Gina + Will, in Minneapolis' Dinkytown neighborhood, delivers the “find” for thrifters. A cousin of the Goodwill family, items in the store are handpicked with 18 to 20-somethings in mind.

Tilka Design developed the name, brand identity, and concepts for social media and in-store applications. We conducted focus groups—testing name ideas, perceptions of thrift shopping, and early design concepts. The conclusion? Students thrift for the fun of the hunt. 



The name Gina + Will is a subtle nod to the store’s origins. The girl + boy association along with the supporting tagline “Style loves Savvy” provide inspiration for a playful campaign of “pairings”: Black + White, Mix + Match, Fit + Fun, Shop + Share. Sharing and being social are a big part of the store’s marketing—shoppers are encouraged to share their #GWFinds and brand ambassadors are quickly gaining tweets, likes, hearts, followers, favorites, and fans. In-store, warm and whimsical messages describe how purchases at Gina + Will expand Goodwill’s work: to help people get to work.