"Come Hungry, Leave Fulfilled"
Defining a brand with personality and purpose.
Goodwill Industries of Middle Georgia, an organization that strives to enhance the dignity and quality of life of individuals and families by helping people reach their full potential through education and the power of work, has a unique approach to fulfilling this mission.
Goodwill operates both Helms College, a post-secondary career school offering experiential hospitality learning programs, as well as Edgar's Hospitality Group, which encompasses the restaurants Edgar’s Grill and Edgar’s Bistro, the private Pinnacle Club, two conference venues, catering services, and its latest dining concept, Edgar’s Above Broad. Goodwill Industries of Middle Georgia provides unrivaled hospitality training and career opportunities to underserved populations in the Augusta and surrounding area.
Phase 3 was thrilled to be chosen as a creative partner to introduce Edgar’s Above Broad with a fresh, bold brand - communicating both personality and purpose. Phase 3’s creative team developed a powerful brand story and envisioned a youthful identity and expression. The result is a bold, clever and memorable lifestyle brand that that strikes the right balance of an enticing food and beverage concept, with an underlying cause that gives back to the local community.
In anticipation of a soft opening for the new restaurant, Edgar's also tapped into Phase 3’s print and installation capabilities to bring the brand to life in the physical space with an environmental graphic that served as directional signage while showcasing the playful new brand.
With a tight turnaround, Phase 3 quickly jumped into action to conceptualize, revise, print, ship and install in time for the event. The space included multiple surface materials (metal and concrete), as well as columns and railings that had to be accommodated by the design.
Our team had so much fun working with the Goodwill Industries of Middle Georgia and Edgar's Hospitality Group team on this project, and we love the opportunity to contribute to such an important cause. Our team is excited to continue this meaningful work on a brand system, identity architecture and collateral suite for the entire group, a Public Relations strategy for the grand opening of the Edgar's Above Broad concept, and a social media strategy for each concept under the umbrella. Stay tuned - big things are coming to Middle Georgia thanks to this incredible organization!
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