UX Design
UI Design
Branding
Development
As a cornerstone of regional community support, Goodwill of South Texas focuses on breaking down employment barriers for diverse populations. To better align their digital strategy with their physical impact, Mentor was tasked with redesigning and developing their entire online experience, including their microsite Mission Multipliers.
Goodwill South Texas’ (GWSTX) website had not been updated in years. It was Mentor’s challenge to ensure the website/brand refresh appealed to the local audience, up-leveled the brand in the market, and brought the company into the latest web standards while also updating their CMS.
A major goal for this project was to demystify Goodwill’s impact and the opportunities they offer. Early on, we realized the existing site failed to communicate their programs and outcomes effectively. To fix this, we redesigned the website as a comprehensive resource hub for participants, trainees, job seekers, employees, and shoppers. We structurally overhauled the site to ensure it serves these primary user groups intuitively.
This project required us to be resourceful and rely on what we had learned about Goodwill’s users from previous Goodwill projects. The users goals were similar, but the site structure and business priorities were unique to South Texas. With many Spanish speaking audience members and a unique priority placed on their portal, it was important to consolidate content and recommend universal nomenclature that would make sense to all languages, and be said aloud in offices and reception areas.
Accessibility was key during the wireframing process. Given the unique needs users would have, it was important that we made it especially clear what Goodwill offers, and how to engage with any of their departments.
For this branding refresh, our goal was to evolve the iconic and well-established Goodwill brand—not reinvent it. We brought new energy to the brand by introducing vibrant secondary colors that feel optimistic, and developed graphic elements inspired by the idea of creating a path—reflecting Goodwill’s mission to provide free job training and career support. Layered over imagery of real people, these elements and icons representing the many programs offered.
After working through the visual direction for the brand refresh, it was time to apply our modern take on the site. Inspiration came from clean and approachable designs that inspire connection by way of people. It was highly important that users of the site see a reflection of themselves when visiting.
Working with our development team, we launched the site on WordPress after a final found of internal QA and bug fixes. We re-hosted the site to a stable and maintainable WordPress platform, and continue to work with GWSTX through an ongoing maintenance agreement.
With the site’s launch in late 2025, Goodwill is now able to more effectively engage with their community, track outcomes, share programs, and promote all of the good that they do.
