About
Goodthing is a small, senior studio building brands for purpose-led organisations, colleges, councils, charities and founders with something worth moving people toward. We build the whole system, from strategy and identity to words and website, so the people you're trying to reach actually act.
Why we exist
Most brands get admired. We build the ones that get adopted.
In every sector there are organisations doing genuinely good work that no one acts on, because the brand looks the part but never gets used. Our job is to close that gap: to make a brand clear enough, owned enough and findable enough that people move. Not a logo everyone signs off and quietly forgets, but a system your own team runs with confidence long after we've gone. We measure the work on one thing: whether it earns its place, and gets used.
What we do
A clear distillation of what makes you, you, who you are, what you do, why you care, where you're going and, crucially, why people should believe in you. We work together to define your positioning, proposition, values and behaviours: the foundation of your visual and verbal brand.
The look and feel of your brand. Once we have a clear sense of who you are, what you stand for and where you're going, we explore your visual brand in detail, from colour palettes and typography to infographics and photography, presenting a range of possibilities that meet your brief.
Your verbal brand should work just as hard as your visual. Alongside the visual identity, we explore your tone of voice and messaging, and help you bed it in, so your writing stays consistent and on-brand long after launch.
We design websites and digital experiences that help brands and organisations thrive. We build technology that delivers commercially, is genuinely accessible to all, and is built to be found in AI search.
We don't leave when your brand or website is finished. It's a long-term relationship that keeps you moving forward, regular brand content that's consistent, engaging and distinctive.
How we work
We get to know you and your brand, inside and out, an immersion session with your team, interviews and market research, or workshops and discussions. Whatever's needed, we tailor the approach so we start with a clear sense of where you are, and where you want to be.
Strong brands depend on strong strategic thinking. Together we explore what you stand for, why you're different, who you're for, what you believe in and where you're going. This becomes the bedrock of your visual and verbal identity, a considered platform to build from.
Using the strategy as our foundation, we agree the creative brief and assemble the right team. We come up with a broad range of ideas that challenge the brief and explore diverse ways to bring your brand to life, then present back and agree a way forward together.
The literal making of your brand. We apply the chosen route across your key communications, from print to digital, social to signage. Beyond the look and feel, we weigh our broader impact on people and the world. We create a result that makes you proud.
Fast facts
Twenty-five years building brands that get used.
A small, senior, remote-friendly studio.
Brand adoption at Derwen College, run by their own team.
Increase in donations at The Hive after the rebrand.
Organic views for Take the Oath Run Club, at zero ad spend.
Built for colleges, councils, charities and founders.
Our values
Our values are there to remind us of who we are, and who we want to be. They help steer everything we do, from our approach to work to how we speak to people. They are what unites us as humans.
Our work is all the better for being driven by a higher purpose. We always try to do a little good through our work, whether that's creating sustainable packaging or working on a brand that helps people in some way. Giving back should be a given.
Empathy is vital in our work. Our ability to understand another's point of view and unique experience in life is what enables us to create compelling communication that connects with people in a meaningful way.
We're creating the future, so we always think about the impact of our work beyond today. That means making sure it leaves a lasting legacy, doesn't date over time, and doesn't harm the environment.
Being genuine people is key to our success and our ability to find joy in our work. We speak like real people rather than hiding behind a corporate veneer, and aren't afraid to express feelings when the time is right.
We're stronger together. Working with a bunch of trusted and talented collaborators is an important part of how we do things. We recognise what each person brings to our collective whole and celebrate their unique flavour.
We do what feels right, rather than what we think we should. Design can be faddish, but we think it's better to use common sense and intellect than influence. Intuition matters to us, so we encourage one another to tap into our own rather than following the crowd.
The studio
Goodthing is deliberately small. The senior people you meet are the people who do the work, co-designing with you from the first conversation to handover, with a trusted network of specialists brought in when a project needs them. No account layers, no juniors learning on you, no hand-offs to people you've never met.
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