How to Diminish the Secondhand Shopping Stigma


Through research, I found that more young people that shop at Goodwill prefer physical materials. I created a ‘spritbook’ or look book that could be published by the blogger every season. The spiritbook acts as inspiration for putting pieces together, because shopping at Goodwill can be daunting and overwhelming. It can be hard to see the potential in pieces, or put together outfits. This season’s theme is denim and sweaters, because those are two items that can easily be found at Goodwills.

I took my own photography, using my friends and sister as models. The locations are mostly parking garages and industrial sites. I wanted to contrast the soft denim sweater look with rough textures. Overall I wanted to romanticize the ‘degenerate youth’ sub-culture. If people don’t think Goodwill shopping is cool, they will after looking through this spiritbook.


Goodwill does not have their own fashion blog, so I found an independently run blog with the biggest following to revamp.

My design is heavily image based, since it is a fashion blog, and the users most likely come to see instead of read. Each blog post opens to display the pictures by default. If the user does decide they want to read, they can pull over the text and scroll.

There’s also an option to upload your finds to be featured in a blog post, creating engagement with the users and blogger.

User Experience Map

1 Attraction

User comes across ad on social media, sees cool photography and is interested. User clicks link to blog.

2 Entry

User signs up for the mail listing and is excited to receive their spiritbook!

3 Engagement

User receives spiritbook in mail and flips through it looking for outfit ideas.

4 Conversion

User goes to a Goodwill to shop and likes the higher end feel of the tags.

4 Conversion

User sees the posters pulled from the current spiritbook photoshoot hanging around the store and is inspired.

5 Extension

User is satisfied with their shopping experience and their new wardrobe and becomes a regular visitor of the blog.


  • Discovery
  • Planning
  • Prototyping
Almost eight out of ten millennials say “Physical cards/letters make them feel more connected to people than digital notes.”
A survey by Ypulse found that 55% of millennials claim they don’t follow trends and that they make their own personal style.
33% of millennials rely mostly on blogs before they make a purchase.

Whether it’s in person or on blogs and sites such as Facebook and Twitter, moms are big on communicating with other moms—not just about parenthood but about politics, literature, health, etc.

Money has always been a source of stress for families, and the current economic climate has only heightened that stress. So it comes as no surprise that today’s mom is trying to manage that stress by playing the price and value game.

The National Association of Resale and Thrift Shops (NARTS) reports that resale businesses, which include both thrift shops and consignments stores, represent one of the fastest-growing segments of the retail industry.

The do-it-yourself movement really took off during the recession and has grabbed  hold of millions of people across the country, particularly younger folks.

Staff at St. Vincent de Paul often hear that “treasure hunting” is one of our customers’ favorite parts of the thrift store experience, and more people are getting in on the fun.


“At thrift stores, you’re more likely to get things that really speak to you, as opposed to wearing what everyone else has on.”

Sam is the everyday college-aged student who values self-expression and eco-friendly practices.

“I feel a sense of accomplishment when I see how far I can make my money go.”

Danielle is a single mom who’s priorities revolve around creating a better life for her children.


The concept was inspired by images that had some sort of hand-drawn element. This represents the DIY ‘make-it-your-own’ theme of the design strategy, emphasizing the breaking free of confines, not conforming to trends, and celebrating individualism.  To create a human feel and play off the personalized aspect of the concept, I used my own. Quotes relating to fashion, originality and identity help reinforce the values of Goodwill Fashionista.

Brand Strategy
Logo Development

I was going for the overlap of the letters representing different parts of your identity. But, I got feedback that it looked like a uterus.

I liked the hand lettered feel, but it was too long and I had a hard time translating it across different media.

This was simplified but too upscale/cold.

This is where I introduced the my own hand lettered ‘gw’ and paired it with a friendly serif. It’s close but a little too editorial looking with the box.

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