Goodwill of Northern New England floor graphic and window graphic


Goodwill Industries International is a non-profit organization focused on improving quality of life through job training, job placement, and other community-based programs for people whose resources are depleted. Thirty-one years after the first Goodwill was founded in Boston, Massachusetts, Goodwill Northern New England (NNE) was established in Portland, Maine in 1933.

Currently, Goodwill NNE services nearly 50,000 square miles across Maine, New Hampshire, and Vermont. They offer retail stores, health care, and cleaning services which help fund the employment programs that provide stable work to empower various individuals. To keep up with demand, Goodwill NNE determined they would open a store in Salem, NH as their next location.


Prior to the Salem, NH project, AMI Graphics and Goodwill NNE worked together to rejuvenate existing signage at their Concord, NH location. Because AMI successfully updated the Goodwill in Concord, they were called on to assist with the brand-new Salem, NH location.

Members of the AMI Graphics team began by visiting the Salem location during construction to take measurements. Once the measurements were confirmed and Goodwill NNE provided the necessary logo graphics and brand standards, AMI began the work. AMI’s task was to turn Goodwill NNE’s vision into a reality by creating a cohesive look and feel throughout the Salem store that was also consistent with the existing Goodwill stores.

AMI procured permits from the necessary authorities to carry out the work and began setting up files and producing the materials that were necessary to match Goodwill’s vision, while taking into account the proper signage materials for each surface. Wall decals featuring the Goodwill logo and colors gave the interior a crisp, clean appearance. To designate the various departments within the store, retail signage was hung from the ceiling, complementing the wall graphics and making the store easier to navigate.  A combination of window graphics and door wraps were used to extend the store motif and direct customers on the outside of the building to the main entrance. On the exterior of the building, dimensional lettering and backlit signs made the Salem Goodwill noticeable day or night. After producing the materials, installers from AMI Graphics installed the new retail signage with precision, matching the look of the Concord location.

Goodwill Northern New England dimensional signage
Goodwill Northern New England window graphics
Goodwill Northern New England interior signage


Upon completion of the Salem, NH Goodwill, AMI Graphics was successful in matching the desired look for Goodwill NNE. The use of acrylic lettering and backlit signage on the exterior bolstered Goodwill’s presence, while the interior retail signage created a clean, organized atmosphere. AMI’s ability to replicate the existing branding in a timely manner helped towards a successful, on-time grand opening of the Salem Goodwill. AMI continues to produce signage for thirty of the Goodwill NNE stores located across Vermont, New Hampshire, and Maine.