Brands that lead—lead with purpose.

IN GOOD CO is an independent, female-founded creative agency on the front lines of purpose-led marketing. At a moment when we are moving from the attention economy to the intention economy, we join forces with startups, Fortune 500s, and nonprofits alike to cultivate purpose, transform culture, and build visionary, transformative brands. From strategy to execution, we build big things—teams, brands, products, experiences—that matter.

 

IN GOOD CO takes pride in its WBEC and B-Corp certification and commits 10% of everything we do to communities and causes that make the world a better place.

 
$25,000+
 
$150 - $199 / hr
 
2 - 9
 Founded
2015
Show all +
Venice, CA
headquarters
  • 1324 Cabrillo Avenue
    Venice, CA 90291
    United States

Portfolio

Key clients: 

Belcampo, Pinterest, #VoteTogether, Keds, NakedPoppy, SERRA, Amass Botanics, NakedPoppy, The Walking Company and more...

Belcampo—Raising a new standard. Image

Belcampo—Raising a new standard.

OBJECTIVE

Belcampo was ready for a Brand Refresh from Messaging to Design.

 

STRATEGY

The way Belcampo does things shouldn’t be revolutionary— but it is. We stripped away the traditional facade of “wholesomeness.” In its place: a brand that goes back to the basics — straight forward, clean, transparent, and

modern. And like the nature of farming, lush and real.

 

SOLUTION

  • Brand Strategy
  • Brand Identity
  • Challenger Messaging Strategy
  • Photography Direction

 

RESULT

So far the brand’s new messaging has out-performed everything in its category on social media. In store, sales are up and Belcampo is now expanding their footprint to wholesale accounts — it’s exciting times! 

Pinterest—The art of the Pin. Image

Pinterest—The art of the Pin.

OBJECTIVE

Introduce brands, and the world, to the potential of the Pinterest and the Pin Collective—Pinterest’s network of content creators.

 

STRATEGY

Bring the fun, creativity and humanness of the Pin Collective to life. Throughout the video, each scene brings to life a trend and area of interest on Pinterest

and shows brands how best to capture the content for the platform.

 

SOLUTION

  • Concept 
  • Art Direction
  • Video
  • AdWeek panel

 

RESULT

The video was featured on AdWeek and the client liked the piece so much they asked us to co-present a panel for them at the event to talk about ‘Creating for Pinterest’. It’s currently used universally with new and prospect brand advertisers as how-to for making the Pinterest content.

#VoteTogether— A celebration for the Nation. Image

#VoteTogether— A celebration for the Nation.

OBJECTIVE

Increase voter turn out at polls across the country.

 

STRATEGY

When we learned that throwing community celebrations based on civic engagement raised voter participation by 2-6%, we cast our vote immediately. The developed identity and voice aimed to bring the fun and inclusivity and non-partisan vibes

that voting so badly needed. It’s a celebration for our nation.

 

SOLUTION

  • Brand Strategy
  • Brand Identity
  • Copywriting
  • Event Collateral

 

RESULT

In 2018, Vote Together inspired 1936 voting parties in 50 states with over 180K party-goers! They raised $1.5MM in grants and touched over 2.7M people with their message.

Keds—Women made, women-led. Image

Keds—Women made, women-led.

OBJECTIVE

Reestablish Keds as a women-led brand.

 

STRATEGY

Changing a mindset requires inspiration. When Keds was ready to re-establish themselves as a women-led company, they approached us to help them articulate the vision and purpose to their internal team. 

 

SOLUTION

  • Brand Strategy 
  • Initiative Look + Feel 
  • Video
  • Printed Collateral 

 

RESULTS

The shift was felt. Keds is working behind-the-scenes as we write to bring this new vision into everything they do.

NakedPoppy—Clean beauty, curated. Image

NakedPoppy—Clean beauty, curated.

OBJECTIVE

Create the be-all end-all clean beauty experience that every woman deserves, trusts and swears by.

 

STRATEGY

A digitally-native, direct-to-consumer beauty brand and experience elevating the way women approach, buy, use and replenish beauty products.

 

SOLUTION

  • Brand Strategy
  • Brand Voice
  • Brand Design
  • Packaging
  • Graphic Design
  • Web Strategy and Copy
  • Social
  • Art Direction

 

RESULT

NakedPoppy is taking off! They just raised +4MM in Series A funding and are being written about in publication in tech, finance and design.

Serra—The modern druggist. Image

Serra—The modern druggist.

OBJECTIVE

In a booming industry, we were tasked with creating packaging for Serra’s array of THC products to make them stand out while staying true to their sophisticated taste.

 

STRATEGY

Utilizing color and symbols, we created a strong visual language for shoppers to identify their ideal products quickly and

easily. Exploring many mediums, we brought an artistic touch to the project keeping it understated, refined, and downright polished.

 

SOLUTION

  • Concept 
  • Product Organizing System
  • Art Direction 
  • Production Files

 

RESULT

An amazing collection of tinctures, gumdrops, caramels and chocolates with a clear aesthetic across the shelf.

AMASS—Botanics for modern life. Image

AMASS—Botanics for modern life.

OBJECTIVE

Build a brand for a Los Angeles-based gin.

 

STRATEGY

Traditionally gin is made in the UK, but AMASS breaks those rules. From its Ayurvedic ingredients to inspiration from the culture of Los Angeles, and its distinctive look on your bar cart— AMASS is untethered from convention, but still rooted in

tradition.

 

SOLUTION

  • Brand Strategy
  • Brand Voice
  • Brand Identity 
  • Packaging
  • Website
  • Seeding Kit

 

RESULT

AMASS has been written up in Cool Hunting, Interior Design and Wallpaper magazine for its design. Its popularity has far exceeded yearly projections and now you can find AMASS in the most coveted LA, NYC and Miami bars and restaurants. 

The Walking Company Image

The Walking Company

OBJECTIVE

Refine, clarify and build a brand purpose for a legacy brand, The Walking Company, and its brand name shoes, ABEO.

 

STRATEGY

The Walking Company is known world wide as the number one purveyor of comfort shoes. It has a loyal fan base but in order to grow needed to refresh its brand strategy — focusing

on its purpose. In a series of half day workshops we worked to define The Walking Company’s audience and help them refine their purpose to elevate and reinvigorate the brand.

 

SOLUTION

  • (4) half day workshops: (2) for the parent company and (2) for the in-house brand.
  • Topics:
    • Why Purpose Matters
    • Purpose and Brand
    • Purpose and Pitfalls
    • Purposeful Opportunties
    • Brand Strategy Led With Purpose
    • Marketing with Purpose

Reviews

Sort by

Full-Service Brand Integration for Financial Services Firm

"All of our marketing efforts improved as a result of IN GOOD CO.’s contributions."

Quality: 
5.0
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Oct. 2017 - July 2018
Project summary: 

A loan institution with over 1,000 branches hired IN GOOD CO. to help unify their branding. The team worked in collaboration with the institution to create a positive customer experience.

The Reviewer
 
10,001+ Employees
 
Wilmington, Delaware
Joakim Wijkstrom
Former SVP & Chief Marketing Officer, OneMain Financial
 
Verified
The Review
Feedback summary: 

After implementing IN GOOD CO.’s work, the institution saw a near-immediate improvement in foot traffic and customer satisfaction. A talented and collaborative team, they delivered a highly effective and tailored solution, impressing internal stakeholders. Customers can expect an excellent partner.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the former SVP and CMO of OneMain Financial, a loan institution.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with IN GOOD CO.?

When I was working at the institution, there were 1,600 branch offices with no uniform brand. My job was to create a unified, consistent brand across all touch points, and IN GOOD CO. was a key component in helping with the retail footprint and customer experience. 

SOLUTION

What was the scope of their involvement?

IN GOOD CO. took a look at the campaign we were running and extrapolated from there to build more campaign messaging for us. They developed creative concepts and designs. Most importantly, they developed a consumer experience strategy in-branch.

The team mapped out the entire customer experience, whether it was online or in-store, and helped us identify where the key touchpoints were and where there were inconsistencies. From there, IN GOOD CO. developed ways of defining around those inconsistencies and making the experience a really pleasant and positive one.

What is the team composition?

I worked with five people, including Kirsten (President & Founder). I also worked with Christina (Co-Founder and Chief of Ideas), Alex (Creative Director), Lizzi (Designer), and Jen (Head of Client Happiness), who acted as our day-to-day interface.

How did you come to work with IN GOOD CO.?

I was looking at a bunch of different options, but wasn’t finding the right fit. A colleague of mine had seen IN GOOD CO.’s work and was impressed with them, so she put me in touch with Kirsten. I met with her and saw their credentials, and it was just a natural fit. 

How much have you invested with them?

The total cost was about $200,000. 

What is the status of this engagement?

We worked together from October 2017–July 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

First and foremost, we were impressed with how well IN GOOD CO. could take the brand idea we had and figure out what it would look like in reality and in our branches. It was amazing, and helped lift everything else we did, from advertising to collateral. All of our marketing efforts improved as a result of IN GOOD CO.’s contributions. It was very positive. 

We also saw great responses from our customers. We saw foot traffic increase in the branches that had been updated, and we saw customer feedback improve significantly. 

How did IN GOOD CO. perform from a project management standpoint?

I can totally endorse them without any kind of hesitation. IN GOOD CO. were excellent to work with. They were proactive, communicative, and transparent. They were always bringing new thinking and new ideas without us having to pull teeth to get stuff from them. 

We’re on different coasts, so our communication took place over conference calls and email.

What did you find most impressive about them?

They were incredibly pleasant people to work with. They’re proactive as collaborators: they interpret what’s being shared and can think about it in real-time, as opposed to waiting for someone to brief them. With IN GOOD CO., they were humble and ended up over-delivering.

Are there any areas they could improve?

I can’t think of anything off the top of my head. They were quite excellent both in terms of the creative and strategic thinking, as well as the execution.

Do you have any advice for potential customers?

Have reference points to share that demonstrate what you like and don’t like. That will spark the conversation about your expectations, which will be really helpful for them. You need to be aligned on what you think works, so IN GOOD CO. will have a sense of your methods, thinking, and preferences.

5.0
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Video Production for Social Media Platform

"They’re a strong team of all women that wear many different hats."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
June 2017 - July 2018
Project summary: 

A social media platform needed to increase their brand advertisements. IN GOOD CO worked closely with the client to create promotional videos to attract brands. They were involved in all aspects of production. 

The Reviewer
 
1,001-5,000 Employees
 
San Francisco, California
Ashley Schroeder
Creator Marketing Lead, Social Media Platform
 
Verified
The Review
Feedback summary: 

The team at IN GOOD CO understood the platform's brand well. Their creativity and solutions-oriented approach create successful engagements. Customers can expect an experienced and tenured team that commits to budgets and timelines. 

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

When I worked with IN GOOD CO, I worked on the creative strategy team at a social media platform. Our team helped with brand advertisements and other similar ideas for the platform.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with IN GOOD CO?

During that time, I led a program that was essentially a network of creators and creatives who I connected with brands to create ad content for the platform. We created two promotional videos for the program itself.

SOLUTION

What was the scope of their involvement?

The team at IN GOOD CO created videos for us to communicate the program towards advertisers. They led the conception, the scriptwriting, and production. Each video started with a creative brief and budget, and then they started on the script and concept. For the most recent video, we shot at a studio in Los Angeles. We collaborated closely for every single shot.

What is the team composition?

I primarily worked with the head of the agency, Chris (Chief of Ideas), and a team of four or six. I was in touch with a creative lead and account lead. They partnered with a group of designers, writers, and production.

How did you come to work with IN GOOD CO?

Before Chris started at IN GOOD CO, she worked with a good colleague of mine. We worked with them once before, and it was a great outcome.

What is the status of this engagement?

We worked with IN GOOD CO on two videos from June 2017–July 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

IN GOOD CO understands our brand well. The video was a hit internally and externally. We have hundreds of salespeople that brought it to their advertisers. It showed the creative capabilities of our team, and it was received very well.

Their team understood the nuances, not just us as a social media platform, but the challenges we were up against to communicate to brands that they should advertise on the platform. They knew the in’s and out’s from a business perspective.

I’ve worked with a lot of different agencies and production shops. There was little to no handholding needed. The solutions-oriented team moved quickly within a limited budget. They’re a strong team of all women that wear many different hats.

How did IN GOOD CO perform from a project management standpoint?

From a project management standpoint, they were great. I never had to reach out to them for an update. Communication was seamless and ongoing; we used phone and email. We also used Google Docs to collaborate on scripts.

What did you find most impressive about them?

Their overall collective personality and tenured experience make them stand out. They’re approachable, willing to roll up their sleeves and tackle big concepts. They execute creatively within budget and time. They’re great female leaders in the creative space, and I try to send as many brands as I can their way.

Are there any areas they could improve?

It’s been a couple of years since I’ve worked with them. It was pretty seamless.

Do you have any advice for potential customers?

Make sure you have a strong brief that gives their adequate context on your business needs and objectives as a marketer. IN GOOD CO wants to be immersed in your business, so they can really deliver. Set them up for success by spending time with them early on to onboard them and give them context around your goals. That will lead to a great idea and end product.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Brand Activation for Marketing & Advertising Company

"Overall, we love their content and process expertise and level of preparedness from the program start to finish!"

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
July - Sept. 2019
Project summary: 

IN GOOD CO helped an agency for its brand activation needs. They generated brand awareness to the company's target audience through pop-up activations, rewards, giveaways, and more to increase conversions.

The Reviewer
 
11-50 Employees
 
Washington, DC
Paul Himmelfarb
President, Youth Marketing Connection
 
Verified
The Review
Feedback summary: 

IN GOOD CO has always been a collaborative partner of the company. Through their work, the company gained over 100,000 Instagram impressions, 8,000 average student interactions per campus, and 2,000 new app users. All of those milestones were achieved with over just 10 weeks of programming.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

Who I am: Paul Himmelfarb, President - Youth Marketing Connection (YMC) What we do: YMC builds and connects brands and organizations with students through impactful creative marketing campaigns.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire IN GOOD CO?

We hired IN GOOD CO to develop and design a high-touch brand activation for Waze at college campuses to promote their new Carpool app. The strategy consisted of a pop-up activation, rewards and giveaway plan and experiential activations to drive conversion and social amplification.

What were your goals for this project?

Waze Carpool, a fresh way to share the road & the cost of commuting, asked YMC to assemble a team of enthusiastic student brand ambassadors and spearhead an experiential pop-up tour in the San Francisco Bay Area. The goal as to create awareness, convert conventional commuters (drivers and riders), increase app downloads, retain user engagement, and drive social mentions.

SOLUTION

How did you select IN GOOD CO?

IN GOOD CO has been a long-standing partner and collaborator of YMC. In addition to select brand campaigns, IN GOOD CO also worked on our agency’s rebrand and messaging strategy.

Describe the project in detail.

We brought IN GOOD CO as our partners to: develop the experiential strategy and design concept of the entire consumer journey -- developing a multi-channel strategy to drive consumer engagement. Every detail of the pop-up activation was conceptualized and designed including the campaign lock-up logo, event signage, swag giveaways and collateral. Additionally, IGC worked with our selected fabricator to establish a schedule, procedure and quality assurance to deliver an impactful pop-up experience.

What was the team composition?

The IN GOOD CO is a tight-knit team. For our work together, their crew was led by Christina Danton (Chief of Ideas), Alex Kolbe (Creative Director), Lizzi Egbers (Creative Strategy Lead) on the creative side, and Jen Kaplan (Head of Client Happiness) on the accounts.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

- 100,000K+ Instagram Impressions through SBA content - 8,000 - average student interactions per campus - 2,000 new app users over 10 weeks of programming

How effective was the workflow between your team and theirs?

Handoffs, transitions, and daily workflow were smooth due to highly effective communication and coordination strategies.

What did you find most impressive about this company?

Overall, we love their content and process expertise and level of preparedness from the program start to finish! In addition, they are active listeners which translates to new opportunities and program optimization.

Are there any areas for improvement?

I have no areas for improvement as the IN GOOD CO team does phenomenal work and is great to work with!

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Branding for Beauty E-Retailer

“They were great partners, working with us before we even had a product.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Oct. 2017 - Mar. 2019
Project summary: 

IN GOOD CO provided marketing services to an online beauty retailer. They handled branding guidelines, developed a logo, and managed the client’s social media presence in advance of their website launch.

The Reviewer
 
11-50 Employees
 
California
Founder, Online Beauty Retailer
 
Verified
The Review
Feedback summary: 

The brand developed helped facilitate a successful website launch, with the client’s logo garnering internal and external praise. IN GOOD CO exceeded expectations with their strict adherence to deadlines, responsiveness in communication, and overall positive attitude.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder and CEO of an online beauty retailer.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with IN GOOD CO?

We hired them to help us launch the company.

SOLUTION

What was the scope of their involvement?

They handled everything from our packaging to our initial website and approach to social media. We relied on their strategic branding input for our website and incorporated a logo they created into our products. Our team was responsible for developing the site, but they were essential in creating our brand guidelines and feedback on iterations. 

Early into our relationship, they were also responsible for managing our social media presence on Instagram.  

What is the team composition?

They had a creative director, copywriter, assistant creative director, and account manager.  

How did you come to work with IN GOOD CO?

I was recommended to them by a colleague. 

What is the status of this engagement?

We worked together from October 2017–March 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We launched the company officially in July 2019, so most of our collaboration involved us seeking product-market fit. They’re excellent designers and could deliver collateral superior to that of other companies in the space. Our company was satisfied, and customers praised the brand for its professional look.  

How did IN GOOD CO perform from a project management standpoint?

The team was extremely positive, responsive, and never missed a deadline. They worked very hard to exceed expectations.

What did you find most impressive about them?

Their lead designer is also a great communicator and copywriter. The team’s many skills lent themselves to big-picture, strategic thinking. They were great partners, working with us before we even had a product. We never felt like a lesser client or an afterthought. They see their service as a means to meet core objectives for brands. 

Are there any areas they could improve?

They’ve been a great firm, delivering quality work on time and within our budget. I’d recommend them.

Do you have any advice for potential customers?

Make sure you truly understand your brand, objectives, audience, and mission. You’ll need this while working with any creative agency.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    They worked well with our budget.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer