Goodwill rebrands to send consistent message to supporters, shoppers

REGION

A large Harrisburg-based nonprofit has launched a majorrebranding campaign to create greater awareness of its mission and activities.

Goodwill Keystone Area started rolling out its new Io ok a few months ago.

A major part of the rebranding involves revamping the organization's 34 retail outlets. The organization held a grand re-opening in late March for its Lebanon store. Key features of the store include updated signs, wider aisles and a donation center in a more visible location at the front of the store.

"You get more a feel of a T.J. Maxx or a Marshalls," said Jennifer Ross, Goodwill's senior director of marketing and public …