We believe in the power of creativity to make a positive impact.
The Goodness team are now part of Edge Impact; Australia's largest dedicated sustainability consultancy.
As part of the Edge Impact family, we will continue to use the power of creativity to help create a world where unsustainable is unthinkable. If you have a project or collaboration that you’d like to discuss, we’d love to hear from you. We are based in Sydney but work globally.
The brief
Australian owned Coates Group have been at the forefront of retail signage and experience for more than 50 years. Now operating globally, they are looking to push the focus of their business into more design, technology and innovation markets.
The business has recently gone through rapid growth and the guidelines for how to use their brand were getting lost and deliverables were feeling inconsistent and laboured.
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Our approach
We worked closely with the Australian and North American teams to help instill a greater sense of design theory and process into their working culture, so they could push the limits of the existing brand more successfully.
Consistency across their internal and external touchpoints was also addressed and also making the design of collateral much more streamlined.
Our approach
Through an extensive process of stakeholder engagement, strategy workshops and design sprints; we helped reimagine the current brand guidelines to create more opportunity for the design team across the business’ marketing, internal comms, motion, digital and social channels.
The 6 month long project culminated in us launching the new work internally with a series of websites and brand videos that could inspire the different teams from all over the world.
The brief
The brief was to create a brand that could be a banner for players, ex-players, industry professionals and supporters of the sport who wanted to see climate action taken seriously.The brand needed to engage with the entire AFL as a sport and as a culture to ignite this change and safeguard the future of the sport.
Our approach
By keeping core sustainability leadership principles at the foundation of the strategy, we could ensure that the brand’s focus on climate action could be brought through in everything that they do.
We built on the strategic foundations with the brand’s visual identity that combined ideas of community, teams and AFL supporter culture to launch a movement that could engage with AFL fans, the AFL as an industry body, players, ex-players and climate activists alike.
Our approach
We created a dynamic and flexible identity that could adapt in time and to suit it’s audience. An identity that is true to the group's vision and grass roots ethos, that their community can feel part of and wear with pride.
We created a team brand, for a team of people passionate about climate action.
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The brief
CLUBMAP; formerly TD Community Solutions was set up in 2015 to help struggling community sports clubs.
The model of the organisation is to educate and guide the clubs to create their own success, through workshops, training and custom health check tools.
After seeing the potential for digital growth in the post Covid era, we needed to not only reinvent the brand to reflect where they wanted to go, but to help them get there.
Our approach
The immersive process not only produced a memorable look and feel, it pushed us to understand why we do what we do, who we do it for and how to communicate it to the world.
Website traffic has increased, webinar attendance has risen and overall engagement has grown, along with opportunities for strategic partnership. Significantly, business turnover has doubled in the first six months of the brand being live.
The brief
We were tasked with creating a unique activation that gave Squarespace the opportunity to showcase the power of their platform, their support of the power of creativity to do good and that gave them a presence at the 2018 Secret 7” exhibition.
Through a collaborative and iterative approach on one of the wildest multiple timezone partnerships, we developed the idea to meet all of the challenges.
Our approach
Working with Squarespace and their partners DIA we brought to life a web-based generative expressive type application that allowed users to create their own unique artworks inspired by seven universal human emotions.
These were then shared online and as posters as part of an custom built, ever-evolving and highly interactive installation in London.
Our approach
Visitors to the space could use the platform to design their contribution, before printing it on the spot and adding it to the wall of contributions or taking it away with them.
For every artwork shared Squarespace donated £1 to Mind.
The website was nominated for a 2019 Webby Award for Best Use of Animation or Motion Graphics.
The brief
A systems led approach allows them to tap into a network of health, wellness and sports experts, connecting them to the people and communities that need their help most.
Collective Leisure’s founders approached us right at the beginning of their journey to help them develop their brand and a go to market approach that could be light enough for a start-up but communicate over 20 years experience.
Our approach
Since 2019 we’ve been working with CL to develop their brand and communicate their amazing work.
We created a flexible, movement based brand that could help deliver Collective Leisure’s vision of ‘Wellbeing Without Boundaries’.
The delivery of the brand identity and subsequent collateral has seen our ongoing relationship support Collective Leisure as their business and their campaign for change grows in momentum.
The brief
Working closely with our good friends Reactivate we were tasked with creating an outdoor installation that could engage the public and keep the public walkways through the site active while it undergoes a transformation into a new take on the traditional market hall it once was by Mirvac.
We needed a solution that would be influenced by what was, whilst giving a flavour of what was coming next.
Our approach
Inspired by the world of fruit and vegetable branding of yester-century, we created an informative homage to 80 Ann Streets’ prior history as the site of the Brisbane Fruit and Produce Exchange.
With our on take on this historical context, we reimagined the visual language of the old market to create something unexpected, that helped educate passers by of the building's vibrant past while it undergoes a drastic transformation.
Our approach
With access to a wealth of historical imagery and rich stories from the area’s past, we were able to combine our original content with some truly iconic images thanks to Queensland State Library.
A modular lightbox and signage system helped create an easy to navigate flow of information and by keeping the imagery and visuals bold and impactful, we were able to brighten up the walkway at all times of the day or night.
The brief
Pollon’s specialist nature can often come across as confusing and attempts to over explain the process had resulted in an over complicated brand and message.
Our brief was to simplify, but elevate Pollon’s brand, to allow the focus of Miriam’s work, her expertise and her approach to shine through.
Our approach
We worked closely with Miriam to develop a new brand identity and suite of materials that communicated her excellence and status in her field.
With the simple grain of pollon (singular of pollen) used to represent her flexibility, but also as a nod to the very art she champions. This signature element became the recurring feature across her touchpoints and added a subtle personality to each piece.
Our approach
We believe brands need to be flexible - and that the approach to creating them should be the same. Collaboration, exploration and open understanding are key to our process.
We have a unique ability to discover the goodness in almost any brief, and together with our partners and network of specialists, we help our clients realise their full potential.
The brief
RipePlanet are a collection of agriculture, bio-tech and logistics companies that work together to find solutions to the escalating world food crisis.
To re-launch the brand in Australia, they approached us to create an identity that would help them communicate their powerful message to the masses and give them the platform to to bring newly acquired businesses on board with their cause.
Our approach
Working with the existing brand strategy, we began by engaging their key stakeholders and taking them on a journey through collaborative workshops to help them understand and visualise their brand effectively and powerfully.
We combined visual aspects from traditional methods and the future of agriculture to develop a unique brand system that is flexible enough to carry different investor and b2b messages, but also strong enough to speak directly to consumers.
Our approach
The brand system was then put into action through different tools and collateral to help the business’ internal teams communicate with their different audiences.
Our digital partners, Nightjar were able to use the flexibility of the brand identity to great effect throughout the development of the website. Through subtle motion and bold transitions the digital experience supports the brand identity in positioning the RipePlanet as a leader in the future of agritech in Australia.
Our approach
In partnership with Rega, we brought to life Planar 1/1 which saw some of the biggest names in contemporary art being sent a blank Planar 1 turntable, with an open brief to make it their own.
Over 2 separate editions we curated the line-up and presented the unique pieces in a one of a kind show firstly at the Ace Hotel in Shoreditch in 2018, then at Now Gallery in 2020.
Drawing on our experience of engaging with and managing some of the world's most incredible artistic talent to elevate the already iconic Planar 1 turntable into something even more special and collectable.
Outcome
Over the 2 editions we created 25 completely unique turntables with world famous artists including Gavin Turk, Jeremy Deller, Jake & Dinos Chapman, Es Devlin and Rana Begum,Haroon Mirza, Sir Paul Smith to name a few.
Each edition saw every one of the artworks auctioned to the highest bidder at unique auction events, with all of the proceeds being donated to good causes.
Our approach
When reflecting on the unexpected events we endured together, we couldn’t help but chuckle at one spelling mistake that everyone on the team (and some clients) made more than once.
A slip of of the keyboard while speed writing login details/emails/instagram captions/invoices had serendipitously created something that sounded like it should be a special variety of the traditional Australian coming of age tipple: Goon.
It started as our office joke that was very soon embraced as something we wanted to share. So for our 2021 end of year gift ‘Goondess’ was released for a very limited time.
Outcome
We really let the creative juices flow and created a brand, packaging and digital experience that took visual cues from the world of wine and combined it with the visual aesthetic of the studio. We even created our own mini recycling, send back system where people could send back their empty sacks for proper recycling, complete with custom stamps.
