those in need. Through the dignity of work, Goodwill provides programs to those in need of job assistance, training and support.

Corey collaborated with Goodwill to expand upon its mission of "will" by extending the brand both visually and verbally, playing upon a theme of "I will." The branding and signs call confidently for personal involvement and action, such as "I will donate, "I will help," or "I will give."

"We are extremely happy with the 'will' branding that Corey incorporated into our new branding and redesign – it perfectly suits our mission and further extends our intent to empower individuals to embrace their own will to work and support themselves," said Joanne K. Hilferty, president and CEO of Morgan Memorial Goodwill Industries.

The new branding will be on display starting Thursday, March 17 at the reopening of the Goodwill flagship store on Harrison Avenue in Boston, featuring new interior departmental signs, posters and price toppers. The official ribbon cutting will take place at 10am. There will be a staged rollout of the new branding in the other Goodwill stores in the coming months. The public is invited to the grand reopening and can find further details here:

About Corey McPherson Nash

Corey McPherson Nash (Corey), a national branding and design agency, helps our clients connect better with their audiences through brand, print, interactive and social media communications. Founded more than 26 years ago, Corey is widely recognized for its thoughtful design and strategic insights.

Visit Corey online at:

Our Blog




About Morgan Memorial Goodwill Industries

For more than a century, Goodwill has provided job training programs and partnered with the business community to provide meaningful work opportunities for individuals with disabilities and other barriers to self-sufficiency. In addition, Goodwill operates Boston Career Link, a one-stop career center, which offers universal access to a broad range of services for job seekers, individuals who are looking to advance or change careers, and employers seeking good job candidates. Goodwill also offers programs that foster academic achievement and career aspirations among urban youth. The Goodwill Stores in eastern and central Massachusetts provide jobs and on-the-job training opportunities, offer quality, low-cost goods to individuals and families looking for value and support other programs and services fulfilling Goodwill's charitable mission.

SOURCE Corey McPherson Nash