Goodwill Industries of Middle Tennessee was incorporated in 1957 and has grown from a single store in downtown Nashville to 31 retail stores and three outlets across a territory covering 48 counties. Goodwill supports the region by providing assistance to thousands struggling with disabilities and other barriers to employment. Their success is hinged on the generosity of its donors and shoppers, which has remained strong for over 60 years.

Goodwill of Middle Tennessee operates with a fully integrated, eight member marketing team that includes creative, graphic, video, social, and web roles, as well as their own sign shop. The team is responsible for providing its retail stores with local branding services, which includes assets like in-store announcements, point-of-sale material, social media support, and advertising.