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