CLIENT GOODWILL
Location Project
I created a series of location-specific pins and stickers for Ontario Goodwill to use as promotional swag at community events. Each design was inspired by local landmarks and regional character, creating collectible pieces that celebrated the unique identity of each location.
Port Elgin ON
For the opening of Ontario Goodwill’s first Port Elgin store, I developed artwork inspired by the town’s connection to Lake Huron and the Port Elgin Lighthouse. During the concept phase, I discovered that the lighthouse fit naturally within the existing Goodwill logo, allowing me to merge local pride with recognizable brand identity.
The final design integrated the lighthouse into the Goodwill mark and was adapted across pins, stickers, and other giveaway items to help commemorate the new store opening and engage the local community.
This process demonstrates how I use real photography as a reference point, then build on it with brand-driven design choices and artistic flair to create a stronger, more customized final result.
To further expand the visual identity, I explored additional applications of the Port Elgin lighthouse beyond the primary logo. I transformed the landmark into a standalone badge graphic and developed both full-color and monochrome versions to ensure the artwork could be reproduced effectively across a wide range of applications. I also created concepts for apparel, promotional merchandise, and in-store environmental graphics, demonstrating how the artwork could live on t-shirts, giveaway items, and interior wall displays.
These explorations helped showcase the flexibility of the design while creating opportunities for the brand to connect with the local community through both merchandise and the retail experience.
Once the visual approach was established, it became the template for the rest of the city series. I was tasked with creating two designs for each location: one that incorporated regional iconography directly into the Goodwill logo, and another that transformed a recognizable local landmark into a standalone badge design.
Goodwill's Marketing Director and Social Media Manager provided a selection of local landmarks and points of interest for each city. From those options, I researched, concepted, and illustrated the elements that I felt would translate most effectively into a cohesive visual system. Working collaboratively with the team, we refined the concepts and ultimately created graphics for three additional cities.
The resulting series celebrated the unique character of each community while maintaining a consistent visual language across the collection. Each design was developed to work across a variety of applications, including pins, stickers, apparel, social media assets, and in-store displays, helping create a stronger local connection for each Goodwill location.
London, ON
Western University Tower
Kitchener, ON
Bridge Port, Bridge
Kitchener Market Square
Victoria Park
Kitchener October Fest
Burlington, ON
Burlington Waterfront Sculpture Trail
Water Bottle Project
Goodwill Ontario Great Lakes asked me to design a custom water bottle that would be gifted to employees across the region. The goal was to boost morale, strengthen internal culture, and create something useful that staff would be excited to receive.
The design needed to fit a traditional water bottle format while incorporating the tagline “Fuel the Mission.” I explored a range of concepts that connected Goodwill’s mission, community impact, and employee pride. After presenting several directions, the team selected a final design that felt bold, positive, and aligned with the organization’s brand.
Sticker Project
Goodwill Ontario Great Lakes asked me to create a series of stickers to be handed out at promotional events, including Pride festivals, sporting events, and community activations. The prompt was intentionally open-ended, giving me the freedom to explore a wide range of ideas.
I developed a collection of sticker concepts that balanced humor, brand personality, and mission-driven messaging. Some designs leaned into witty sayings and playful references to popular brands, while others focused more on Goodwill’s sustainability efforts, community impact, and employee culture.
The result was a fun, varied set of options that gave the team plenty to choose from — and many of the designs ultimately made the cut.
