Building distinct and memorable brand identities
Max Goodwin Design Company is the premier brand design studio out of Kelowna, Canada. We work with businesses looking to get a competitive edge through distinctive branding. We create to break free from the ordinary, express with unique individualism, and deliver one of a kind products built from the blood of our pencil, paper, mouse and message.
We have partnered with businesses across Canada, America, & Australia to help define their unique brands. Our goal is simple, to help our clients connect in a meaningful and memorable way with their customers and community. Every project is tackled collaboratively so that we fully understand your business and your audience, making informed decisions that will best fulfill your business goals.
In short, we help business owners to figure out who they are, what makes them different, and how to show it. We seek to create original work that our clients can be proud to call their own. Hard work goes into every single thing we create and do not compromise for mediocrity.
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Focus
Portfolio

Gun It Inc | Branding & Web Design | Fitness
Brett McCaughey was looking to start a movement and inspire more athletes to take a chance on CrossFit and group fitness. We designed the Gun It Incorporated visual identity from the ground up, capturing the company’s excitement with a fresh new logo and brand style guidelines. We built them a highly effective website that is easy to navigate and helps new customers to sign up. It is now easier to see different membership options and what to expect from the gym itself. We sent in a professional photographer to capture the spirit and sense of community in the gym. After our engagement, we saw a 20% increase in memberships.
Services Rendered
CORE Discovery
Brand Identity Design
Logo
Merchandise
Business Cards
Brand Style Guidelines
Web Page
Social Media
Impact
Increased memberships by 20%
Increased owner confidence
Increased customer pride
Increased brand awareness
More Photos can be found:
www.maxgoodwindesign.com/project-works/gun-it-inc-crossfit-brand-identity

Hawk Tail Brewery | Packaging & Web Design | Craft Beer
Hawk Tail Brewery is an Alberta craft brewery based out of Rimbey, Canada. Max Goodwin Design Company was approached by the Hawk Tail owners to help craft a brand that embodies the natural wild sense found in the Alberta prairies. Through a discovery process, we were able to create an identity that resonated with the owners and was truly unique to its origins.
Hawk Tail Brewery has been pouring pints since December 2018, and Max Goodwin Design has been there each step of the way. In the beginning, we honed in the look by producing a signature can design that would represent its core beers. Since then we have produced four signature series label designs and eight labels for monthly small-batch creations.
Services Rendered
Style Discovery
Packaging Design
Label Design
Web Page
Impact
Ownership group buy-in on brand style
4 Signature Can Labels
8 Small Batch Can Labels
Increased brand awareness
More Photos
www.maxgoodwindesign.com/project-works/hawk-tail-brewery-craft-beer-brand

Pure Joy Coffee | Branding & Packaging | Coffee Roasting
Pure Joy Coffee was born in the East Village of NYC. We are passionate about our Colombian and American heritages and we want to showcase the beauties, wonder, and quality of Colombian specialty coffee. We aim to bring a cultural experience to your home while spreading love and positivity with our hand-selected coffees, found only in the lush mountains of Colombia. Our coffee is always roasted on demand and in small batches.
So brew up some Pure Joy, and start your day feeling complete and at peace.
Services Rendered
Creative Direction
Brand Style Guidelines
Merchandise
Stationary
Business Cards
Packaging
Impact
Owners' confidence in brand visuals.
Creative direction for marketing & social media.
Packaging with brand expressiveness
More Photos
https://www.maxgoodwindesign.com/project-works/pure-joy-coffee-branding-packaging

The New Old Fashioned | Branding & Packaging | Mens Health
Owners Chase Hatala and Michael Scott reached out to me to help them develop a brand for a men's lubricant. After sitting down and having our first meeting, we all agreed that it would be best to develop a luxury product that we would be proud to get behind, following a cause that was more than just selling sex. We developed the brand from the ground up to be pioneers in men's health and wellness. After our discovery session, the brand began to form naturally and we were all ecstatic with the outcomes.
The New Old Fashioned is an innovative men's health and sexual wellness company. We are committed to creating innovative products that enhance the pleasure of men and their partners. We are pioneers that look to redefine masculinity and have open conversations around men's pleasure and well-being. We are committed to promoting healthy sexual conversations, using the cleanest ingredients with responsible packaging, and maintaining the highest standards to help men explore their sexuality and promote better well-being.
Services Rendered
Discovery
Naming
Mission, Vision, Tag Lines
Creative Direction
Brand Style Guidelines
Responsive Logo
Packaging
Stationary
Logo
Impact
Confidence to move ahead with the business venture.
Brand identity & creative direction.
Vision & purpose with impactful meaning.
More Photos
https://www.maxgoodwindesign.com/project-works/the-new-old-fashioned-mens-luxury-brand

Pretty Girl | Branding | Fitness
Pretty Girl Co. approached Increase Branding + Design and Max Goodwin Design Co. to help craft a brand that would help launch their business. Pretty Girl Co. was started by an ambitious female entrepreneur whose vision was to empower 1 million females. The goal of the project was to develop a brand and brand architecture structure into which the owner and company could grow into. Pretty Girl Co. provides lifestyle improvement systems to women, helping them feel confident to improve health, wealth and mindset.
Services Rendered
Brand Identity Design
Logo
Merchandise
Business Cards
Brand Style Guidelines
Impact
Brand Visual Direction
Brand Architecture Defined
More Photos
https://www.maxgoodwindesign.com/project-works/pretty-girl-lifestyle-brand

Fraser Strength & Company | Branding | Fitness
Fraser Strength & Company is a fitness company for the wild ones, nature addicts and outdoor enthusiasts. We aim to bring purpose to your everyday fitness, creating not just a fitness facility, but a community of adventurers who live for those experiences that make them feel alive.
We are a community that thrives on those rich experiences. We believe that you should be able to dedicate yourself to fitness with passion, adventure without limitation, and goals wilder than your imagination.
At the Fraser Strength & Co. facility, you will find group fitness options to complement your life. We run CrossFit, rowing classes, spin classes, biking classes, rock climbing, strength training and yoga. Additional to these classes we run adventure activities four days a week. Our trainers are also your adventure guides. We lead groups of adventurers hiking, rowing, city and mountain cycling, and rock climbing. We get fit with a purpose, to lead a wild and adventurous life.
Reviews
the project
Branding & Logo Design for Management Consulting Company
"Their biggest strong suit was their design capabilities and flexibility."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the co-founder of Synergize Business Solutions. We help small businesses optimize and grow further by introducing ways to streamline their processes, as well as bring creative solutions and marketing ideas into their companies.
What challenge were you trying to address with Max Goodwin Design?
We originally got our branding done from an entirely different organization, but we weren’t really happy with how everything flowed. Our branding looked okay, but it didn’t look as professional or as streamlined as we wanted it to be — it didn’t have that wow factor. Therefore, we commissioned Max Goodwin Design to come in and work through the process of reviewing what we had. We didn’t want to stray too far away from certain elements because we were heavily involved in the building of our initial logo.
We wanted a balance between refreshing and expanding our brand and having it go the next mile.
What was the scope of their involvement?
The scope of our project was mainly focused on the image and design of our brand. Max (Creative Director) provided us with a full brand guide with all of the pieces and elements we needed to move things forward. We were given a bunch of sample graphics and sample layouts that we would be able to use in marketing, advertising, or social media.
Basically, they provided the framework for us to make the decisions that we needed, to get to where we needed to go.
What is the team composition?
We just worked directly with Max.
How did you come to work with Max Goodwin Design?
We had previous knowledge of Max’s work and we specifically enjoyed some of the work he had done with other brands.
How much have you invested with them?
Categorically, we spent under $5,000 on the project.
What is the status of this engagement?
We worked together from November 2020–April 2021.
What evidence can you share that demonstrates the impact of the engagement?
As of the moment, we can’t really provide any metrics, but I would say we were 100% satisfied with their work. We’ve shown the graphics and outcomes to several individuals and some of our clients, and had a really strong reception and positive response from them. In their own words, our branding looked more grown-up, more professional, and sleeker.
How did Max Goodwin Design perform from a project management standpoint?
Max was great in managing the meeting, the flow of the process, and communicated clearly what our next steps were. We interacted mostly through phone, email, and Team meetings.
What did you find most impressive about them?
I would say their biggest strong suit was their design capabilities and flexibility. We were also impressed with ability to bring their creative process to get all our wants and needs, and find the balance in those dichotomous areas. Additionally, what I absolutely admired about them was their ability to create so many glowing elements within our brand. I feel like we have so many elements now that can give us the versatility to have fun with all the different design opportunities.
Are there any areas they could improve?
Max was super eager to improve his process, so the homework we had suggested was to tailor back the document we had to fill out, because it felt a little bit long. He was very responsive, and I think he’s been actively working on improving on the areas he needed to improve on.
Do you have any advice for potential customers?
The only thing I would suggest is to have a description of your needs up front. Max’s process is designed to get clarity on people’s wants and I think he can do what's required for him to do. Being upfront with the mood, feeling, and direction you want to go to is always helpful.
the project
Branding & Web Development for Brewery Company
"They always made sure we had the best brand, and they worked diligently to complete that for us."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m one of the VPs of operations for a brewery that’s dedicated to serving beer in central Alberta.
What challenge were you trying to address with Max Goodwin Design?
Max (Creative Director) was involved in setting up our website, as well as our initial and second run at can designs. He also provided brand marketing, online support, and web design.
What was the scope of their involvement?
Max Goodwin supported and facilitated some online designs and set up our website. He then did the backend work to set up the infrastructure for our emails, as well as the web analytics we can look into. He provided us with working boards and wireframes on the website for us to review and make design decisions. He also developed a little bit of content for us, but he was mainly focused on graphic design.
In addition, he helped optimized our search functions to drive traffic to our website early on — he also got some photography done for that as well. Moreover, we worked with him to develop the can designs of what we call our signature series, a line of four different styles of beer. He helped us through the process to really represent our brand by facilitating some of our graphics and images.
Additionally, Max also consulted us regarding our social media marketing, but we mostly kept that in-house.
What is the team composition?
Max was our primary designer, and his goal was to provide us with a really good brand identity, as well as some really concrete products and marketing materials.
How did you come to work with Max Goodwin Design?
We were looking for a younger business to help support and grow our young business. As a newer designer, Max had a really good price point for the work we did with him — it helped us move ahead when he bundled some design packages together. He also understood the clientele we were advertising to because he’s originally from the central Alberta area.
How much have you invested with them?
We probably invested around $10,000–$15,000.
What is the status of this engagement?
We worked together from August 2018–January 2020.
What evidence can you share that demonstrates the impact of the engagement?
The design of our cans has gotten great reviews from our partners or liquor agents. The team efficiently pulled together five different ideas that met all our needs, and made us a distinct brand that all of us can get behind and be proud of. He gave us support and helped get our brand and identity off the ground.
How did Max Goodwin Design perform from a project management standpoint?
He did really well to lay the best direction for us to go. That being said, we did have to come back to a couple of things to make sure we were clearly communicating throughout the project. However, they had a definitive process of understanding, discovery, presentation, and feedback, that allowed us to get the work done.
Most of our communications were done through email or phone, with a couple of face-to-face meetings.
What did you find most impressive about them?
One thing that we liked about working with them was the ongoing appreciation for the quality at the end of the product and process. They always made sure we had the best brand, and they worked diligently to complete that for us.
Are there any areas they could improve?
Both our companies were really new at the time so it was probably more about needing to get out and get some experience over time, to help generate ideas. In hindsight, it was good to work with a new designer at the time, but having a little bit more experience, which I believe Max has worked on now, would’ve been really beneficial for us.
Do you have any advice for potential customers?
It would be really beneficial to have a good idea of what you want to achieve from a brand identity perspective. This will really help you understand your core values, so make sure you bring those to the designer.
the project
Web Revamp for Business Strategic Consulting Firm
"We were very impressed with their creativity and skills."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the co-founder and CEO of a small business strategic growth consulting firm co- owned with my business partner Sarah.
For what projects/services did your company hire Max Goodwin Design, and what were your goals?
We hired Max to refresh and revamp our brand image and assets. Our main goal was to have a more diversified visual portfolio for our brand.
How did you select Max Goodwin Design?
We seen Max's work with some other local businesses in our area and were impressed.
Describe the scope of their work in detail, including any steps and the final deliverables.
Discovery During this phase, we will be getting “Clarity and Alignment”. Here, we begin to understand your business, customers, interaction points, competition, and short and long term goals. Refine Stylescapes are presented to establish the direction of what the brand can look and feel like. At this point, we have fully developed the mission, vision and message of the business.
Creation At this point, we understand almost every space in which your brand may operate. Let's create and present your brand to the world. 04 Evaluation Did we hit our Key Performance Indicators? We review what was successful and what we can improve upon.
How many people from the Max Goodwin Design team worked with you, and what were their positions?
We worked directly with Max.
Can you share any outcomes from the project that demonstrate progress or success?
We have been absolutely thrilled with the visual improvement to our brand image and the assets we now have to work with.
Describe their project management style, including communication tools and timeliness.
Max stayed in constant communication with us and kept us up to date with the process.
What did you find most impressive or unique about this company?
The quality and quantity of custom assets.
Are there any areas for improvement or something they could have done differently?
We were very impressed with their creativity and skills. We would use him again.
the project
Branding Services for Men Sexual Health Company
"Their commitment to the process was impressive."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the founder of a mens sexual health company that focus on mens sex products/
For what projects/services did your company hire Max Goodwin Design, and what were your goals?
We are a start up and needed help with branding, marketing and narrow down our target market. As well as discussing business strategies.
How did you select this vendor?
I knew Max personally and have seen projects that he had previously been apart of and was very happy with his work.
Describe the scope of their work in detail, including any steps and the final deliverables.
To start, we went through a brand exploration process where we created a brand identify and indentified our targent market. From there we when through a creative process to generate a company name and our brand that would resonate with our target market.
How many people from the vendor's team worked with you, and what were their positions?
We worked directly with Max himself.
Can you share any outcomes from the project that demonstrate progress or success?
Because of the product, we were able to create our company brand identity, all of the branding and graphic design and as well help us a brand strategy to get our company of the ground.
Describe their project management style, including communication tools and timeliness.
We had weekly video meetings where we would go through a creative process and review any progress made over the previous week. We also had a chat were we had direct contact with Max.
What did you find most impressive or unique about this company?
Their commitment to the process was impressive. Max guided us through every step the way and we felt as though he took the the project one as if he were a member of or team. He listened and provided much needed advice along the entire process. As well Max has a very unique create design style which work perfectly with our project.
Are there any areas for improvement or something they could have done differently?
The project could not have gone an more smoothly.
While the client cannot provide any numerical metrics, they were highly satisfied with the deliverables Max Goodwin Design was able to submit. The external stakeholders gave praise to the new branding elements, while internal stakeholders were impressed with their innovative approach to the process.