Responding to a Goodwill request for volunteers, Gensler turned the opportunity into an occasion to address some of the challenges facing Goodwill’s stores, including inconsistent branding and weak visual merchandising. The resulting Goodwill-Gensler collaboration yielded “Edited by Goodwill,” a pop-up shop presenting a curated version of a typical Goodwill store. Challenging the organization’s merchandising norms, the design team used branded boxes as displays, providing both visual uniformity and whimsy, and reorganized merchandise by color to create an impressive visual palette for the wide range of products. The resulting store broke sale records. Though one-fifth the size of a typical store, the pop-up was twelve-times more profitable.