The Miller Group (TMG)

Goodwill, the king of thrift, is arguably the world’s most sustainable brand, with an armada of 80+ stores in SoCal alone. Nearly 60% of its annual revenue comes in during the Halloween season when folks are looking for one-of-a-kind costumers and competition from Halloween mega stores is fierce. We made Goodwill synonymous with Halloween through a multi-channel campaign including video, social, out of home, digital, PR and activations. Young people flocked to the stores for their costumes and sales skyrocketed 38%. Many of these shoppers turned into loyal customers, brand ambassadors and influencers.

Grand Park was approaching its 10th anniversary. Nestled next to the Music Center and often eclipsed by LA’s sprawling Griffith Park (4,210 acres), this 12-acre downtown gem wanted a brand refresh that could boost visibility, energize visitors, and cement its place as a cultural destination. We went straight to the source: the visitors. Intercept research gave us unfiltered insights that became the springboard for change. Based on those findings, we built a refreshed identity - new brand icons, a bold logo (plus a 10th anniversary edition), and the park’s first style guide. And when the park was renamed Gloria Molina Grand Park, we didn’t just update the look—we reimagined it again, keeping the brand as vibrant and dynamic as the park itself.

Pet doors are a low-interest, crowded category with little differentiation. Johnson’s outdated packaging, lack of branding, advertising, and consumer engagement left sales stagnant for years. We flipped the focus from door to dog. By refreshing packaging, tying the brand to a charitable cause, launching inventive retailer SPIFFs, running targeted ads, and staging guerrilla stunts at one of the industry’s biggest trade shows, we broke through the clutter. The result? A 22% lift in annual sales for this challenger brand.

For more than 100 years, The Salvation Army (TSA) has been restoring people, clothing and home furnishings. While TSA enjoys strong name recognition, its Adult Rehabilitation Centers (ARC) suffer from low awareness. Yet ARC delivers one of the highest success rates in the nation for its six-month residential recovery program free to anyone who needs help overcoming substance abuse. We tapped into a simple, universal truth: everyone deserves a second chance. This message resonated deeply with donors and inspired staff and volunteers alike. Out of it came Second Chances, a multi-channel campaign spanning video, social, PR, regional activations and an online fundraiser with shopthesalvationarmy.com resulting in greater awareness, renewed energy and a lift in donations.