Good&Co: Branding Redesign

Good&Co: Branding Redesign

Good&Co: Branding Redesign

Why Good&Co Needed a Rebrand

Good&Co underwent a rebrand in 2019 to align its visual identity and user experience with its evolving mission of helping companies build balanced, productive teams through culture-fit hiring. The existing branding no longer reflected the company's expanded focus on both B2B and B2C markets, nor did it support the growing suite of digital products, including mobile and web applications.

Client

Good&Co. Labs

DELIVERABLES

Visual Identity

Web | Mobile App Update

Marketing Materials

Year

2018 - 2019

Role

Brand Designer

Graphic Designer

Rebranding for Growth and Alignment

As Good&Co evolved its mission to help companies build balanced, productive teams through better culture-fit hiring, the brand needed to reflect that growth. The rebranding effort focused on creating a cohesive design system that improved usability across platforms and communicated the company’s value more clearly to both individual users and enterprise clients. With a refreshed visual identity and streamlined interface, the updated brand aimed to enhance user engagement, reduce employee turnover, and promote happier, more aligned workplaces.

As Good&Co evolved its mission to help companies build balanced, productive teams through better culture-fit hiring, the brand needed to reflect that growth. The rebranding effort focused on creating a cohesive design system that improved usability across platforms and communicated the company’s value more clearly to both individual users and enterprise clients. With a refreshed visual identity and streamlined interface, the updated brand aimed to enhance user engagement, reduce employee turnover, and promote happier, more aligned workplaces.

As Good&Co evolved its mission to help companies build balanced, productive teams through better culture-fit hiring, the brand needed to reflect that growth. The rebranding effort focused on creating a cohesive design system that improved usability across platforms and communicated the company’s value more clearly to both individual users and enterprise clients. With a refreshed visual identity and streamlined interface, the updated brand aimed to enhance user engagement, reduce employee turnover, and promote happier, more aligned workplaces.

As Good&Co evolved its mission to help companies build balanced, productive teams through better culture-fit hiring, the brand needed to reflect that growth. The rebranding effort focused on creating a cohesive design system that improved usability across platforms and communicated the company’s value more clearly to both individual users and enterprise clients. With a refreshed visual identity and streamlined interface, the updated brand aimed to enhance user engagement, reduce employee turnover, and promote happier, more aligned workplaces.

As Good&Co evolved its mission to help companies build balanced, productive teams through better culture-fit hiring, the brand needed to reflect that growth. The rebranding effort focused on creating a cohesive design system that improved usability across platforms and communicated the company’s value more clearly to both individual users and enterprise clients. With a refreshed visual identity and streamlined interface, the updated brand aimed to enhance user engagement, reduce employee turnover, and promote happier, more aligned workplaces.

My Roles

As the visual and branding designer, I led the redesign of Good&Co’s company-wide branding system—from visual identity and logo iterations to design guidelines and component libraries. I maintained and evolved the system post-launch to ensure consistency and scalability. Alongside this, I also managed the end-to-end product design process for both B2B and B2C platforms, across iOS and web. One of the most rewarding and challenging aspects of this project was collaborating closely with the CEO to bring their vision to life through a brand that felt modern, clear, and true to the company's mission.

Branding Redesign

Visual Identity: From Concept to Grid

The updated Good&Co logo was designed to establish a stronger visual identity with improved balance, scalability, and legibility. The new logomark preserves the original concept of a monogram “G” inside a container but introduces a bolder, rounded square and simplified geometric lines to create a modern and approachable feel.


The layout follows a modular grid system that ensures consistent spacing and alignment across different formats. By using consistent proportions (e.g., "X" and "X/2" padding rules), the logo maintains visual harmony whether used as a standalone icon or paired with the wordmark. This structured approach not only strengthens brand recognition but also supports seamless integration across web, mobile, and marketing materials.

Logo Iteration

Designing for Culture Fit

This playful logo animation brings our brand personality to life. Inspired by San Francisco—our hometown—it’s filled with fun visual cues from company culture: coffee breaks, lightbulbs for big ideas, office life, and even happy hour.

Every detail reflects the heart of our mission: you’re happier and more productive when you work at a company that truly fits you. This is more than branding—it’s a celebration of what we believe in.

Branding Materials & Events

Bringing the Brand to Life

In addition to my work on product and digital experiences, I led the design of Good&Co’s full suite of branding and marketing materials—extending the visual identity into the physical world. This included everything from posters, name cards, swag, event booth design, and signage, to wallpapers, interactive electronic posters, and comprehensive branding guidelines.


Whether it was a printed name tag or a large-scale booth installation, I ensured that every touchpoint reflected a cohesive and intentional visual language. My goal was to create a unified and memorable brand presence across all mediums—one that communicated our mission and personality clearly, while also feeling fun, fresh, and approachable.


This consistency was especially important as we grew our presence at events and in the broader market, helping us build brand recognition and foster stronger connections with both users and business partners.

In addition to my work on product and digital experiences, I led the design of Good&Co’s full suite of branding and marketing materials—extending the visual identity into the physical world. This included everything from posters, name cards, swag, event booth design, and signage, to wallpapers, interactive electronic posters, and comprehensive branding guidelines.


Whether it was a printed name tag or a large-scale booth installation, I ensured that every touchpoint reflected a cohesive and intentional visual language. My goal was to create a unified and memorable brand presence across all mediums—one that communicated our mission and personality clearly, while also feeling fun, fresh, and approachable.


This consistency was especially important as we grew our presence at events and in the broader market, helping us build brand recognition and foster stronger connections with both users and business partners.

In addition to my work on product and digital experiences, I led the design of Good&Co’s full suite of branding and marketing materials—extending the visual identity into the physical world. This included everything from posters, name cards, swag, event booth design, and signage, to wallpapers, interactive electronic posters, and comprehensive branding guidelines.


Whether it was a printed name tag or a large-scale booth installation, I ensured that every touchpoint reflected a cohesive and intentional visual language. My goal was to create a unified and memorable brand presence across all mediums—one that communicated our mission and personality clearly, while also feeling fun, fresh, and approachable.


This consistency was especially important as we grew our presence at events and in the broader market, helping us build brand recognition and foster stronger connections with both users and business partners.

In addition to my work on product and digital experiences, I led the design of Good&Co’s full suite of branding and marketing materials—extending the visual identity into the physical world. This included everything from posters, name cards, swag, event booth design, and signage, to wallpapers, interactive electronic posters, and comprehensive branding guidelines.


Whether it was a printed name tag or a large-scale booth installation, I ensured that every touchpoint reflected a cohesive and intentional visual language. My goal was to create a unified and memorable brand presence across all mediums—one that communicated our mission and personality clearly, while also feeling fun, fresh, and approachable.


This consistency was especially important as we grew our presence at events and in the broader market, helping us build brand recognition and foster stronger connections with both users and business partners.

In addition to my work on product and digital experiences, I led the design of Good&Co’s full suite of branding and marketing materials—extending the visual identity into the physical world. This included everything from posters, name cards, swag, event booth design, and signage, to wallpapers, interactive electronic posters, and comprehensive branding guidelines.


Whether it was a printed name tag or a large-scale booth installation, I ensured that every touchpoint reflected a cohesive and intentional visual language. My goal was to create a unified and memorable brand presence across all mediums—one that communicated our mission and personality clearly, while also feeling fun, fresh, and approachable.


This consistency was especially important as we grew our presence at events and in the broader market, helping us build brand recognition and foster stronger connections with both users and business partners.

BILLY DUVALLE

®2024

BILLY DUVALLE

®2024

BILLY DUVALLE

®2024

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2025 ® CHUOFAN ZHENG

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2025 ® CHUOFAN ZHENG

2025 ® CHUOFAN ZHENG