Brands with Purpose™

We’re a full service brand communication agency in salty little Sausalito, just a stone’s throw from San Francisco. Good Stuff is more than just our name, it’s our mission. That’s because we’re here to partner with brands that make life better for people, animals, and the planet.

 

We specialize in solving communication challenges for all sorts of purpose driven organizations, both for and non-profit. The one thing they all have in common is their ability to have a positive impact on the world. Our job is to create powerful, authentic brands that builds meaningful relationships with the people that matter most to them.

 

So through brand insight, strategy, voice, identity and experience, we help our clients attract more customers and supporters and ultimately grow to be even more successful and impactful.

 

We’d love to chat, learn more about your challenges and make good stuff together!

 

www.goodstuffpartners.com/contact

 
$10,000+
 
Undisclosed
 
2 - 9
 Founded
2013
Show all +
Sausalito, CA
headquarters
  • 30 Princess St, Suite 5
    Sausalito, CA 94965
    United States

Portfolio

Key clients: 

Vibrant Emotional Health, Habitat for Humanity, Ritual Coffee, YMCA, Global Fund for Women, Tides Foundation, Tides Advocacy, AiRCare Health, San Mateo County Office of Sustainability, Pivotal, Marin Humane, V-Dog, Community Action Marin, Magnify Community, Excite Credit Union, Animal Legal Defense Fund, NMA Architects, VegNews

DESTIGMATIZING MENTAL HEALTH. Image

DESTIGMATIZING MENTAL HEALTH.

VIBRANT EMOTIONAL HEALTH

The future of mental health looks bright.


We always feel really privileged when we partner with people who are making a critical difference to people’s lives. The Mental Health Association of New York City, now Vibrant Emotional Health, help over 2.5 million people a year, providing critical help through their NYC programs and US wide services like the National Suicide

Prevention Lifeline. 


We worked with the leadership team and board to completely review and redesign their brand communications. From a deep dive, we developed their brand strategy by uncovering the DNA of the organization, what makes them tick, and is as true today as it was the day they started over 50 years ago. 


Creating a rock solid brand position helped us to develop an authentic new brand voice for them. Making them even more accessible and approachable is crucial to their ability to provide help to people in need, where, when and how they need it. 


Most importantly, we created the new name, Vibrant Emotional Health. This, paired with the new tagline ‘Hope Happens Here’, reinforces the message that help is available for everyone and moves away from the more stigmatizing associations of mental health.


Learn more about our case study at https://www.goodstuffpartners.com/vibrant-emotional-health.

A FORCE FOR SOCIAL GOOD Image

A FORCE FOR SOCIAL GOOD

TIDES FOUNDATION

Branding a force for social good.


Tides is a powerful alleyway for change that believes a quality education, access to healthcare, a clean environment and being treated equally are basic human rights. They team up with like-minded philanthropists, advocates, nonprofit leaders, corporations and entrepreneurs who want to invest their money and scale ideas to drive social

impact. 


Tides had just completed their organizational strategy and needed a new brand strategy to support it. Their communications had become fragmented over time and each department didn’t fully understand how their work laddered up to support the vision and future goals.


We created a brand strategy that gave clarity to their communications and connected meaningfully with all of their audiences, especially the new people they needed to reach.


Learn more about our case study at https://www.goodstuffpartners.com/tides

CHAMPIONS FOR GENDER EQUALITY. Image

CHAMPIONS FOR GENDER EQUALITY.

GLOBAL FUND FOR WOMEN.

Champions for gender equality.


Global Fund for Women hired us to help raise awareness about the organization and help answer the often complicated question about what are women’s human rights? As one of the world's biggest foundations for gender equality, they champion women-led, grassroots organizations in over 175 countries. Since 1976, they’ve helped win rights for millions of

women and girls.


We paired it with a new tagline, Champions for Equality™, that builds on their name and clearly communicates their stake in the ground. Now, someone that knows nothing about them could more easily understand what they do, who they do it for and why it matters.


The new positioning and identity needed to work a lot harder to explain the complex work they do besides being a women’s fund. To keep things simple, we created an equal sign using the negative space in the letter ‘E’ as a memorable way to visually communicate their new positioning. We paired it with a new tagline, Champions for Equality™, that builds on their name and clearly communicates their stake in the ground. Now, someone that knows nothing about them could more easily understand what they do, who they do it for and why it matters.


Learn more about our case study at https://www.goodstuffpartners.com/global-fund-for-women-human-rights-nonprofit

AMERICA'S FIRST VEGAN DOG FOOD COMPANY. Image

AMERICA'S FIRST VEGAN DOG FOOD COMPANY.

V-DOG

America's first vegan dog food company.


V-dog needed a major overhaul to catch up to the sophisticated tastes of health & planet conscious pet guardians. They had an amazing product, loved by dog owners, but didn't have a clear position and visual language to bring their brand to life when they communicated with the outside world. What we did. We created a crystal clear brand position for

them, and then developed their verbal strategy, ensuring that the brand personality came to the fore. In tandem with this, we created their complete brand look and feel from the ground up. 


Since then, we've been with them every step of the way, developing their website, social media, packaging, new product positioning, naming and sampling campaign materials. Distribution has increased and V-dog is now sold in Canada, Europe & Australia.


Since the brand launch, sales have rocketed, increasing five fold.


Learn more about our cast study at https://www.goodstuffpartners.com/v-dog

LIVES MADE HAPPY. Image

LIVES MADE HAPPY.

MARIN HUMANE.

A fetching new brand for a 110 year-old nonprofit.


Founded in 1907, Marin Humane have been pioneers from the get go. They began by fighting for the protection and welfare of farm animals and today they run groundbreaking programs like rehabilitating inmates at San Quentin and building confidence in kids with autism. The problem was that the outside world had very little awareness about the

unmatched breadth of their work and their far reaching impact, often sharing their expertise across the US and overseas. 


So the brand needed to change the misconception that they’re just a place you go to adopt a dog or a cat. In reality, they’re not just animal people, they’re people people too, because their programs bring animals and humans together, forging a bond that impacts not just homes, but makes neighborhoods and communities happier and healthier.


Learn more about our case study at https://www.goodstuffpartners.com/marin-humane


CHANGING THE WAY PEOPLE KNOW COFFEE. Image

CHANGING THE WAY PEOPLE KNOW COFFEE.

RITUAL COFFEE.

One of the world's premier coffee companies rebrands and emerges victorious.


Since we created their iconic brand in 2005, Ritual has become one of the most revered coffee companies in the world. But they were losing market share to younger, less authentic coffee companies and also wanted to combat the snobby stereotype that had become synonymous with 3rd wave coffee.

 

We

repositioned them away from their hipster competitors by playing up their San Francisco roots so they became part of the establishment. Stories about their farmer partners, and friendly, detailed brew guides, help Ritual share their great love of coffee in a fun and down-to-earth way, demystifying the coffee experience. 

We kept their cup & star logo because it still reflected their renegade culture but refined it and applied it across their entire line of packaging so it would stand out on store shelves.


Learn more about our case study at https://www.goodstuffpartners.com/ritual-coffee-packaging

Reviews

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Branding for a Philanthropic Partner

“They go well beyond what one would normally expect from a branding firm.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.5
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Sept. 2016 - Ongoing
Project summary: 

Good Stuff Partners performed a complete strategic rebrand for a philanthropic and non-profit accelerator, which included developing a new logo and website. They continue to assist in branding campaigns.

The Reviewer
 
51-200 Employees
 
San Francisco, California
Lisa Ellis
Director of Communications, Tides
 
Verified
The Review
Feedback summary: 

The branding and company identity work delivered by Good Stuff Partners played a transformative role in their client’s presence in the world of social change. Their team is extremely competent and creative, staying on top of all project goals and delivering high-quality results.

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

BACKGROUND

Introduce your business and what you do there.

My company, Tides, is a philanthropic partner and non-profit accelerator dedicated to a world of shared prosperity and social justice. I am the director of communications.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Good Stuff Partners?

Tides had a new vision, mission, and approach in 2015. We’ve been around for 3 years, but at that point we had a transition in leadership and felt that it was time for Tides to become a more agile and strategic partner in the world that we wanted to help build.

We needed a partner to help us update our logo and website and develop cohesion and consistency in the way our mission was communicated to our partners across the globe.

SOLUTION

What was the scope of their involvement?

From start to finish, they really helped us crystallize the essence of what, why, and how our organization operates. Good Stuff Partners helped us translate that into a brand, logo, and tagline, but also a broader level of messaging around who we are. They continue to help out whenever we need that branding incorporated into different offices or new campaigns.

Their team also partnered with another web developer and developed a completely new website to go along with our revamp. They built and designed the site in line with our new branding principles and helped us organize our information on the site so that people can find out about us more easily.

What is the team composition?

We’ve worked primarily with two partners in their company, but we’ve had some interaction with several other members of their team as well.

How did you come to work with Good Stuff Partners?

We actually began working with them just before I started with the company.

How much have you invested with them?

We’ve spent in the $50,000–$200,000 range.

What is the status of this engagement?

I believed we started working together at the end of 2016, and the partnership has continued over the two years since we launched the brand.

RESULTS & FEEDBACK

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

We have a dashboard that we use to track brand affinity, awareness, engagement, and conversion. We’ve been able to track an increase in the number of people who know about and are engaging with Tides because of how we’ve been able to leverage the new brand.

We are also seeing positive trends from newsletter signups, registration numbers at our events, and, most importantly, our growing pipeline of leads seeking investment from our firm.

How did Good Stuff Partners perform from a project management standpoint?

They’re excellent project managers. Absolutely nothing falls through the cracks. They actually take initiative and are able to anticipate our needs, more often than not. They keep in touch with us regularly, and we constantly brainstorm and exchange ideas around ways that we could help accelerate the pace of social change together. They go well beyond what one would normally expect from a branding firm.

What did you find most impressive about them?

I think their mindset has been a key asset in our partnership. They have a purpose-driven approach and a desire to make the world a better place that sets them apart from some other organizations. The fact that we have that ideology in common has helped our work and our business goals to resonate with one another in a really powerful and productive way.

Are there any areas they could improve?

I honestly can’t think of one area in which they could improve.

Do you have any advice for potential customers?

Trust them, and really open your mind and heart to their ideas. Challenge the more traditional ways you might be thinking about your brand. You’re in very capable, talented hands who are willing to think outside the box and will always deliver first-rate results.

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

Branding & Marketing for Architecture Firm

“When people go to our website, they really get a sense of who we are and that sets us apart from other firms.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
2004 - Ongoing
Project summary: 

Good Stuff assisted a rebranding effort by leading workshops to distill unique attributes into client-facing key messaging. They used this information to perform a website redesign and complete the rebrand.

The Reviewer
 
1-10 Employees
 
Vienna, Virginia
Dave Mendro
Partner, NMA Architects
 
Verified
The Review
Feedback summary: 

The website’s been significantly more successful since the design overhaul. Good Stuff’s work communicates a unique brand identity that engages customers. Their service-oriented approach and extremely creative staff yield a transparent and communicative engagement.

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 a partner of NMA Architects. We’re an architecture firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Good Stuff Partners?

One of our partners retired, so we thought it was an opportunity to reevaluate our branding and bring in specialists to modernize our marketing efforts.

SOLUTION

What was the scope of their involvement?

Good Stuff didn’t come to us with preconceived ideas of who we are or what we should do. Instead, they sat down with us and asked questions to understand our strengths and what sets us apart from other architecture firms. They took us to a remote coastal area where our team spent the day engaging in branding exercises. Their approach made everyone comfortable and able to get into a creative mindset. By getting out of the office and thinking critically about our company, we were able to define our brand identity.

Good Stuff took the information they gathered and created a tagline that encapsulates our core values. We use the tagline when speaking to clients and onboarding employees to help them understand our company culture. The initial branding effort culminated with a website redesign. They tied all the work we did into designing the UI/UX and deciding what projects we should put on display.

What is the team composition?

We work directly with Adrian (Partner & Brand Strategist) and Aimee (Partner & Creative Director).

How did you come to work with Good Stuff Partners?

One of our team members knew Aimee and recommended her. She’s helped us with graphics in the past. Once we decided to take our branding to the next level, we reached out to Good Stuff because we felt they’d be a good fit. Their culture is similar to ours in that they’re service-oriented when engaging with clients.

How much have you invested with them?

We spent between $10,000 and $50,000.

What is the status of this engagement?

We started working together in 2004 and the relationship is ongoing. We’re scheduled to meet with them this year and discuss building onto what we’ve established to take things to the next level.

RESULTS & FEEDBACK

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

We’ve been super successful since working with Good Stuff. They delivered a great website that performs exceptionally well on Houzz. That platform is extremely important within our industry and Adrian and Aimee often advise us on how to engage with clients and make sure they leave reviews. Furthermore, we get more compliments on our website than just about anything else. When people go to our website, they really get a sense of who we are and that sets us apart from other firms.

How did Good Stuff Partners perform from a project management standpoint?

We’re always busy with our day-to-day operations, but Good Stuff keeps us on track and helps manage what they’ve provided for us. They schedule work in stages so we can handle new integrations without negatively affecting our clients. They remind us to follow up, while also quickly responding to any questions we might have. This is a particularly valuable attribute when promotional opportunities present themselves. They’ve also encouraged us to start a blog, so we’ll often run social media ideas by them.

What did you find most impressive about them?

What I value the most is their creativity and personal approach. They work with us directly to find unique solutions instead of providing generic templates or answers. They were able to understand who we are and channel their ingenuity to create accessible messaging that’s also captivating to our audience. That’s not an easy task, but they were successful.

Are there any areas they could improve?

Honestly, nothing comes to mind. We’ve been very pleased with what they’ve done for us.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They met all deadlines.
  • 5.0 Cost
    Value / within estimates
    The value we’ve gotten from their services has paid for the cost.
  • 5.0 Quality
    Service & deliverables
    It’s all about client service and they’re very responsive.
  • 5.0 NPS
    Willing to refer
    It depends on the person, but I’d highly recommend them.

Rebranding for Vegan Dog Treats Company

“Instead of just looking for the next job, they find projects they agree with. That speaks to their authenticity.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
2012 - Ongoing
Project summary: 

Good Stuff Partners oversaw a rebrand and product expansion for a specialty pet food producer. They built a new e-commerce site, originated new brand architecture, and named each new product.

The Reviewer
 
1-10 Employees
 
San Francisco, California
Lindsay Rubin
Manager of Operations, V-Dog
 
Verified
The Review
Feedback summary: 

They are greatly responsible for current product success. Good Stuff’s modern, approachable names and brand structure established a unique position in the industry. They are communicative, dedicated to their work, and very responsive.

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

BACKGROUND

Introduce your business and what you do there.

We make vegan food and treats for dogs. I’m the manager of operations.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Good Stuff Partners?

The company has been in business since 2005 and was looking to rebrand in 2012. We originally partnered with Good Stuff for that project.

SOLUTION

What was the scope of their involvement?

They started on the rebrand before I joined the company. That included a new e-commerce website and updated packaging for our dog food. They modernized our entire brand and did a complete refresh of our look.

I’ve worked with them closely for at least two years to expand our list of products. We started with just our dog food. When we introduced our treats, they originated our new brand architecture and named each new item. They chose where each product belonged in the line and made sure each name was unique.

What is the team composition?

We work primarily with Aimee (Partner & Creative Director, Good Stuff Partners) and occasionally with her co-owner, Adrian (Partner & Brand Strategist, Good Stuff Partners).

How did you come to work with Good Stuff Partners?

I believe our founder connected with them through the vegan community. Good Stuff works fairly exclusively with conscientious, mission-driven brands like ours.

How much have you invested with them?

We’ve spent in the $50,000–$200,000 range.

What is the status of this engagement?

The rebrand started in 2012. I started in 2013, so I can’t give an accurate timeline for that project. We do less architecture now that we’ve solidified most of our products, but still work with them on branding, packaging, and a few big-picture projects.

RESULTS & FEEDBACK

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

We can attribute much of our brand and product success to the work they did. They gave our products creative names and found the perfect combination of cute, modern, and approachable. The architecture they built puts us in a unique position in the pet space.

How did Good Stuff Partners perform from a project management standpoint?

They’re always responsive. We usually contact Aimee via email or various project management tools like Basecamp or Asana. Everything goes smoothly and their communication is excellent.

What did you find most impressive about them?

They work with really distinct brands with missions they’re passionate about. Instead of just looking for the next job, they find projects they agree with. That speaks to their authenticity. They’re wonderful people and we became great friends. I highly recommend them.

Are there any areas they could improve?

There’s nothing I can think of.

5.0
Overall Score They provide unique products and unparalleled professionalism.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    We’ve never had any issues with them delivering late or taking too long.
  • 5.0 Cost
    Value / within estimates
    It’s a big spend for a small business, but our ROI was at least ten times the cost. The value was worth it.
  • 5.0 Quality
    Service & deliverables
    They’re always timely and create high-quality products that exceed expectations.
  • 5.0 NPS
    Willing to refer
    They’re super talented and easy to work with.