A new Goodwill of the Heartland facility will open Friday at 445 Highway 6 E. in Iowa City.

The new 29,000-square-foot facility is the first under the new branding campaign “Look What I found.”

The new campaign’s goal is to educate shoppers about the Goodwill mission to help others overcome barriers of independence.

The store is also hoping to eventually collaborate with shopgoodwill.com.

— by Alison Keim