The Goodwill Excel Center offers an Indiana Core 40 diploma—not a GED—empowering adults to complete their high school education. Beyond that, the center provides college credits and certifications, helping students take the next step toward their career goals. Tuition-free, with support services like childcare, transportation assistance, and flexible class schedules, the Excel Center is designed to accommodate adults balancing education with real-world responsibilities.
The Excel Center of West Central Indiana opened in 2024 with an initial enrollment target for fall classes. Our primary audience included adults aged 20-30, single mothers, and older individuals looking to finish their education. Key concerns we addressed in our messaging included the cost of tuition, the challenges of managing life’s responsibilities, and fears of failure.
I led the design and production of the new website, print collateral, and social media assets for both organic and paid campaigns. We adhered closely to Goodwill Industries International's brand guidelines for all deliverables. The website was designed to inspire, showcasing real students and graduates through aspirational imagery and positive, reassuring copy that spoke to potential students’ concerns. The enrollment page was crafted to create an emotional connection, guiding visitors toward contacting a life coach to answer questions and begin the application process.
On a personal note, this project was one of my most rewarding in recent years, as the mission of the Excel Center — to empower individuals and change lives — deeply resonated with me.
