Goodwill of Central & Southern Indiana has spent nearly a century helping people build brighter futures. As the organization expanded through strategic mergers with Goodwill of Central Illinois and Goodwill de Puerto Rico, it established Goodwill Legacy Group—a new parent organization created to align resources, strengthen collaboration, and increase impact across all three regions.
There was just one problem: a brand-new organization with no web presence is a little like a grand opening with no sign on the door. Donors, partners, community members, and employees had no central place to understand what Goodwill Legacy Group was, why it existed, or how it related to the organizations they already knew. Williams Randall partnered with the team to create a digital front door that answered those questions with clarity and confidence.
Understanding The Challenge
We started where we always do: listening. Working closely with the Goodwill Legacy Group team, we developed a deep understanding of the new organizational structure, how it related to each regional Goodwill, and the questions stakeholders and the public would naturally have after the announcement. Because Goodwill Legacy Group is a network organization — not a direct service provider — it was important to design a page that explained the purpose of the new structure while keeping the focus on the local programs and services delivered throughout Indiana, Illinois, and Puerto Rico.
Building the Solution
With that foundation, we developed a content strategy and information architecture that moved visitors logically through the story: who Goodwill Legacy Group is, the network’s measurable community impact, the communities it serves, and the leadership team behind it. Rather than overwhelming visitors with statistics, we organized the organization's impact into four clear pillars, each anchored by a meaningful metric that quickly demonstrated the scale of Goodwill Legacy Group's work. An interactive map and expandable service listings for each region let visitors explore the programs most relevant to them without overwhelming the top-level experience. We also incorporated an FAQ section to proactively address the questions most likely to arise when a well-known organization announces a structural change.
Visually, the page was designed to feel consistent with the established Goodwill brand while establishing a distinct identity for the Legacy Group. The design uses clean hierarchy, bold impact numbers, and photography that reflects real community programs to convey both the credibility and the warmth of the organization.
The Results
Launching a new organizational brand is a different kind of challenge than a typical marketing campaign — the audience isn't being sold something new; they're being helped to understand a change. The landing page gave Goodwill Legacy Group a credible, navigable digital home from day one, providing a clear explanation of the new structure, proof of impact, and easy pathways to each regional organization's full site.
Within the first month, more than 1,600 people visited the site, with nearly one in four actively engaging with its content—evidence that visitors weren't simply landing on the page, but taking time to understand the new organization and explore its impact.
More importantly, Goodwill Legacy Group launched with something every new organization needs: a clear, credible place to tell its story, explain its purpose, and connect visitors to the regional organizations carrying that mission forward every day.
