Goodwill: Good William Sticker Series

Branding · Campaign Systems · Retail Experience · Culture Design · Digital + Social

Goodwill has plenty of agencies supporting the big-picture branding work.
My role wasn’t to redefine the organization — it was to make space for something more human, more fun, and more connected inside the day-to-day culture.

What started as a small, playful design project ended up becoming a recognizable part of how Goodwill teams celebrate, communicate, and show pride throughout the year.

I didn’t overhaul the mission.
I helped bring the people behind it a little closer together.

The Challenge

Goodwill needed creative that felt:

  • Fun and approachable

  • Easy for teams to use

  • Expressive across seasons and moments

  • Energizing internally and visually cohesive externally

Nothing heavy.
Nothing overthought.
Just simple, meaningful design that employees actually wanted to interact with.

The Spark: Good William

It began as one character.
A little illustrated version of the Goodwill logo with arms, legs, and way too much charm.

Then the team asked:
“What if he showed up for holidays?”
“What if he had outfits?”
“What if we made stickers?”
“What if we did more stickers?”

That’s when the idea shifted from “cute graphic” to “culture builder.”

The Sticker Series (AKA The Cultural Movement)

I turned Good William into a year-round, ever-changing cast of collectible characters — each one celebrating a moment the Goodwill team cares about:

  • Holiday Good William

  • Earth Day Good William

  • Easter Good William

  • Halloween Good William

  • Chef Good William

  • Community + Seasonal Good Williams

Employees traded them, stuck them on badges, laptops, carts, tumblers, lockers — basically anywhere a sticker could stick.

It created pride.
It created smiles.
It created connection.

And it did something design rarely gets to do at scale:
it made people feel like they belonged.

My Role

  • Designed the Good William character system from scratch

  • Illustrated all seasonal and special-edition versions

  • Created print-ready sticker sets for distribution across all stores and departments

  • Built supporting seasonal graphics for events, holidays, and internal culture moments

  • Helped the Goodwill team adopt these assets year-round in authentic, team-driven ways

This was small design with big impact — the good kind.

Impact (Real Results, Human Scale)

  • Stickers became an internal tradition, not just a one-off deliverable

  • Teams started requesting new versions, which shaped an ongoing series

  • The campaign strengthened employee connection and morale

  • Good William evolved into a recognizable culture icon inside the organization

  • The creative became part of how Goodwill celebrates holidays, milestones, and the people behind the mission

It wasn’t a brand overhaul.
It was a culture movement — built one sticker at a time.